Innovation alone doesn’t drive growth—monetization does. At Goizueta Business School, the course Monetizing Innovations equips MBA and undergraduate Bachelor of Business Administration (BBA) students with the strategic, analytical, and entrepreneurial skills to translate emerging technologies into scalable business opportunities.
Turning Emerging Tech into Business Models
Led by Saloni Firasta Vastani, associate professor in the practice of marketing, Monetizing Innovations combines marketing strategy, monetization frameworks, and entrepreneurial execution to help students develop monetization frameworks for innovation diffusion.
managing director and senior partner at BCG
Students work hands-on with cutting-edge technologies such as ChatGPT, Waymo, and other frontier platforms, learning how to assess market readiness, identify revenue streams, and design viable go-to-market models.
Through a partnership with The Hatchery, Emory’s Center for Innovation, students gain direct exposure to venture creation and innovation management, applying what they learn to real business challenges.
Real Companies, Real Impact
Every semester, students work with live cases and client partners to solve practical problems. Recent projects have explored generative AI, software platforms, and agentic AI, developing monetization strategies. Top firms such as BCG and Simon Kucher guide the students on creating forward looking monetization models for the new economy.
addresses the class
This year, in the undergraduate course, students are collaborating with Visa to design a monetization strategy for agentic AI, a fast-evolving field at the intersection of automation, finance, and customer engagement. Student teams form the MBA programs have explored how firms like Waymo and OpenAI can sustain innovation through strategic pricing, data monetization, and ecosystem design.
Student Outcomes
“Coming from a global health background, this course opened my eyes to how innovation and monetization frameworks can be leveraged beyond traditional business contexts to create meaningful impact,” says Mariana Stephens 25EvMBA. “What made the experience truly stand out were the exceptional guest speakers—experts like Professor Vastani—who shared invaluable insights and gave thoughtful, concrete feedback on our projects.”
“The course represents the future of business education, equipping students with cutting-edge strategies that other programs haven’t yet fully embraced,” says Stephens. “It inspired me so much that I pursued a directed study with Professor Vastani the following semester.”
I would definitely recommend this course to anyone in the MBA, Executive MBA, or part-time MBA programs—or really any student looking to uncover a hidden gem that can give you a real edge in understanding how innovations succeed in the market.
Mariana Stephens 25EvMBA
Jamil Kassam 25MBA, a consultant at Bain, calls the new class offering an “extremely interesting course centered around some of the biggest technological advances this decade. ”
“I loved the opportunity to apply the different tools taught on a single company of my choosing throughout the semester,” Kassam explains. “Together with amazing guest speakers, this format helped me appreciate the nuance and complexity of selecting revenue models and pricing strategies.”
Building Future-Ready Leaders
As billions of dollars flow into AI and digital innovation, understanding how to monetize innovation is emerging as one of the most critical leadership skills in business. Goizueta students completing Monetizing Innovations leave equipped to lead product strategy, corporate innovation, and entrepreneurial ventures in a rapidly evolving economy.
From classroom concepts to real-world venture building, Goizueta offers the resources to bring innovation to life. Visit our Innovation & Entrepreneurship hub to see how students turn fresh ideas into scalable impact.
