Business Innovation

Course Fee R799.00

What is this course about?

Businesses are classically designed to fight it out in heated competition. The consequence of this competition is a diminishment in profitability in overcrowded markets. While once the hallmark of capitalism, competition has now become a poison, forcing firms to plough in ever-increasing resources for ever-diminishing returns. In these red oceans saturated with the blood of exhausted competitors, there are very few winners. Rather, winners are created in market spaces where there are no competitors. These uncontested spaces are the so-called blue-oceans, areas of monopoly, with rules of engagement as yet to be set.

The purpose of this course is to introduce you to innovative blue ocean thinking. In this course you will learn why innovation is so important and how to think through a process that will enable blue-ocean innovation. This strategic process is based on a ground breaking book published in 2005 by W. Chan Kim and Reneé Mauborgne entitled “Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant.” It is taught across a number of top-line universities in Europe, the USA and here in South Africa: it is the most important strategic development of the 21st century.

On a week-by-week basis you will be taken into the Blue Ocean thinking and shown how to apply it. This is a step-by-step approach to strategic innovation; a must-have in today’s relentless competitive world.

Who should be doing this course?

This course would be open to people interested in starting a business. You might be unemployed, or currently employed but looking to start something on the side. Alternatively, you might want to cash in your pension and invest in a business full time. Lack of education is no issue. Many great business leaders are university drop-outs because the pull of a business opportunity is too strong.

Learning outcomes

After completing this course, you should be able to:

  • To understand the theory behind Blue Ocean thinking.
  • To understand the reasons for why blue ocean thinking is needed to keep our businesses profitable, and how, in starting new businesses, we need to find uncontested “blue ocean” in which to operate. 
  • To examine the role of the so-called Four Actions Framework. 
  • To develop counter-arguments to help us understand why non-competitive “Blue Oceans” make so much more sense.
  • To examine the way in which we can look at secrets and how we can attack secretive problems that may yield blue ocean discoveries.

How is your course mark calculated?

Your course mark is calculated using the average mark obtained in each of the Chapter tests. In order to pass this course, you must obtain a final course mark of at least 50%. This means that even if you fail a few of the chapter tests, if your test marks in the other chapter tests are high enough you will still be able to pass the course. Good Luck! 

Study at your own pace!

We’ve created our courses to suit your busy life! The duration of this course is based on a student guide where one 300 – 500 word article is read per day, and the assessment is done on a separate day after the relevant articles have been reviewed. But you can do the course in your own time and at your own pace. If you choose to do two readings per day, it will take you half of the estimated time, four readings per day means doing the course in a quarter of the time etc. We leave that decision up to you! 

In the 4 chapters of this course you'll be covering the following areas:


Prof David Priilaid


Prof Priilaid is an academic currently resident at the University of Cape Town, which is rated the top university in Africa and is regularly pegged within the top 100 to 150 universities globally. Within the School of Management Studies he convenes the Postgraduate Diploma in Entrepreneurship, teaching a number of topics across the school, including entrepreneurial strategies, new venture planning, blue-ocean thinking, customer-facing strategy, and creativity in business. He is regarded as one of the faculty’s top teachers, in 2009 receiving the CHED Award for Collaborative Educational Practice in recognition of innovative educational practice at UCT.

Dr Jan Kietzmann


Jan Kietzmann received his PhD in 2007 from the London School of Economics and joined Simon Fraser University's Beedie School of Business at SFU in 2008. As a professor of MIS and of Innovation & Entrepreneurship, Jan's research interests combine organizational and social perspectives related to new and emerging technologies. Jan’s current research projects include such phenomena as social media, crowdsourcing, user-generated content, 3D printing, gamification and sharing economies. Jan is perhaps best known for his award-winning 2011 article "Social media? Get serious!". Understanding the functional building blocks of social media.

Not sure if this is the right course for you?

Let one of your career counselors help you make the right choice.

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