シラバス Syllabus

授業名 Business Model Design
Course Title Business Model Design
担当教員 Instructor Name Goi Hoe Chin
コード Couse Code NUC403_N21A
授業形態 Class Type 講義 Regular course
授業形式 Class Format On Campus
単位 Credits 2
言語 Language EN
科目区分 Course Category 専門教育科目 / Specialized Subject
学位 Degree BBA
開講情報 Terms / Location 2021 UG Nisshin Term1

授業の概要 Course Overview


The course would enable students to learn about concept of entrepreneurship and business model design. Students will be challenged to simulate a proposal like an entrepreneur to exhibit their “Frontier Spirit” with team members from different countries.
The process of learning Entrepreneurship involves the creation of a “Business Model”. A good Business model is logically constructed and experimented to verified the assumption and test feasibility and profitability. The two research questions are: “What are the assumptions made on the business model?” and “What are the rocks faced by the entrepreneurial team during the creation process?”. Both answers provide fundamental understanding on concept of entrepreneurship and relevance of business model. Thus, the course aims to impart the knowledge and practice of creating and testing the business model.
Students can gain skills in critical thinking, diversity awareness, ethical decision making, effective communication, innovative leadership and global perspective.

本授業の該当ラーニングゴール Learning Goals

*本学の教育ミッションを具現化する形で設定されています。

LG1 Critical Thinking
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication

受講後得られる具体的スキルや知識 Learning Outcomes


At the end of the course, students would be able to:

• Explain about entrepreneurship and relevance of business model
• Design and implement venture creation process, from idea creation to business model validation
• Gain experience to interact and network with team members from different background

SDGsとの関連性 Relevance to Sustainable Development Goals

Goal 4 質の高い教育をみんなに(Quality Education)

教育手法 Teaching Method

教育手法 Teaching Method % of Course Time
インプット型 Traditional 20 %
参加者中心型 Participant-Centered Learning ケースメソッド Case Method 40 %
フィールドメソッド Field Method 40 %
合計 Total 100 %

学習方法、レポート、課題に対するフィードバック方法 Course Approach, Report, Feedback methods

Course Approach

Small Group Discussion Before Lesson (20 mins)

Part 1: “Case Study Learning” approach (100 mins)
-Students are required learn understand concepts and induce active participation amongst students
- Case study from Harvard Business Publication (HBP) and original cases will be used

Part 2: “Active Learning” Approach as course project (100 mins)
- Lecture will be conducted to provide additional content
- Students are required to form team to create business plan
- External guest speakers may participate in class or online teleconferencing* Teaching approach and content may vary according to lesson each week.


Course Work:
(a) Class participation
- Include pre-lesson case discussion, class participation(

b) Weekly case assignment- To be submitted at beginning of class
- Details to be briefed in class

(c) Final report for course project
- A 5-page final report for course project
- Details to be briefed in class

Course Targeted Student:
• interested in creating business plan as a team
• interested to acquire deeper knowledge and competencies in entrepreneurship and business model creation
• interested in team project and individual work

授業スケジュール Course Schedule

第1日(Day1)

Lesson 1: Introduction of Entrepreneurship

To understand the basic of entrepreneurship and business model through hands on business idea creation activity

●使用するケース
Case study 1: Interaction with foreigner

第2日(Day2)

Lesson 2: Business Model Creation

●使用するケース
To understand the essentials of Business Model and relevance in entrepreneurship

第3日(Day3)

Lesson 3: Venture Gestation
To understand death valley, venture gestation

●使用するケース
Case study: Netmedics Information venture

第4日(Day4)

The Power of Entrepreneurship Ecosystem

To understand the entrepreneurship revolution
To understand the university based entrepreneurship ecosystem

●使用するケース
Case study 4: Campus outsource- Accelerator assisted startup

第5日(Day5)

Lesson 5: Innovation and Cultural Diversity

●使用するケース
To understand about concept of Cultural Synergy:

To learn from cultural conflicts and action

第6日(Day6)

