Learn the Essentials of
New Market Creation

Blue Ocean Practical Introduction™ is your indispensable online course to learn:

  • the fundamentals of blue ocean strategy and shift
  • how to create uncontested market space
  • what it takes to generate new growth and innovation

Why you need this course

You face intense competition

You want to know how to create an uncontested market space

You want to stop worrying about the shrinking margins

You want to shift your company towards new growth and innovation

You’re not alone

What industry today doesn’t face intense competition?

Companies have always fought to get a competitive advantage over each other in terms of profitable growth, market share, and product differentiation.

In the current business environment, it is more difficult than ever to stand out. If you want your business to grow and scale, you need to move away from competing.

Instead, you should move into – and create – new markets.

Successful companies are not competing in red oceans. They are creating blue oceans – wide-open new markets.

Chan Kim & Renée Mauborgne
#1 business thinkers in the world

Chan Kim and Renée Mauborgne are Professors of Strategy at INSEAD, one of the world’s top business schools and co-directors of the INSEAD Blue Ocean Strategy Institute.

In 2019, they were named the world’s most influential business thinkers by Thinkers50.

Chan Kim and Renée Mauborgne spent over 30 years researching how can companies break out of this red ocean of bloody competition and generate strong, profitable growth. They uncovered what it takes to create new market space and make the competition irrelevant.

Their initial results culminated in their first book, Blue Ocean Strategy, first published in 2005 and expanded in 2015. The book has since sold over 4 million copies worldwide and has been translated into record-breaking 46 languages, becoming a bestseller on five continents.

The follow-up, New York Times and #1 Wall Street Journal bestseller, Blue Ocean Shift, shows a step-by-step process for creating new markets and seizing new growth.

The best way to beat the competition is to stop trying to beat the competition

Chan Kim and Renée Mauborgne

Learn how


An online course designed to show you how to create your blue ocean, fast.

Key takeaways from the course

  • A clear understanding of the blue ocean concepts and the key blue ocean tools and frameworks, and how to apply them.
  • The essential skills to use and interpret each tool and framework and gain blue ocean insights by shifting your perspective.
  • An increased level of creative thinking for solving problems, shifting perspectives and seizing new opportunities.

What’s inside

Blue Ocean Practical Introduction™ is made up of 10 interactive modules. Each module begins with a video outlining a key blue ocean concept and the related tool or framework.

You’ll learn how to draw the ‘as-is’ strategy canvas of your business, how to identify the noncustomers to tap into new demand, how to reconstruct market boundaries and unlock commercially compelling new business ideas, and much more.

Modules are arranged in sequence following the steps in the blue ocean process.

Streaming videos

10 explainer videos introducing and explaining blue ocean concepts and frameworks.

Key learning points

A clear and easy-to-understand summary of the main insights from each module.

Case illustrations

Examples of how blue ocean concepts have been successfully applied in the real world.

Real-life business scenarious

Test your understanding of blue ocean tools and frameworks by working through real-life business scenarios.

Assessment quizzes

A short assessment quiz follows after each blue ocean case to help you focus on and retain the salient learning points brought out in each case.

Extra resources

Use carefully selected additional resources to deepen your knowledge and help you put it in practice.


The Blue Ocean Practical Introduction™ online course consists of 10 modules that will introduce you to key concepts and tools of blue ocean strategy and blue ocean shift.

Module 1

First, we’ll introduce you to blue ocean creativity, a systematic process of new market creation. You’ll then take a short assessment to check whether you are swimming in a bloody red ocean of competition or are on the path to creating your blue ocean.

Module 2

Shift your mindset to a blue ocean perspective.

Module 3

Visualize your strategic reality.

Module 4

Discover hidden pain points in your industry and how to turn them into opportunities to grow your business.

Module 5

Look beyond existing demand by focusing on noncustomers.

Module 6 and 7

Reconstruct existing market boundaries through a systematic process.

Module 8

Develop alternative blue ocean moves.

Module 9

Communicate your blue ocean move.

Module 10

Make your blue ocean move.

Look inside Module 4

Bonus resources

Blue ocean Q&A

Especially for this course, authors Chan Kim and Renée Mauborgne have answered some of the most frequently asked questions they receive on Blue Ocean Strategy and Blue Ocean Shift.

Exercise templates

You’ll also find downloadable templates you can print and use with your team to start developing your next blue ocean.

