Curriculum

Every week of every course. Nothing hidden.

13 courses, 98 course-weeks, roughly 568 hours of guided work over twelve months. Each week has a Monday lesson, a Wednesday lab, a Friday challenge and quiz, and one or two graded assignments. Titles below are the real syllabus.

Grading: quizzes 15% · assignments 25% · application 10% · midterm 20% · final 30%

Term 1 · Months 1–3

Foundations

Learn to read any business like an operator: its model, its costs, its market and its numbers.

BUS101 · 12 weeks · 6 hrs/week

Business Foundations & Economics for Decision-Makers

How firms create value, capture it and survive competition, with micro and macro economics taught as decision tools rather than theory.

OUTCOME Take any company, explain how it makes money, and argue whether that will still be true in three years.

W1What a Business Is: Value Creation and Value Capture

W2Business Models, Revenue Models and Where Margin Hides

W3Markets: Demand, Supply and How Prices Are Actually Set

W4Elasticity, Willingness to Pay and the Beginning of Pricing

W5Costs, Scale and the Shape of the Firm

W6Market Structure and Industry Analysis

W7Midterm: Synthesis and Assessment

W8Macroeconomics for Decision-Makers: Indicators and Cycles

W9The GCC Economy, Trade and Diversification

W10Organisational Forms, Stakeholders and the UAE Business Environment

W11Decision-Making Under Uncertainty, Ethics and Governance

W12Final Assessment and Integrated Company Analysis

FIN101 · 12 weeks · 6 hrs/week

Accounting, Finance & Business Analytics for Entrepreneurs

The numbers course for people who intend to run something: the three statements, unit economics, forecasting with real drivers, and KPIs anchored to the P&L.

OUTCOME Tell a working business from a revenue headline, and build a forecast you could defend.

W1Revenue, Costs, Profit and the Income Statement

W2The Balance Sheet and the Accounting Equation

W3Cash Flow, Accruals and Working Capital

W4Unit Economics, Contribution Margin and Break-Even

W5Pricing, Margins and the Profit Levers

W6Financial Ratios and Reading Real Company Financials

W7Midterm: Financial Diagnosis and Assessment

W8Budgeting and Driver-Based Forecasting

W9Time Value of Money and the Cost of Capital

W10Funding a Business: Bootstrapping, Debt and Equity

W11Business Analytics: KPIs, Dashboards, Cohorts and Retention

W12Final Assessment and Integrated Financial Model

Term 2 · Months 4–6

Marketing Core

Where to play, who to serve, what to promise, and how to find out what customers actually want.

MKT201 · 12 weeks · 4.5 hrs/week

Marketing Strategy, STP & the Marketing Mix

Market sizing, segmentation, positioning, pricing, channels and communications, and the metrics that prove marketing worked.

OUTCOME A complete, defensible marketing plan for a real opportunity in your market.

W1Marketing as Strategic Choice: Where to Play, How to Win

W2Market & Competitive Analysis: Sizing, Structure, Rivals

W3Segmentation & Targeting: Choosing Who Not to Serve

W4Positioning, Differentiation & Value Proposition Design

W5The Marketing Mix Architecture: 4Ps to 7Ps and Product Strategy

W6Pricing Strategy & Midterm

W7Distribution, Channels & Route to Market

W8Integrated Marketing Communications & the Promotional Mix

W9Digital, Performance & Lifecycle Marketing

W10Marketing Metrics, ROI & Proving Effect

W11Budgeting, Forecasting & the Go-to-Market Plan

W12Final Marketing Plan & Final Exam

PSY201 · 12 weeks · 4.5 hrs/week

Consumer Psychology, Behavioral Economics & Market Research

Why people actually buy and how to find out instead of guessing: motivation, biases, choice architecture, interviews, surveys and honest A/B tests.

OUTCOME Run research that can actually detect an effect, and read statistics without fooling yourself.

W1The Consumer Decision Journey and How Buying Really Happens

W2Motivation, Perception and Attention

W3Attitudes, Learning and Persuasion

W4Heuristics and Biases I: Reference Points, Framing and Loss

W5Heuristics and Biases II: Social Proof, Scarcity, Defaults and Choice Architecture

W6Culture, Identity and the GCC Consumer — plus Midterm

W7Qualitative Research: Interviews, Focus Groups and Observation

W8Quantitative Research Design: Surveys, Questions and Sampling

W9Statistical Literacy and Significance Intuition

W10Experimentation and A/B Testing Logic

W11Research Ethics, Consent and Responsible Influence

W12From Research to Insight — and Final Exam

OPS201 · 6 weeks · 4 hrs/week

Management, Operations & Business Law Essentials

Managing people, running operations, and the legal essentials every founder must recognise: contracts, IP, consumer protection, company structures, compliance.

OUTCOME Know what matters, what it's called, and when to hire a professional.

W1Management Fundamentals: Planning, Decisions and Delegation

W2People: Hiring, Performance, Culture — and UAE Employment Law Basics

W3Business Law I: Contracts, Company Structures and Liability — plus Midterm

W4Business Law II: IP, Consumer Protection, Advertising and Data Compliance

W5Operations: Processes, Supply Chain, Quality and Capacity

W6Operational Performance, KPIs and Final Exam

Term 3 · Months 7–9

Brand, Digital & Performance

Build a brand, run the digital stack, and buy media on Meta, Google, TikTok and YouTube like a professional.

