Skip to main content Skip to book tools

Introduction to Modern Business

The Art and Science of Creating Customer Value


James Brau
Brigham Young University
Stan Fawcett
Weber State University


Amydee Fawcett, Ph.D.
Video Contributor
Brad Gessell
Course Designer
Kaden Comadena
Course Designer
Tyler Searle
Video Production
Edition 1
(rev. 278)

Introduction to Modern Business: The Art and Science of Creating Customer Value provides a dynamic and innovative learning experience for students exploring today’s business environment. Our goals are threefold:

  1. To provide a thorough overview of business for all students. Learning the fundamentals of business is important to any student in any major.

  2. To cultivate an engaging learning environment to help students decide if a career in business makes sense for them and which area of business will provide the career opportunities they are seeking.

  3. To mitigate the class preparation challenge commonly encountered in today’s data-rich, digital marketplace. We aim to encourage students to prepare to engage in and contribute to the learning experience.

  • Any Device, Any Location, Any Time

    The course reader looks great on desktops, laptops, tablets, phones, and just about any other device. Students are able to read, watch, and listen how, where, and when they want.
  • Embedded, Customizable Assessments

    Your students complete assessments inline with the text, making for a seamless, engaging experience. As the instructor, you can customize existing assessments or create entirely new ones within the text.
  • Advanced Analytics

    Monitor the progress of your class collectively as well as students individually. Course analytics provide you with student engagement and performance in reading, videos, and assessments. Analytics help you focus directly on those topics or students that need it.
  • Flashcards

    Flashcards are a great way to learn the key terms. Each course comes pre-loaded with cards for every term. Students can also make their own to enhance their learning experience.
  • Searchable Glossary

    A searchable glossary is available at any point in the course reader, allowing students to search for any key term they want and jump straight to that word in the text - no matter where they're reading.
  • Highlights and Notes

    Students can highlight the text and make notes throughout the content using their touch screen or mouse.
  • Text, Video, Audio, Assessments

    Course content is provided in multiple ways, allowing your students to learn the way they learn. The HTML5-based course reader works like any other web page--the way the web was meant to be used.