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Indian Institute of Technology Madras

Business Development: From Start to Scale

Indian Institute of Technology Madras and NPTEL via Swayam

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Overview

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ABOUT THE COURSE: This 12-week, 60 lecture course titled ""Business Development: From Start to Scale"" equips the learners with various concepts and frameworks for establishing and growing businesses. Focusing on customers and markets, the course covers the foundational as well as advanced constructs of business development. Multiple practical examples and case studies are provided. This versatile course will be useful for students and working professionals, and relevant for startups and entrepreneurial firms as well as established small, medium, and large companies for crafting and executing their growth journey. This course, in addition, will be an ideal next-step course for those who would complete the Entrepreneurship course.INTENDED AUDIENCE: All graduates and working professionalsPREREQUISITES: Graduation of any discipline; No requirement to do any other course as a pre-requisite to taking this courseINDUSTRY SUPPORT: Likely to be recognized by all types of industries and all types of firms as starting up and scaling up of business is a universal and perpetual need

Syllabus

Week 1: Business Fundamentals
  • Understanding Business Development
  • Marketing and Business Development
  • Markets and Marketing
  • Strategy Formulation
  • Business Development Cases
Week 2: Business Development Strategies
  • Successful Businesses
  • Industry and Market
  • Vision, Mission and Strategy
  • Goals
  • Case Studies of Business Development Excellence
Week 3: Industry Structure and Company Analysis
  • Industry and Business
  • Porter’s Five Forces Theory
  • Industrial Transformations
  • Competitive Strategies
  • Company Analysis
Week 4: Market and Competitor Analysis
  • Industry, Market and Business
  • Industry and Market Analysis
  • Market Structures
  • Demand Forecasting
  • Competitor Analysis
Week 5: Connecting with Customers
  • Customer Characteristics
  • Customer Typologies
  • Market Research and Design Thinking
  • Customer bonding
  • Customer Relationship Management
Week 6: Business and Market Segments
  • Market and Market Descriptors
  • Market and Product Segmentation
  • Product-Market Segmentation
  • Segmentation Deep Dive
  • Market Attractiveness and Competitive Positioning
Week 7: Branding and Pricing
  • Branding
  • Brand Organisation
  • Advertising and Communication
  • Servitization
  • Pricing
Week 8: Corporate Development
  • A New IT Start-up
  • An FMCG Start-up
  • A Logistics Start-up
  • A Nutraceuticals Start-up
  • A Telecom Fightback
Week 9: Business Development Structures
  • Collaborations
  • Strategic Alliances
  • Joint Ventures
  • Subsidiaries
  • Mergers and Acquisitions
Week 10: Business Development Competencies
  • Value Chain Competencies
  • Functional Competencies
  • Negotiation Skills
  • Cultural Skills
  • Leadership Attributes
Week 11: Strategies for Markets and Industries
  • Growth Strategies
  • Growth Examples
  • Fragmented Industries and Emerging Industries
  • Mature Industries and Declining Industries
  • Global Industries and New Businesses
Week 12: Business Development Case Studies
  • Business Transformation
  • Strategic Alliances for Growth
  • Business Turbulence
  • Creating Value
  • From Start to Scale
  • In Closing

Taught by

Prof. C Bhaktavatsala Rao

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