Business Development

MicroMasters Program




168 hours


4-6 Hours weekly




£ 1999

Why Business Development MicroMasters?

Business Development is commonly defined as the pursuit of strategic opportunities for a particular business or organization. Business Development is not just for large corporations, it is a crucial angle for small and medium scale businesses as well. An executive in a Business Development should be responsible for the creation of long-term value through growing customer bases, identifying new business opportunities, opening new geographies, and enhancing commercial relationships. It is such a critical part of any company seeking growth.

Business development teams identify areas of opportunity: new products, new markets, new partnerships, and new distribution channels. It’s critical to start with clear objectives. Business development is a marketing tool, a sales channel, a source of innovation, or a corporate development hub. The MicroMasters course helps you to how identify and build momentum for new initiatives. It gives you the insight needed to build a business development function within your organization. Provides methods to manage a business development team, and shares how to scale the function as your opportunities grow.

Who is this program for?


  • Introduction to strategic management.
  • Analyze your firm’s internal fit.
  • The difference between organizational effectiveness and strategy.
  • The importance of tradeoffs.
  • The value chain.
  • Interactions among strategic choices.
  • Red Ocean Strategy.
  • Corporate Strategy: Explore the tools that help to decide on the scope of the business.
  • Generic Strategy I: Become familiar with cost leadership strategies.
  • Generic Strategy II: Become familiar with differentiation strategies.
  • Blue Ocean Strategy.
  • Blue Ocean Strategy: Understand how to create uncontested market space and make competition irrelevant.
  • Mapping your firm’s activity system.
  • Analyze your firm’s external fit.
  • The concept of “value”.
  • Industry analysis.
  • Your value proposition.
  • Strategic Positioning.
  • Maintaining your firm’s dynamic fit.
  • The origins of your firm’s strategy.
  • Drivers of strategy evolution.
  • Barriers to organizational change (perception, knowledge, motivation, and coordination challenges).
  • Disruptive technological changes.
  • Creating new strategies and initiatives.
  • Creating new strategic possibilities.
  • Identifying conditions for success for each possibility.
  • Designing empirical tests.
  • Selecting strategic possibilities.
  • Important shifts in mindsets.
  • The nature of the sustainability problems faced by businesses.
  • The business case for sustainability: Links between sustainability strategy and corporate performance.
  • Integrate sustainability concerns into their business strategy? Which tools and techniques may be employed for this?
  • Applied understanding of stakeholder management, non-market environment and issues/crisis management.
  • Five Different Customer Experiences.
  • Connected Customer Experience Example.
  • The Customer Journey.
  • Interact with people.
  • Persuade people.
  • Find prospects.
  • Repeat to Push Out the Frontier.
  • Repeat and Competitive Advantage.
  • Four Levels of Customization.
  • The Connected Producer.
  • The Connected Retailer, the Connected Market Maker, and the Crowd Orchestrator.
  • Peer to Peer Network Creators.
  • The Connected Strategy Matrix.
  • The Connected Toothbrush.
  • The Revenue Model: 5 Principles.
  • Deconstructing Your Connected Strategy.
  • Classification Trees and Selection Tables.
  • Bottom-Up Innovation.
  • Why Talk About Disruption.
  • The Case of Imaging.
  • The Innovators Dilemma.
  • Connectivity and Disruption.
  • Connected Strategy Conclusion.
  • Strategic Alliances.
  • Alliance Purpose: Explore the concept and different types of strategic alliances.
  • Alliance Pay-Off: Reflect upon the opportunities and risks of strategic alliances.
  • Collaborative Networks.
  • Cooperation & partnerships.
  • Ecosystems: Uncover the key elements of effective ecosystem orchestration.
  • Open Innovation: Learn about open innovation as a collaborative approach to new product development.
  • Social Responsibility.
  • Business and Society: Reflect upon the role of business in society and identify its contributions to the public good.
  • Business Ethics.
  • Business Model Canvas.
  • Product Development.
  • Service Development.
  • Portfolio Management.
  • Size markets.
  • Find new product opportunities.
  • Increase prices.
  • Practical Knowledge.
  • Product perspective of business development, including software & services.
  • Agile approaches to developing products, software and services.
  • Understand customer needs and convert them into solutions.
  • Product features vs. customer satisfaction.
  • Innovation management.
  • Product life cycle & S-curve model.
  • Customer psychology.
  • Sales perspective of business development.
  • Basics of interpersonal selling.
  • Competitive Edge.
  • Customer journey.
  • Sustainable customer relationships.
  • Define and expand sales channels.
  • Push vs. pull incentives.
  • Marketing perspective of business development.
  • Understand buyer behavior.
  • Market segmentation.
  • Marketing strategies.
  • Marketing and communication tools.
  • Push vs. pull communication.
  • Sales promotions.
  • Grow a business.
  • Growth Strategies.
