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  • About the Business Perspectives program

    Developed by Yale School of Management and AIGA, “BusinessPerspectives for Creative Leaders” uses case studies, lectures, guest speakers and study groups to give creative leaders a more complete understanding of business and design through the eyes of your clients.

    The program is taught by Yale School of Management faculty who are regarded as some of the world's most experienced business scholars and teachers. Participants stay in a local hotel and eat together on campus, offering both privacy and ready access to colleagues, as Yale's guiding principle is that executives learn best from one another in an atmosphere that stimulates teamwork and collaboration. "Studying Case Studies" provides an understanding of how to approach the course readings and discussions.


    Thought-provoking interactive sessions will enhance the way you think about your customers, your competition and your business strategy:

    • 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 creating something of value and being able to keep the biggest piece of the pie
    • Operations: From hospitals to 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
    • 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 of the organization and understanding how they think yields big pay-offs if you know how
    • Intellectual property: Contemporary issues in retaining the ownership of the value you create
    • Organizing for innovation: Best practices for thinking about the innovation process and how to create a business that continues to innovate


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

    1. Strategy: Participants learn how to think strategically, drawing on critical frameworks to better analyze the environment and make more informed decisions about how to best align the organization with that external environment.
    2. Marketing: Divided into three sessions, the marketing module first provides a rigorous understanding of several of marketing's key concepts: marketing segmentation, targeting and positioning. The second session elucidates how strong brands are defined, built and managed. The third session provides insight into managing customer profitability.
    3. Operations: Relying on simulations, cases and lecture, the operations module helps participants understand how the structuring of tasks impacts organizational effectiveness.
    4. Financial: The financial accounting module increases participants' ability 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: The legal 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 that might relate to clients, with a discussion of the implications for communication.

    Learn more about the program.

      About the Yale School of Management

      The mission of the Yale School of Management is to educate leaders for business and society. This mission reflects the vision and expectation that the creative leaders are inspiring pioneers who own and solve hard problems that matter. The Yale Management approach is designed to accomplish two goals: first, to instill a general competency in meeting the challenges of management; and second, to facilitate the creative leaders development of their own personal career aspirations. Instead of teaching management topics in separate, single-subject courses, Yale teaches core subjects in an integrated way, providing frameworks and concepts in a richer, more relevant context.

      Non-discrimination policy

      Yale is committed to a policy against discrimination based upon age, color, handicap or disability, ethnic or national origin, race, religion, religious creed, gender (including discrimination taking the form of sexual harassment), marital, parental or veteran status, sexual orientation, or the prejudice of clients. All employers using the school's placement services are required to abide by this policy.

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