Business, Entrepreneurship & Start-Ups

Students explore how a simple personal problem became a global travel platform. They examine the marketplace model, trust frameworks and business model design before creating and pitching their own Airbnb-style innovation.

Students investigate how Apple builds long-term customer loyalty through strategy, vertical integration and ecosystem thinking. They explore concepts such as moats, lock-in and premium positioning before designing their own connected business ecosystem.

Students bring together the lessons from across the course to build, pitch and defend their own business idea. They create a clear company concept, growth engine and ethical position before presenting their final pitch.

Students learn how storytelling, emotion and identity turn products into powerful global brands. They explore brand identity, premium pricing, consumer connection and campaign design before creating their own Nike-inspired marketing campaign.

Students study how creativity, empathy and operational precision helped LEGO recover from crisis and remain globally relevant. They use design thinking to create, prototype and pitch a new product idea for young people.

Students explore how Disney uses storytelling, emotional connection and intellectual property to create world-class customer experiences. They design a new Disney experience for teenagers and consider how brands shape memory, culture and loyalty.

Students unpack how Amazon built one of the world’s most powerful logistics systems. They explore the flywheel, supply chain efficiency and the last mile before designing their own delivery system and debating the human and environmental costs of convenience.

Students examine how Patagonia built a profitable global business by putting purpose and ethics at the centre of its model. They explore transparency, greenwashing, circular economy thinking and what businesses may need to sacrifice to protect their values.