General information

Subject type: Optional

Coordinator: Núria Masferrer Llabinés

Trimester: Second term

Credits: 6

Teaching staff: 

Manel Lesta Angueira

Teaching languages

  • Catalan

Language Classes: Catalan

Ressources: Spanish, Catalan and English

Examen: Catalan (other possibilities depending on each specific personal case)


Basic skills
  • B2_That students know how to apply their knowledge to their job or vocation in a professional way and have the skills that need to be demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of ​​study

  • B3_Students have the ability to gather and interpret relevant data (usually within their area of ​​study), to make judgments that include reflection on relevant social, scientific or ethical issues


  • B4_That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences


Specific skills
  • E5_Analyze business contexts, identify markets and customers and establish marketing strategies through the use of advanced and innovative techniques.


  • E7_Elaborate projects and proposals of innovative companies establishing principles of social responsibility in the management and integrating the perspective of gender like indicators of quality and innovation.


  • E10_Recognize and understand the mechanisms of innovation and entrepreneurship and develop entrepreneurial initiative through theoretical models that fit a business idea.

  • E12_Generate strategic skills by considering the operating environment as a project and establishing long-term, large-scale guidelines


General competencies
  • G2_Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking

Transversal competences
  • T3_Show entrepreneurial leadership and leadership skills that build personal confidence and reduce fear of risk



Can we have a job that brings meaning and motivation to our lives? How can companies and entrepreneurs integrate into a more humane and sustainable socio-economic system and obtain economic benefits at the same time? Is it possible to develop strategies based on harmony?

The subject "Zen Business" offers a new business vision and a new bio-model of transformation that combines the application of the universal values ​​present in the practice of Zen with the most relevant strategies for creating business and social value for all its actors

With the subject the student will be able to integrate this philosophy and a new method of holistic business management aimed at companies and entrepreneurs who seek to create economic, social, emotional and/or environmental value (holistic impact) as a strategy to differentiate and grow contributing to a happier and more sustainable world. The student will be able to put it into practice in a personalized way by developing their own business initiative.


Topic 1: Context and deconstruction of the socio-economic system.

1.1 From Feudalism to Capitalism. 1.2 Neoliberalism and Globalization. 1.3 Externalities. 1.4. The role of education. 1.5 Business and social change. Conscious capitalism. 1.6 Economy of Happiness


Topic 2: Introduction to the Zen Bussines model

2.1 Origin of the model: Zen, Yin Yang and Theory of the 5 elements. 2.2 Conceptual framework, principles, operation and benefits of the model. 2.3 The 5 business processes of value creation: the 5 Zen Business Corporate Stars. 2.4 The Transformation process: diagnosis, Value Creation and Control Cycles (CCCV). 2.5 (Re) Business model design: the Zen Business Canvas (ZBC). Application of the Zen Business model.


Topic 3: Human leadership

3.1 The journey of the (intra)entrepreneur. 3.2 Higher purpose, strategic mission and future vision. Leadership by values. 3.3 Self-knowledge: tool/method Four Pillars (Saju/Bazi). 3.4 Practical knowledge through a business case: Shinise. 3.5 Meditation and Mindfulness


Topic 4: Management of Actors (stakeholders)

4.1 Business value proposition by the company's stakeholder group: customers, employees, investors, suppliers, community, etc. 4.2 Environment as part of the stakeholders. ODS - Sustainable Development Goals. 4.3 Pre-Assessment and measurement of the holistic impact by the group of actors. Work tool: Matrix of Actors for Shared Value (MAVC). 4.4 Business case study


Topic 5: Marketing & innovation

5.1 Marketing concept. 5.2 Evolution and trends of marketing: from Mkt 1.0 to 5.0 (Kotler). Paradigm change (Zen Marketing). 5.3. The cycle of value. 5.4 The role of R+D+I in the company and the innovation process. 5.5 Markets and Type of innovation: quality of life markets (Radical-technological innovation) and inclusion markets -BoP Base of the pyramid- (Social, disruptive and frugal innovation). 5.6 Business case studies


Topic 6: Financial Management

6.1 Concept and role of money. 6.2 Income Models. 6.3 Control and cost structure for key activities and resources. 6.4 Impact investment: economic, social and/or environmental benefit. 6.5 Profits from purpose and passion - Firms of Endearment. 6.5 Alternative finance. 6.6 Fintech: evolution and business models. Challenge, Blockchain and Token. 6.6 Business case studies


Topic 7: Brand & corporate culture

7.1 Brand image, reputation and integrity. Work tool: Brand Briefing. 7.2 Satisfaction of the group of actors. Monitoring and evaluation of the model. KaiZen. 7.3 Corporate governance. B Corp Companies and Teal Organizations. Happiness in the workplace. 7.4 Work tool: Holistic Impact Assessment Method. 7.5 Business case studies


Topic 8: Integration

8.1 Case study: application of Zen Business to a real project. 8.2 Development of a personal business initiative

Evaluation system

  • Participation in class and work in activities planned inside and outside the classroom: 20%
  • Development and presentation of the Final Work: 50%
  • Written exam: 30%



Coll, Josep M. (2015) Zen Bussines: the benefits of applying harmony in the company. Publishing profit.


Ken Robinson (1980): The Element. pocket


Mackey, J. & Sisodia, R. (2013): Conscious Capitalism: liberating the heroic spirit of businesses. Harvard Business School Pressl


Coll, Josep M. and Ferràs, Xavier (2017): Economics of happiness. Barcelona: Editorial Plataforma Actual


Saul, J. (2011): Social Innovation Inc. 5 strategies for driving business growth through social change. Josey Bass


Seligman, M. (2011): Flourish, a visionary new understanding of happiness and well-being