New experiences facing the education domain have stressed the importance of reconsidering the teaching and learning process in undergraduate courses. This is especially true, when you consider courses that are more market oriented like business courses. Furthermore, it is of paramount concern the identification of skills and competences that configure value to the market (i.e. organizations) and can be developed through the education process. In this sense, this paper aims to present the Universidade do Vale do Rio dos Sinos (Unisinos) experience offering an innovative undergraduate business course. We discuss the process of course construction and the first results obtained with its implementation. At the moment of writing this paper, we had two different groups in two years and with the characteristics described here, this course is completely innovative in Business courses in Brazil