Informações sobre o curso: 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.
Desenvolvido por: University of Illinois at Urbana-Champaign
Ministrado por: William Qualls, Professor Emeritus of Marketing
Business Administration, Gies College of Business
| Nível | Beginner |
| Idioma | English |
| Como ser aprovado | Seja aprovado em todas as tarefas para concluir o curso. |
| Classificação do usuário |
Programa
SEMANA 1
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, 6 readings, 2 practice quizzes
- Материал для самостоятельного изучения: Syllabus
- Материал для самостоятельного изучения: About the Discussion Forums
- Тренировочный тест: Orientation Quiz
- Тренировочный тест: Demographics Survey
- Материал для самостоятельного изучения: Updating Your Profile
- Вопрос для обсуждения: Getting to Know Your Classmates
- Материал для самостоятельного изучения: Social Media
- Материал для самостоятельного изучения: Module 0 Readings and Resources
- Vídeo: Case Method Analysis
- Vídeo: Defining the Problem
- Vídeo: Writing an Executive Summary
- Vídeo: The BlackBerry Case
- Материал для самостоятельного изучения: About the Jeopardy Quiz
- Элемент LTI: Jeopardy Quiz: Case Study Method
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, 1 reading
- Материал для самостоятельного изучения: Module 1 Readings and Resources
- Vídeo: Why New Products Succeed
- Vídeo: New Product Ideas
- Элемент LTI: Jeopardy Quiz: Why New Products Fail
Nota atribuída: Chindogu Invention
SEMANA 2
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, 1 reading
- Материал для самостоятельного изучения: Module 2 Readings and Resources
- Vídeo: Stages in New Product Development
- Vídeo: Steps in Customer Insight Research
- Vídeo: The Kellogg's Case
- Вопрос для обсуждения: Module 2 Discussion: Kellogg's
- Элемент LTI: Jeopardy Quiz: Identifying Customer Needs
- Элемент LTI: Jeopardy Quiz: Stages in NPD
- Элемент LTI: Jeopardy Quiz: Customer Insights Research Frameworks
Nota atribuída: Kellogg's Case Analysis
SEMANA 3
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, 1 reading
- Материал для самостоятельного изучения: Module 3 Readings and Resources
- Вопрос для обсуждения: Module 3 Discussion: Lead Users
- Vídeo: Voice of the Customer (VOC)
- Элемент LTI: Jeopardy Quiz: Voice of the Customer
- Vídeo: House of Quality
Nota atribuída: Translating Customer Need Requirements from Lead Users
SEMANA 4
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, 1 reading, 1 practice quiz
- Материал для самостоятельного изучения: Module 4 Readings and Resources
- Vídeo: Design Thinking Part 2
- Vídeo: Mapping Customer Experiences
- Vídeo: Creating Customer Personas
- Vídeo: Creating Customer Journey Maps
- Элемент LTI: Jeopardy Quiz: Design Thinking
- Тренировочный тест: End of Course Survey
Nota atribuída: Customer Journey Mapping Exercise
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Desenvolvedores
University of Illinois at Urbana-Champaign
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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