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_N23A
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 2023 UG Nisshin Term1

授業の概要 Course Overview

Misson Statementとの関係性 / Connection to our Mission Statement

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.

授業の目的(意義) / Importance of this course

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.

到達目標 / Achievement Goal

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


LG1 Critical Thinking
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Managerial Perspectives (BBA)
LG7 International Perspectives (BA)

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 %

事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, Report, Feedback methods

Course ApproachSmall 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 classCourse 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


Lesson 1: Introduction of Entrepreneurship

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


Case study 1: Interaction with foreigner



Lesson 2: Business Model Creation

To understand the essentials of Business Model and relevance in entrepreneurship


Case study 2: Easy Travel


Lesson 3: Venture Gestation

To understand death valley, venture gestation


Case Study 3: What is so dynamic about EDHET student based- venture?


Lesson 4: Marketing for Startup

To understand the marketing and channel strategy


Case 4 : Marketing 2.0 for Funko



Lesson 5: Entrepreneurship Ecosystem

To understand about concept of support needed to create startup in university
To understand the components of Entrepreneurship Ecosystem


Case study 5: Campus outsource- Accelerator assisted startup


Lesson 6: Innovation and Cultural Diversity
To understand about concept of Cultural Synergy:
To learn from cultural conflicts and action


Case study 6: The New Analytics of Culture


Lesson 7 : Effectuation

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


Case study 7: New Business Venture as a citizen of Kita Nagoya

成績評価方法 Evaluation Criteria

講師用内規準拠 Method of Assessment Weights
コールドコール Cold Call 40 %
授業内での挙手発言 Class Contribution 40 %
クラス貢献度合計 Class Contribution Total 80 %
予習レポート Preparation Report 0 %
小テスト Quizzes / Tests 0 %
シミュレーション成績 Simulation 0 %
ケース試験 Case Exam 0 %
最終レポート Final Report 20 %
期末試験 Final Exam 0 %
参加者による相互評価 Peer Assessment 0 %
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


教科書 Textbook

  • By Bygrave, William D., Zacharakis, Andrew「 「Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers」 」Wiley Publication((201)978-1118582893

参考文献・資料 Additional Readings and Resource

1) Entrepreneurship 3rd editionBy Bygrave, William D., Zacharakis, Andrew (2014)Published year 2014, Wiley PublicationISBN-13: 978-11185828932)

2)The Lean Startup: How Constant Innovation Creates Radically Successful BusinessesBy Eric RiesPublished year 2011, Publisher Penguin Books Ltd,ISBN13 97806709216073)

3) Handbook of Research on New Venture CreationKevin Hindle (Author, Editor), Kim Klyver (Author, Editor)Edward Elgar, Published Year 2011ISBN-13: 978-08579351824)

4) The Development of University-Based Entrepreneurship Ecosystems: Global PracticesMichael Fetters , Edited by Patricia G. Greene , Edited by Mark P. Rice , Edited byJohn S.Ibley ButlerPublished year 2010, Publisher Edward Elgar Publishing Ltd,ISBN13 97818498026355)

5) This is Service Design Thinking: Basics, Tools, CasesBy (author) Marc Stickdorn , By (author) Jakob SchneiderPublished year 2012, Publisher John Wiley & Sons InISBN13 9781118156308

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).