This course is the first in the Customer Insights and New Product Development (CIPD) specialization. It will introduce learners to the tools and process of gathering customer insights for identifying and developing new product opportunities. Through an integrated set of five modules and hands-on project experiences, learners will acquire the knowledge and skills to turn their ideas gained from understanding customer needs into innovative new products.
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일리노이대학교 어버너-섐페인캠퍼스
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강의 계획 - 이 강좌에서 배울 내용
주
1완료하는 데 4시간 필요
MODULE 0: Orientation and Introduction to the Case Study Method
You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course. You will also become familiar with the tools and process of analyzing a business situation.
5 videos (Total 62 min), 6 readings, 3 quizzes
5개의 동영상
Case Method Analysis14m
Defining the Problem11m
Writing an Executive Summary9m
The BlackBerry Case15m
6개의 읽기 자료
Syllabus10m
About the Discussion Forums10m
Updating Your Profile10m
Social Media10m
Module 0 Readings and Resources10m
About the Jeopardy Quiz10m
2개 연습문제
Orientation Quiz10m
Demographics Survey26m
완료하는 데 4시간 필요
MODULE 1: What Makes a Great New Product
The high risk and cost of new product failure highlights the importance of understanding the reasons for new product successes and failures. In this module, we will identify and discuss the major reasons for new product development successes and failures. You will experience first-hand the value of creativity in developing a new product and examine the best practices of successful firms and entrepreneurs.
3 videos (Total 35 min), 1 reading, 2 quizzes
1개의 읽기 자료
Module 1 Readings and Resources10m
주
2완료하는 데 6시간 필요
MODULE 2: Product Development Customer Knowledge Requirement
This module will begin by providing an overview of the customer knowledge requirements across stages of the product development cycle. It will then provide a brief overview of qualitative and quantitative research methods and its benefits in understanding customer needs in product development.
4 videos (Total 71 min), 1 reading, 4 quizzes
4개의 동영상
Stages in New Product Development14m
Steps in Customer Insight Research22m
The Kellogg's Case14m
1개의 읽기 자료
Module 2 Readings and Resources10m
주
3완료하는 데 4시간 필요
MODULE 3: Identifying the Voice of Your Customer
This module will provide a conceptual overview of the voice of the customer method for identifying customer needs and expectations for a product or service. This module emphasizes the use of active and passive methods of observing customer behaviors.
3 videos (Total 40 min), 1 reading, 2 quizzes
3개의 동영상
Voice of the Customer (VOC)12m
House of Quality13m
1개의 읽기 자료
Module 3 Readings and Resources10m
주
4완료하는 데 5시간 필요
MODULE 4: Design Thinking and Customer Journey Maps
The purpose of the journey map is to identify the touch points of engagement with customers and to identify customer needs and expectations through the eye of the customer and their experiences.
5 videos (Total 55 min), 1 reading, 3 quizzes
5개의 동영상
Design Thinking Part 21m
Mapping Customer Experiences12m
Creating Customer Personas7m
Creating Customer Journey Maps17m
1개의 읽기 자료
Module 4 Readings and Resources10m
1개 연습문제
End of Course Survey52m
4.7
4개의 리뷰최상위 리뷰
A very refreshing melange of quirky nuances of the market very neatly portraying the insight that is required for product development. Very enlightening!
강사
William Qualls
Professor Emeritus of MarketingBusiness Administration, Gies College of Business
일리노이대학교 어버너-섐페인캠퍼스 정보
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
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