Business Development

Despoina Filiou, Antonios Angelakis, Margarita Komninou


The course provides a comprehensive overview of fundamental and essential concepts within business management.

Is comprised of two units:

  • Unit 1: Understanding Business and Entrepreneurship:
    • Introduces to tools and concepts within strategic decision making, innovation, evaluating new entrepreneurial ideas and taking advantage of innovative opportunities.
  • Unit 2: Understanding Consumers:
    • Introduces you to tools and concepts helping you to understand your market and clients, addressing their needs and becoming more effective in promoting your products and services.
CC - Attribution
Course Syllabus
  • Strategic management in dynamic and changing environments
  • Strategic marketing management: understanding consumer behavior and undertaking market research. Developing an effective brand and managing relations with sale and distribution channels.
  • Managing the innovation process, new product and service development and business model innovation.
  • Consumer Behaviour and Marketing Research
Course Objectives/Goals

After the completion of the course you will be able to appreciate the full extent of processes and operations that are required for developing and managing a sustainable business proposition that will satisfy changing consumer requirements and provide sustainable competitive advantage in changing external environments.  Specifically, the course will assist participants in developing the necessary skills to manage the processes involved in developing new products, services and business models that can meet new market trends and evolving consumer requirements.  Participants will appreciate the processes, practices and tools for analyzing the forces of change in the external industry and macro environments, to evaluate alternative positioning strategies, the processes underpinning effective brand development and building and maintaining distribution channels.



  • The course will provide you with a valuable insight and skills to identify and act on innovative opportunities and inform the strategic development of your enterprise or business venture now, and in the future.  
  • By the end of this course unit, you will be able to understand concepts such as entrepreneurial mindset, strategic decision making, and business modeling.  
  • You will also apply your learning through case study examples, reflective exercises and other tests.


 How well do you know your existing and prospective customers?

This course unit aims to bring you closer to your customers by introducing some general aspects related to the consumer’s buying decision-making process, as well as by exploring ways of discovering customer needs and wants through the implementation of marketing research.

By the end of this course unit, you will be surprised how even a simple low-cost marketing research can contribute to the discovery of valuable insight which will in return inform the strategic development of your enterprise!

Your opinion will be valuable for our improvement!

Evaluation questionnaire