Course Programme (the following is a general list which might be subject to modification)

On this course you will cover topics including:

• Defining a business and types of business structure; 
• Leadership and co-operation in management; 
• Marketing and market research as business tools including chatbots and virtual Assistants, AI-powered content creation, AI segmentation and AI-personalized content based on user behavior and preferences 
• Financing and entrepreneurship; 
• Historical business growth, monopolies, break-ups and failures; 
• Case studies of businesses large and small; 
• Environmentalism and sustainable business models, including AI algorithms for resource optimization and business operations 
• The rights and lack-of-rights of shareholders; 
• Employment law and trades unions; 
• Surviving - is research and development necessary? This also includes AI prototyping, simulation of new products and AI tools to predict the potential demand for a new product or feature. 

With tutor guidance, you will be encouraged to develop a personal project and present it to the class. The course concludes with a capstone activity that brings together all learned elements using AI-storytelling techniques. 

Whether you're aspiring to start a business, launch a product, or author a book, this opportunity is invaluable for professionals in business, media, arts, education, politics, or any domain where business acumen and communication are vital. 

Professor Gary Cook holds a PhD in Economics from the University of Manchester. He taught entrepreneurship and innovation at Loughborough University and economics at the University of Liverpool before joining Hull University Business School as Director and Professor of Economics. He is also a Visiting Professor of International Business at the Centre for International Business at the University of Leeds.

At Imperial College's Centre for Languages, Culture and Communication, Gary teaches various undergraduate modules in business and management, in addition to very popular adult education courses in Business English and Introduction to Business.

Gary's main area of research are industrial clusters with a particular focus on the broadcasting and financial services industries.

Dr Tatiana Codreanu holds a PhD in Applied Linguistics. Her doctoral dissertation presented a transdisciplinary research on digital communication, design thinking, user experience and cognitive psychology. She has extensively participated in research projects, presented at numerous international conferences, published papers and serves as a peer reviewer in international academic journals.

Tatiana has extensive experience in designing and implementing innovative methods for start-ups, edtech companies, and senior executives. Her work brings together elements from across disciplines such as economics, user experience, motivation, storytelling and her experience creating entrepreneurial/start up case studies. 

Rate Categories and Discounts

Standard Rate

• Available to all except those who fall under the Internal Rate or Associate Rate category.

Internal Rate

• Current Imperial College students and staff (incl. Imperial NHS Trust, Imperial Innovations, ancillary & service staff employed on long-term contracts at Imperial College by third-party contractors)
• People enrolling under our Friends & Family scheme
• Alumni of Imperial College and predecessor colleges and institutes, including City & Guilds College Association members
• Students, staff and alumni of the Royal College of Art, Royal College of Music and City, UAL and the City and Guilds of London Art School
• Students, staff and Governors of Woodhouse College and the IC Mathematics School

Associate Rate

• Austrian Cultural Forum staff
• Co-operative College members
• Francis Crick Institute staff, researchers and students
• Friends and Patrons of the English Chamber Orchestra
• Friends of Hyde Park and Kensington Gardens
• Friends of Leighton House/ Sambourne House
• Friends of the Royal College of Music
• Harrods staff
• Historic Royal Palaces staff
• Lycee Charles de Gaulle staff
• Members of the Friends of Imperial College
• Members of the Kennel Club
• Members of the London Zoological Society
• Members of the South London Botanical Institute (SLBI)
• Members of the UK Council for Psychotherapy (UKCP)
• National Health Service (NHS) employees
• Natural History Museum staff
• Residents of postcodes SW3, SW5, SW7, SW10 and W8
• Royal Borough of Kensington and Chelsea Council staff
• Royal Geographical Society staff
• Science Museum staff
• Staff of Exhibition Road Cultural Group (Discover South Kensington) organisations
• Students (non-Imperial College)
• Teachers and other staff of UK schools
• The American Institute for Foreign Study
• Tutors and other staff of institution members of the Association of Colleges
• Tutors and other staff of other universities and higher education institutions
• Victoria and Albert Museum staff

Late enrolment

It is possible to enrol on many of our adult education courses after the course has already started. For non-language courses this is subject entirely to agreement by the tutor. For language courses it is subject to agreement by the language coordinator conducting level assessment. If you want to join a course late do bear in mind there might be work you will need to catch up on, particularly in language courses.

Friends and Family Scheme

This course is eligible for allowing Imperial College students and staff to share their discount with their friends and family.

Enrolment via the blue booking link is open. Early-bird discounts are available until the end of 30 September 2024

Enrolment and payment run through the Imperial College eStore. When enrolling:

• Do check on the drop down menu above called "Course Fees and Rate Categories" to see if you are eligible for a discounted rate and also do make sure you select that rate when enrolling on the eStore
• If you are a first-time eStore user you will need to create an account before enrolling. You can do this by entering an email address and password. This account can then be used for any future enrolments via the eStore.

When you have enrolled you will be sent the following email notifications:

If you have any questions about the academic content or teaching of this course please contact either of the Course Tutors, Professor Gary Cook, g.cook@imperial.ac.uk, or Dr Tatiana Codreanu, t.codreanu@imperial.ac.uk

If you have any questions about your enrolment or payment processes please contact the Programme Administrator, Christian Jacobi, eveningclass@imperial.ac.uk