Course scope

The subject focuses on developing a business project that may support a capstone degree assignment or extend participants’ interests within their chosen professional specialisation. Participants learn to define a problem precisely, formulate objectives and hypotheses, identify audiences and stakeholders, choose research methods, collect data and determine the appropriate scope of planned activities.

The programme covers successive stages of project development: analysing needs and the market environment, selecting sources and research methods, developing the project rationale, planning resources and schedules, and defining ways of measuring outcomes. Depending on their chosen topic, participants work on elements of a business plan, market analysis, an operating model, or a concept for a product, service or media initiative.

The teaching approach combines academic experience with entrepreneurial and consultancy practice. A project is treated not simply as a final document, but as a process of organising knowledge, testing assumptions and justifying decisions. Particular importance is attached to openness to feedback, the careful consideration of alternative solutions and the ability to revise a concept in response to evidence.

Responsibility for the proposed action is an integral part of project work. Participants examine whether their assumptions are realistic, how data are used, what promises are being made and how a project may affect customers, employees and other stakeholders. The objective is not merely to produce an attractive presentation, but to develop a coherent and credible concept whose assumptions can be explained and defended.

Learning outcomes

By the end of the classes, participants are able to:

formulate a project problem and translate it into clearly defined objectives and outcomes;
select sources, analytical methods and research tools appropriate to the project;
analyse audience needs, the market environment and the roles of key stakeholders;
develop a coherent project concept covering implementation stages, resources, risks and outcome measurement;
collaborate effectively, use feedback and justify revisions to a proposed solution;
present a project and evaluate its feasibility, credibility and possible social consequences.

Teaching methods

project workshops leading from problem diagnosis to concept development;
analysis of business plans, projects and ventures from different sectors;
work with data, market analysis and tools for assessing audience needs;
consultations and peer feedback supporting successive stages of development;
project presentations followed by discussion of assumptions, feasibility and responsibility.

This approach enables participants to develop their projects progressively, test key assumptions and respond thoughtfully to identified limitations.

Target group

The classes are intended primarily for students of business, management, marketing, communication and media who are preparing a capstone project or developing their own venture concept. They are also relevant to those interested in project work, entrepreneurship and the implementation of evidence-based solutions.

Academic and professional relevance

The subject develops the ability to translate a research problem into a structured project and to select methods, evidence and evaluation criteria deliberately. It supports the preparation of practice-oriented and project-based degree assignments.

It develops competencies relevant to project planning, market analysis, project coordination and the presentation of recommendations. It also strengthens collaboration, responsible decision-making and the ability to communicate project assumptions to different stakeholder groups.