BRD301 · 6 weeks · 5.5 hrs/week

Branding & Brand Strategy

Why a brand is a financial asset, and how it is positioned, built, governed, measured and repaired.

OUTCOME A full brand guidelines document you build yourself.

W1Brands as Assets: Value, Equity and Strategy Foundations

W2Positioning, Differentiation and Brand Architecture

W3Brand Identity Systems and Bilingual Design Governance

W4Verbal Identity: Brand Voice, Messaging Architecture and Naming

W5Brand Equity Measurement, Tracking and Rebrands

W6Brand Guidelines Build and Final Assessment

DIG301 · 6 weeks · 5.5 hrs/week

Digital Marketing & E-Commerce

Search, content, email and lifecycle, organic social and creators, stores and marketplaces, conversion optimisation and GA4 measurement.

OUTCOME An integrated digital marketing plan with channel roles, budget logic and a measurement framework.

W1The Digital Ecosystem, Customer Journey and Measurement Logic

W2SEO and the Content Engine

W3Email, CRM and Lifecycle Marketing

W4Organic Social and Creator Marketing

W5E-Commerce Models, Storefronts and Conversion Rate Optimisation

W6GA4, Attribution and the Integrated Digital Plan

ADV301 · 6 weeks · 6 hrs/week

Performance Marketing I: Fundamentals + Meta Ads

The full media-buying loop on Meta every week: structure, audiences, creative tests, budgets, bids, then read the numbers and decide. CPM, CPC, CTR, CPA, ROAS by hand first.

OUTCOME Build, diagnose and scale Meta campaigns from current official documentation.

W1Funnel Logic, Metric Mathematics and Account Diagnosis

W2Meta Account Architecture, Tracking and Campaign Objectives

W3Audiences and Targeting Strategy

W4Creative Strategy, Ad Copywriting and Testing Systems

W5Budgets, Bidding, Advantage+ and Scaling

W6Reporting, Diagnosis and the Full Account Audit

ADV302 · 6 weeks · 6 hrs/week

Performance Marketing II: Google, TikTok, YouTube & Analytics

Search from keywords to Quality Score, Performance Max and Shopping, video campaigns, Tag Manager, GA4, attribution and incrementality.

OUTCOME A cross-channel budget allocation defended with numbers, and a dashboard a founder could act on.

W1Google Search: Account Structure, Keywords and Quality Score

W2Search Ad Copy, Bidding and Conversion Tracking

W3Performance Max, Shopping and Product Feeds

W4Video Advertising: YouTube and TikTok

W5GA4, Attribution Models and Incrementality Intuition

W6Cross-Channel Budget Allocation, Dashboards and Final Assessment

Term 4 · Months 10–12

Strategy, Sales & Your Venture

Out-think competitors, produce revenue, then design and defend a real venture of your own.

STR401 · 6 weeks · 5.5 hrs/week

Business Strategy & Competitive Analysis

External and internal analysis, positioning, business model innovation, corporate strategy and execution, plus a dedicated week on luxury, where the rules invert.

OUTCOME Analyse an industry rigorously enough to bet money on the answer.

W1What Strategy Actually Is: Advantage, Value Creation and Trade-offs

W2Industry and Macro Analysis: Five Forces, PESTEL and Strategic Groups

W3Inside the Firm: Resources, Capabilities, VRIO and the Value Chain

W4Positioning, Generic Strategies, Business Model Innovation and Disruption

W5Luxury Business and Marketing: Exclusivity, Heritage and the Economics of Desire

W6Corporate Strategy, GCC Conglomerates and Strategy Execution

SAL401 · 6 weeks · 5.5 hrs/week

Sales & Business Development

Qualifying, discovery, objections, negotiating without discounting away margin, and pipeline managed with numbers. You run a real CRM.

OUTCOME A complete, usable sales playbook for a business of your choice.

W1The Sales System: Buying Journeys, Pipeline Architecture and Sales Motions

W2Prospecting and Outbound: Building Pipeline From Zero

W3Discovery and Consultative Selling

W4Objections, Negotiation and Closing

W5Sales Metrics, Forecasting and CRM Operations

W6Partnerships, Channel and BD Deals, GCC Relationship Selling and the Playbook

ENT401 · 4 weeks · 11 hrs/week

Entrepreneurship & New Venture Design

Four intensive weeks designing a real venture of your own: customer discovery interviews, a lean canvas, cheap experiments, unit economics and go-to-market.

OUTCOME A validated, costed, pitched venture concept.

W1Opportunity, Problem Validation and Customer Discovery

W2Business Model Design, Value Proposition and Early Unit Economics

W3MVP, Experiments, Go-to-Market and UAE Setup Options

W4Funding Paths, the Venture Concept Document and the Pitch

CAP401 · 4 weeks · 11 hrs/week

Capstone: Business & Marketing Venture Project

Turn that venture into an investor-grade business plan with an executable marketing and acquisition strategy behind it. No exams. You defend every claim and number live.

OUTCOME A plan you could put in front of an investor, and the ability to defend it.

W1Research & Strategy: Market, Customer, Business Model and Positioning

W2Brand & Marketing: Identity, Messaging and Organic Strategy

W3Paid Acquisition & Finance: Campaign Plans, Financial Model and Unit Economics

W4Final Business Plan, Presentation and Defence (short 3-day week, Monday to Wednesday)

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