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Business Mind – Mastering Business Development

Master in Practice the Product, Sales and Marketing Perspective of Business Development
Sobair Barak
53 students enrolled
English [Auto]
Business Development
Business Unit Development
Business Area Development
Growth Strategies
Product Development
Software Development
Service Development
Portfolio Management
Business Model Canvas
Practical Knowledge
Entrepreneurial Action

In this course you will learn how to master business development in practice. The contents are structured as follows:

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

  2. Product perspective of business development, including software & services.

    • Understand customer needs and convert them into solutions

    • Product features vs. customer satisfaction

    • Innovation management

    • Agile approaches to developing products, software and services

    • Product life cycle & S-curve model

    • Portfolio management

    • Customer psychology

  3. Sales perspective of business development

    • Basics of interpersonal selling

    • Customer journey

    • Sustainable customer relationships

    • Define and expand sales channels

    • Push vs. pull incentives

    • Cooperations & partnerships

  4. Marketing perspective of business development

    • Understand buyer behavior

    • Market segmentation

    • Marketing strategies

    • Expansion and internationalization strategies

    • Marketing and communication tools

    • Push vs. pull communication

    • Sales promotions

  5. Merging of the perspectives in the Business Model Canvas

    • Structuring of new and existing business models

Within the sections you will find a variety of exercises and practical examples to enable you to put what you have learned into practice.

The various contents were selected according to their practical suitability. I deliberately teach learning content, which has helped me in my professional career to achieve years of growth in my business areas, supplemented by knowledge that will be useful for you. The topics you will learn will help you to make an excellent entry into business development or to broaden your horizons in your current business development position.

Explanation & Definition Business Development

1.1 Introduction and Exercise 1

At the beginning I would like to introduce myself briefly and find an explanation & definition for the term business development. I will also explain the job of a Business Development Manager. In order not to go too deep into the theory, we are already going into the core content of business development - the different perspectives.

1.2 Explanation and Definition Business Development
1.3 Growth Strategies According to Ansoff
1.4 Conditions for Business Development

Product Perspective of Business Development

2.1 Introduction Product Perspective

In this section, I will start with you into the product perspective of business development. Please be aware that the product perspective also includes software and services, so that what you have learned can also be transferred to these areas. At the end of this part you should know which levers are available to you for products, software and services in order to apply business development.

2.2 Understand and Identify Needs
2.3 Customer Satisfaction vs. Product Features and Exercise 2
2.4 Turning Ideas into Solutions and Exercise 3
2.5 Agile Approaches to the Realization of Solutions - Cyclic Approach
2.6 Agile Approaches to the Realization of Solutions - Scrum
2.7 Product Life Cycle and S-Curve
2.8 Portfolio Management
2.9 Exercise 4 and Conclusion Product Perspective

Sales Perspective of Business Development

3.1 Introduction Sales Perspective and Exercise 5

In the previous part we focused on the product perspective of business development. This is important in order to develop solutions that satisfy specific customer and market needs and are therefore purchased in the next step. This is exactly what we focus on in this part, namely the sales perspective of business development. As an introduction, I would like to teach you sales skills with which you can develop an understanding of good selling. The subsequent steps build on this understanding. As part of the sales perspective, we will talk about using additional sales channels, opening up new markets and starting collaborations. Again, I will show you a number of levers for upscaling the business using sales tools.

3.2 Understanding the Personality of People
3.3 How to Sell to People
3.4 Business Development Cycle from Customer Perspective
3.5 Scaling up Through Sales Structure
3.6 Design of the Sales Channel Structure and Exercise 6
3.7 Push and Pull Incentives for Sales Stimulation
3.8 Cooperation & Partnerships and Exercise 7
3.9 Conclusion and Summary Sales Perspective

Marketing Perspective of Business Development

4.1 Introduction Marketing Perspective

In the previous parts you learned what needs to be considered on the product, software and service side in order to apply business development. Then we dealt with the relevant growth levers in sales, which lead to a higher sales flow of marketed solutions. However, both perspectives have one important thing in common: that the best inventions are hardly successful if they are not properly marketed. For this reason, we are now going into the marketing perspective of business development in this section in order to give you a comprehensive understanding of business development. This will help you to develop and promote good solutions and, last but not least, to permanently inspire new and existing customers to buy. In terms of business development, communication activities are extremely important in marketing. However, marketing is so much more than just communication at the same time and also offers a variety of levers for upscaling the business. In order to show you these growth levers, we focus in this section on the marketing perspective of business development.

4.2 Understanding Buyer Behavior and Exercise 8
4.3 Customer Segmentation and Exercise 9
4.4 Marketing Strategies and Exercise 10 and 11
4.5 Expansion Strategies
4.6 Introduction Communication Instruments and Online Communication
4.7 Classic Advertising, Sales Promotions and Event Marketing
4.8 Sponsorship, Product Placement and Exercise 12
4.9 Conclusion and Summary Marketing Perspektive

Merging the Perspectives in the Business Model Canvas

5.1 Introduction Business Model Canvas

In this part, we bring the various growth levers together with your new or existing business model. I would like to discuss the Business Model Canvas with you, which will enable you to structure your business model and add the new insights so that you can make the best possible use of the growth levers.

5.2 Explanation of the Business Model Canvas Fields
5.3 Exercise 13
5.4 Key Messages Business Mind
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Business Mind – Mastering Business Development
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