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Aim:
The essence of business consists of matching product solutions to buyer problems. Business Development is the process of renewing this matching process.
Course description
Business development assessments and interorganizational relationships are the main topics of this course. Both technology and business relations are seen as triggers of new business models. The student learns about economic, social and marketing theory in B2B context with focus on value based network approaches and applies this to business development.
Key words
economic theory, marketing concepts, market dynamics, e-business, business networks and strategy.
Assessment
The final grade is based on a combined assessment of group and individual work. Group work consists of case analysis
assignments and one research assignment and the individual work consists of an exam.
The grade is build up as follows:
Case analysis and review assignment (10%)
Research assignment (40%)
Individual exam (50%)
Each part of the grade should be at least a 5.5
Contribution to the programme learning goals
Course contributes to advanced knowledge in the field of business administration, development of academic competences such critically reflection and application of theory to the analysis of business problems, and development of general competences such as oral and written presentation skills.
Knowledge integration with other courses
Further elaborates on business relationships and networks issue which are introduced in course Global Strategy and Marketing. Business development allways also involves innovation, therefore the course on innovation have communalities with this course, were this course focusses on the external environment others have a more internal organizational focus or pay attention to attributes of entrepreneurs.
Recommended prior knowlegde
Basic knowledge on marketing is desired (e.g. Kotler Principles of Marketing)
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