  • Identity strategic growth opportunities.
  • Growth through price increases.
  • Growing through customer acquisition.
  • Getting customers – strategy part 1.
  • Getting customers – strategy part 2.
  • Growth relies on clear financial goals.
  • Measure demand for your product before you create it.
  • Growth hacking a product launch.
  • The early stages of growth.
  • Riding a wave is easier than making one.
  • What if you’re first to market?
  • How marketing budgeting drives growth.
  • Application of the growth levers of business development.
  • Prepare: Plan Your Negotiation Strategy.
  • Position Based and Interest Based Negotiation.
  • Analyzing the Negotiation.
  • The key elements of conducting a successful negotiation.
  • How to develop a negotiation strategy and creatively resolve issues.
  • How to identify, assess and achieve client objectives in a negotiation.
  • Practice Your Negotiation Skills.
  • Negotiation Preparation.
  • Your Negotiation Exercise.
  • Planning for Negotiation and Negotiation Tactics.
  • Best Alternative to a Negotiated Agreement.
  • Negotiation dynamics and how to prepare for uncertainty.
  • Negotiation Styles.
  • The role of trust and rapport in successful negotiated agreements.
  • How to identify, assess and achieve client objectives in a negotiation.
  • How to handle unexpected developments in a business negotiation, such as conflicting objectives, cultural differences, and impasses.
  • The role of political considerations in business negotiations.
  • How well you are performing at each stage of the negotiation process, using scheduled assessments and debriefing sessions.
  • Getting to Know the Other Side and Using Power in Negotiations.
  • Psychological Tools: Introduction and Mythical Fixed Pie Assumption.
  • Psychological Tools, Creating and Performing the Contract, and Building a Larger Pie.
  • Anchoring, Overconfidence, and Framing.
  • Availability, Escalation, Reciprocation, Contrast Principle, and Big Picture Perspective.
  • Dual Strategy.
  • The Implementation Strategy.
  • The Internationalization Strategy.
  • Cultural Diversity and Negotiation.
  • International Negotiations.
  • Cross-Cultural Negotiations.
  • Ethical Issues and Standards.
  • The Strategy of Context.
  • Complex Negotiations.
  • Practices in Negotiation.
  • Becoming an Effective Leader.
  • Leading the Organization.
  • Leading High-Performing Teams.
  • Leading in a Complex Environment.
  • Get on the Balcony.
  • Identify the Work to Be Done.
  • Lead with, Beyond, and Without Authority.
  • Take Action: Think Politically.
  • Take Action: Build Trust.
  • Take Action: Orchestrate Conflict.
  • Anchor Yourself.
  • Leading with integrity.
  • Develop a global and diverse work-force.
  • Lead through change.
  • Manage conflict, power, and politics.
  • Methods and processes of business analytics.
  • Recognize trends, detect outliers, and summarize data sets concisely.
  • Analyze relationships between variables.
  • Develop and test hypotheses to inform managerial decisions.
  • Craft sound survey questions and draw conclusions from samples of a larger population.
  • Estimate the accuracy of statistics by calculating confidence intervals.
  • Formulate questions to be solved through statistical analysis.
  • Analyze data using statistical methods.
  • Perform single and multiple variable regression analysis using Excel and interpret the output.
  • Using analytic methods and create competitive advantages from data.
  • Use analytics as the basis for creating value.
  • Building the managerial culture to operate in this way and create competitive advantages from enterprise data.
  • Use spreadsheet applications like Microsoft Excel to execute basic analyses.
  • Calculate and analyze market size and market share.
  • Visualize and communicate data with charts and graphs.
  • How to communicate different types of revenue, cost, and key profitability metrics.

Key Programme Takeaways

  • Identify factors that drive growth, and focus on leadership skills and management systems needed to identify opportunities.

  • Explore tools and techniques in writing practicable business continuity plan.

  • Understand business risk management standards and approaches.

  • Understand the essential steps in developing a project proposal.

  • Explanation & definition of business development and the explanation of the tasks of the Business Development Manager.

Your Learning Journey

The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world and you will learn about the track details, materials, assignments, and final project.

On other weeks, you have learning goals set for the week. The goals would include the online interactive lectures and completing the assignments. All assignments need to be submitted within one week.

The programme features weekly live online sessions with industry practitioners who are available to help you clarify your doubts pertaining to the content. Assignments are graded by the program faculty.

Discussion boards are an integral part of each module and provide a forum where participants can interact, share ideas, and ask questions.

Live webinars with Everest Business School provide opportunity for additional instruction as well as Q&A sessions for the group.

The Programme Support team will follow up over emails and phone calls with learners who are unable to submit their assignments on time or have any other concerns during the learning journey till sending the MicroMasters’ final grade.