Certificate of completion

Once you have completed the ten modules of the course, you will receive a Certificate of Completion from Blue Ocean Academy, the official blue ocean learning provider under the Blue Ocean Global Network, founded by Professors Chan Kim and Renée Mauborgne. Blue Ocean Global Network is a global community of practice on the Blue Ocean concepts and it embraces academics, consultants, executives, and government officials.

Add the certificate to your LinkedIn profile and resume to highlight the new skills and learning you continue to develop that allow you to stand apart in the marketplace.

Frequently Asked Questions

The Blue Ocean Practical Introduction™ course is for anyone looking for creative solutions in an increasingly competitive world.

Our customers include entrepreneurs, small business owners, corporate executives, managers from both nonprofit organizations and corporations from various industries.

If you believe that growth and a new way of doing things are possible even under most challenging situations, then you’re in the right place.

It depends on how fast you want to go through the modules and how much time you need to assimilate new knowledge. In theory, you could complete the course in a day. However, we recommend that you pace yourself over several days. The course builds on the knowledge gained in earlier modules, so it is important to take the time to assimilate new concepts and let them sink in.

Also, we highly recommend that you work through the additional resources, including the exercise templates and extra reading, which will take substantially more time. You may even want to return to the course and repeat modules at a later date. You can do this at any time in the one year that you can access the course.

You will have one year to access the course and all the related materials from the moment you purchase it.

Yes, Chan Kim and Renée Mauborgne have endorsed this online course. No other blue ocean online course has the authors’ endorsement.

No, the course can be taken online only. However, certain elements are available for download. For example, you can download the exercise templates, print them out and work on them offline. The videos, quizzes and case studies can only be accessed when you are logged into the course and during the period you have access to the course.

As this is an online self-study course, the course is designed in such a way that it doesn’t require a live trainer. However, if you need individual or team coaching, please get in touch with our team at hello@blueoceanstrategy.com

Yes, you can access it on most devices. However, for an optimal learning experience, we recommend accessing the course on a desktop or laptop computer.

No. As this is an introductory course, you don’t need prior knowledge of blue ocean strategy and blue ocean shift concepts, frameworks and methodologies. While we always recommend reading Blue Ocean Strategy and Blue Ocean Shift books for a more in-depth understanding of the concepts, reading the books is not necessary for taking the course.

You will find the course useful whether or not you have read the books. If you have read the books already, the course will add to your practical knowledge of blue ocean concepts. If you haven’t read the books, the course will serve as an ideal introduction to blue ocean concepts, which you can build on by reading the book chapters referenced in the course, although this is not essential. The quizzes and downloadable exercise templates will help you check your blue ocean knowledge and implement what you’ve learned in the books or on the course.

The course also comes with a certificate of completion, which you can add to your resume or LinkedIn profile to highlight your new blue ocean skills and knowledge.

Yes! You can go at your own pace. You can stop the course at any time and pick it up again where you left off without losing the progress you’ve made. In fact, we recommend pacing yourself through the course over several days to assimilate new concepts, especially if you are new to blue ocean. We also recommend this route as each new module builds on what you learned in previous modules.

You will get instant access the minute you purchase the course. Your unique login information will be emailed to you automatically.

The course introduces the theory in the explainer videos and summarizes it in the key learning points. The remaining part of the module focuses on applying the knowledge in practice through real-life scenarios and quizzes that check your understanding. As such, you’ll be able to test your knowledge of blue ocean in a practical, not theoretical, way. You’ll learn how to identify noncustomers, how to flip pain points into opportunities, or how to use Kim & Mauborgne’s Six Paths Framework to create blue oceans. Each tool has its own exercises.

You can purchase the course online with any of the major credit or debit cards. We use Stripe for processing payments. You can learn more about Stripe here.
It is a one-time payment – no recurring or renewal payments will follow.

We understand that it may not be possible for employees to purchase the course individually with their personal credit cards. We’re happy to help simplify the process on your end. Based on the number of your team members, we’ll issue your company an invoice. Once the invoice is paid, we’ll enroll your team members into the course. Please contact us at hello@blueoceanstrategy.com to discuss your needs.

Yes, for companies that enroll a minimum of 20 employees, we’ll be able to provide you with the statistics on employees’ progress and completion rates.

No, the course doesn’t require any specialized tech skills and includes a simple guide for navigating the course contents, including downloading materials, taking the quizzes, etc.

No problem. Just shoot us an email at hello@blueoceanstrategy.com and our customer support team will get in touch.

Learn blue ocean tools and frameworks and create new market space.

$247 $187 USD

Available for limited time only

One-time payment

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