About the Business Perspectives program
Developed by Yale School of Management and AIGA, “Business
Perspectives 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
business executives (i.e., clients), giving participants a truly
unique curriculum, tailored to their needs.
The program is taught by a team of Yale School of Management
faculty
who are regarded as among 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.
Enrollment is limited. Apply now!
Curriculum
There are six underlying modules to the AIGA Yale executive
education program.
- 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.
- 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.
- Operations: Relying on simulations, cases and lecture,
the operations module helps participants understand how the
structuring of tasks impacts organizational effectiveness.
- 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.
- 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.
- 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.
Following these six modules there is approximately a half-day of
material focused on trying to integrate many of the ideas and
themes developed throughout the week. One session presents a
particularly rich and complex case that provides the opportunity to
work through some of the interconnections among the ideas
previously explored. A second session discusses some of the
organizational and social psychological issues involved in C-level
communication.
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.