Develop a broad understanding of how winning companies operate externally to create successful businesses, build strong market positions and grow profitably over the long term. This comprehensive course provides the knowledge to make informed career choices for students deciding on the next degree, emerging leaders exploring cross-functional opportunities, or entrepreneurs starting a new business.

In the first module, 'Market Research, Customers & Segments', you will understand the basics of market research, customer problem identification and developing compelling value propositions. You will learn the skills necessary to study markets, customers and competitors to make sound business decisions. In the second module, 'Value-Based Marketing & Marketing Communication', you will understand how to create and communicate strong customer value. You will learn the principles of branding, advertising, pricing, and communication essential for a strong brand presence. In the third module, 'Sales Channels & Distribution, B2B & B2C Selling', you will explore the critical aspects of sales channels and distribution strategies. You will gain insights into and understand the skills to sell to consumers (B2C) or other businesses (B2B). Finally, in the fourth module, 'Customer Service Management, Supply Chain & Logistics', you will understand how companies optimise their supply chains to deliver products on time and maintain high customer satisfaction. You will learn the processes and skills to manage customer relationships, foster loyalty, and ensure great customer experiences. This course complements 'BUS101 Introduction to Business Management—Winning Internally', which provides the knowledge and skills for superior performance in internal business operations and organisational management.