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  • The Business Perspectives Curriculum

    A full week’s worth of thought-provoking interactive sessions will enhance the way you think about your customers, your competition, and your business strategy. Topics include:

    • Team development: Leading high-performance teams has never been more important; explore best practices identified by research
    • Customer value proposition: Understanding customers and the value proposition you must deliver drives success—but it’s not easy. How do great firms do this well?
    • Competing and cooperating: “Co-opetition” is a business strategy that goes beyond the old rules of competition and cooperation to combine the advantages of both
    • Creating and capturing value: Novel ways to think about producing value and holding onto the biggest piece of the pie
    • Operations: From manufacturing to running a service business, optimizing the service delivery function is critical to success
    • Financial accounting: We all know the importance of understanding the numbers; these sessions actually make it fun and give you an essential advantage
    • Negotiations: How do you get the best price or the best deal? Learn how to be a master negotiator
    • Contracting: What you never thought you needed to know about creating and negotiating a good contract
    • C-level conversations: Positioning yourself with the top decision makers and understanding how they think can yield big pay-offs, if you know how
    • Intellectual property: Mastering contemporary issues in retaining the ownership of the value you create
    • Organizing for innovation: Best practices for creating and maintaining a cutting-edge business

    There are six underlying modules to the AIGA Yale executive education program.

    1. Strategy: Participants learn how to think critically, drawing on frameworks to better analyze the environment and make informed decisions about how to best align the organization
    2. Marketing: Divided into three sessions, the first session provides a rigorous understanding of several of marketing’s key concepts: segmentation, targeting, and positioning. The second elucidates how strong brands are defined, built, and managed. The third provides insight into managing customer profitability
    3. Operations: Relying on simulations, cases, and lecture, this module helps participants understand how structuring tasks impacts organizational effectiveness
    4. Financial: Participants will learn to read and understand annual reports and, in the process, better communicate with those who conceive of an organization primarily as a financial instrument for generating greater cash flows
    5. Legal: This module demonstrates how firms can use intellectual property protection (i.e., copyrights, patents, trademarks, and trade secrets) to differentiate their products, create barriers to entry, and generate licensing revenues
    6. Leadership: Designers often have different leadership approaches and styles than their clients, and sometimes these differences in style can lead to miscommunication. In this module, diagnostic information is collected about participants’ leadership style and considered in a more systematic way how it relates to clients, with a discussion of the implications for communication.

    Get to know the faculty or apply to the program.

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