Lesson 6: Simulation of business model

To check assumption through actual simulation of business model

To obtain data to verify business model

●使用するケース
Case study 6: Business simulation for “Hello Konichiwa” event

第7日(Day7)

Lesson 7 : Effectuation

To understand 3 factors of success: Resource, Network, Team
To present and obtain funding for business simulation


●使用するケース
Case study 7: New Business Venture as a citizen of Kita Nagoya

成績評価方法 Evaluation Criteria

*成績は下記該当項目を基に決定されます。
講師用内規準拠 Method of Assessment Weights
予習レポート Preparation Report 10 %
コールドコール Cold Call 0 %
授業内での挙手発言 Class Contribution 30 %
ケース試験 Case Exam 0 %
参加者による相互評価 Peer Assessment 10 %
シミュレーション成績 Simulation 10 %
小テスト Quizzes / Tests 0 %
最終レポート Final Report 0 %
期末試験 Final Exam 40 %
合計 Total 100 %

評価の留意事項 Notes on Evaluation Criteria

使用ケース一覧 List of Cases

    ケースは使用しません。

教科書 Textbook

  • By Bygrave, William D., Zacharakis, Andrew 「Business Model Generation: A Handbook for Visionaries, Game Changers, and Challenge」Wiley Publication(2013)978-1118582893

参考文献・資料 Additional Readings and Resource

1) Entrepreneurship 3rd edition
By Bygrave, William D., Zacharakis, Andrew (2014)
Published year 2014, Wiley Publication
ISBN-13: 978-1118582893

2) The Lean Startup: How Constant Innovation Creates Radically Successful Businesses
By Eric Ries
Published year 2011, Publisher Penguin Books Ltd,
ISBN13 9780670921607

3) Handbook of Research on New Venture Creation
Kevin Hindle (Author, Editor), Kim Klyver (Author, Editor)
Edward Elgar, Published Year 2011
ISBN-13: 978-0857935182

4) The Development of University-Based Entrepreneurship Ecosystems: Global Practices
Michael Fetters , Edited by Patricia G. Greene , Edited by Mark P. Rice , Edited by
John S.Ibley Butler
Published year 2010, Publisher Edward Elgar Publishing Ltd,
ISBN13 9781849802635

授業調査に対するコメント Comment on Course Evaluation

Final individual scores will be subjected to moderation by the faculty member based on entire class performance.

担当教員のプロフィール About the Instructor 


Dr Goi is a professor in the Faculty of Management at NUCB Business School. He received his PhD in Media and Governance from Keio University and MBA at Waseda University in Japan. His research and teaching fields include Design Thinking, Entrepreneurship and Sustainability Development. Dr Goi has rich experience in management research about student-based venture creation in Japan and the ASEAN region. His publication titled “Dynamic Capability for the Success of Student-Based Gestation Ventures” was awarded the Best Journal Paper Award at the 12th Association for Policy Informatics Conference held in Japan in 2016. In recent years, Goi Hoe Chin employed collaborative and remote based design thinking methods to create solutions for regional towns in Chiba, Kanagawa, Aichi and Gifu prefectures in Japan. His corporate partners include Toyota Corporation, Ricoh Corporation, Tokyu Land Corporation, Ena Kawakamiya, Showa Lifestyle Museum etc. The design thinking project with Toyota Corporation was chosen as a “Best Partnership Award” (Finalist) at AMBA & BGA’s Excellence Awards in 2021.

(実務経験 Work experience)


Prior to his academic and research work, Dr has possessed diverse working experienced in private, government and non profit sector in Singapore for more than 10 years. He has served as a manager in several regional Community Development Councils (government) in Singapore for about 10 years. He has contributed to the development and implementation of regional policies, and organised community and welfare projects that created social impact on the local community.

In addition, Dr has also acted at the Assistant Director in National Volunteerism and Philanthropy Centre to develop partnership development and consultation on corporate social responsibility (CSR) program for several corporation, such as, Avanade (Asia) and DHL (Singapore).






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