The business model canvas in practice

The business model canvas in practice - 6 ECTS

More than five million executives, businessmen and entrepreneurs use the business model canvas tool (popularly known as the canvas model), as well as the value proposition to propose, prototype and validate bankable and scalable business models.  

This course not only presents both canvases but also delves into both the theoretical foundations and their application in a practical way. Generating, at its conclusion, the corresponding document in form of Business Plan. Access to the syllabus

Taught by:

Santiago Ramón (Ravensburg, Germany 1961) is a Associate Professor in the Area of Organisation of Companies at the University of Alcalá. He is certified by Stratagyzer in the Business Model Canvas (Boston 2016) and is member of the first promotion of the School of Business Angels of the Deusto Business School (Madrid  2017). He started his professional experience with the implementation of business models as the General Manager of the German supermarket company LIDL, which was established in Spain in the 90s. He got specialised in Interim Management from 2001, and therefore has 20 years of experience in the generation, validation and implementation of different business models.


Dates of teaching:

  • August 16, 17, 18, 19, 23, 24, 25 and 26, 2021


  • 15:00 – 20:00 hrs.


  • Spanish or English


  • Mixed (virtual and face-to-face)