Learning to code is about learning the tools to make your other jobs easier. If you won't be a programmer, you won't need computer science, knowledge how to code however helps you in whatever your chosen profession might be. If you teach someone to code and it drives him towards programming as a profession, the computer science will follow naturally. If however you teach computer science from the start, it will put off a lot of the students who would otherwise benefit from knowing how to code.

I also don't understand how monetizing, market research and team building are useful programmer skills, majority of programmers have their business people handle those parts while they focus on actually programming.

Your Shakespeare analogy is great: basic literacy is necessary at whatever you do. Being able to analyze poetry...not so much.