Business Development: From Start to Scale

By Prof. C Bhaktavatsala Rao   |   IIT Madras
Learners enrolled: 646
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 professionals

PREREQUISITES: Graduation of any discipline; No requirement to do any other course as a pre-requisite to taking this course

INDUSTRY 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
Course Status : Upcoming
Course Type : Core
Duration : 12 weeks
Start Date : 23 Jan 2023
End Date : 14 Apr 2023
Exam Date : 30 Apr 2023 IST
Enrollment Ends : 30 Jan 2023
Category :
  • Management Studies
Credit Points : 3
Level : Undergraduate/Postgraduate

Page Visits

Course layout

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

Books and references

Michael E. Porter, Competitive Strategy, New York: Free Press, 1980
Orville C. Walker, Jr., and John W. Mullins, Marketing Strategy: A Decision-Focused Approach, McGraw Hill, 2011
Philip Kotler and Gary Armstrong, Principles of Marketing, Englewood Cliffs, NJ, Prentice Hall, 1989
Philip Kotler, Leven Lane Keller, Marketing Management, Pearson, 2017W. Chan Kim and Renee Mauborgne, Blue Ocean Strategy, Harvard Business Review Press, 2017
Charles W L Hill, Gareth R Jones and Melissa A Schilling, Strategic Management, Cengage Learning, 2015
Thomas L. Wheelen, J. David Hunger, Alan N. Hoffman, and Charles E. Bamford, Strategic Management and Business Policy: Globalization, Innovation, and Sustainability, Pearson, 2015
Rao, C B, Strategic Management, Practice and Philosophy for India Inc, Notion Press, 2021

Instructor bio

Prof. C Bhaktavatsala Rao

IIT Madras
Dr. C. Bhaktavatsala Rao received his Ph.D. Degree in Industrial Management and M.Tech. Degree in Industrial Engineering from the Indian Institute of Technology Madras, Chennai. He received his B.E. Degree in Mechanical Engineering from Sri Venkateswara University, Tirupati. Dr. C. B. Rao has over 46 years of diversified experience in driving business and organizational growth in reputed world-class Indian companies, including subsidiaries of global MNCs. His expertise and experience covers pharmaceutical and automobile industries as well as other industries. He led multiple value-adding growth initiatives in the companies he was associated with, spanning conceptualization, execution, and development of green-field and brown-field projects. Dr. C. B. Rao’s recent formal leadership assignment was as Executive Chairman and Managing Director at Pfizer Healthcare India Private Limited (2010-2015). In 2016, Dr. Rao founded LeaderCrest Academy to share his experience and expertise with professional and academic communities. LeaderCrest is currently into high quality academic publishing. Dr. C. B. Rao serves as Ajit Singhvi Chair Professor in Management Studies at the Indian Institute of Technology Madras, Chennai. He also supports select global and Indian corporations as Senior Advisor and Director on the Boards. Dr. C. B. Rao has contributed over 170 papers in reputed management journals and business forums. He has authored and published nine books on strategy and leadership under the LeaderCrest banner over the last five years. Dr. C. B. Rao’s teaching and research interests include competitive strategy, strategic management, business leadership and entrepreneurship, among others.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 30 April 2023 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 8 assignments out of the total 12 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Madras. It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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