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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Customer Insights: New Product Development Orientation
Universidade de Illinois em Urbana-ChampaignUniversidade de Illinois em Urbana-Champaign
Programa - O que você aprenderá com este curso
Semana
14 horas para concluir
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 vídeos (Total 62 mín.), 6 leituras, 3 testes
5 videos
Case Method Analysis14min
Defining the Problem11min
Writing an Executive Summary9min
The BlackBerry Case15min
6 leituras
Syllabus10min
About the Discussion Forums10min
Updating Your Profile10min
Social Media10min
Module 0 Readings and Resources10min
About the Jeopardy Quiz10min
2 exercícios práticos
Orientation Quiz10min
Demographics Survey26min
4 horas para concluir
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 vídeos (Total 35 mín.), 1 leitura, 2 testes
1 leituras
Module 1 Readings and Resources10min
Semana
26 horas para concluir
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 vídeos (Total 71 mín.), 1 leitura, 4 testes
4 videos
Stages in New Product Development14min
Steps in Customer Insight Research22min
The Kellogg's Case14min
1 leituras
Module 2 Readings and Resources10min
Semana
34 horas para concluir
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 vídeos (Total 40 mín.), 1 leitura, 2 testes
3 videos
Voice of the Customer (VOC)12min
House of Quality13min
1 leituras
Module 3 Readings and Resources10min
Semana
45 horas para concluir
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 vídeos (Total 55 mín.), 1 leitura, 3 testes
5 videos
Design Thinking16min
Design Thinking Part 21min
Mapping Customer Experiences12min
Creating Customer Personas7min
Creating Customer Journey Maps17min
1 leituras
Module 4 Readings and Resources10min
1 exercício prático
End of Course Survey52min
4.5
6 avaliaçõesPrincipais avaliações do Customer Insights: New Product Development Orientation
A very refreshing melange of quirky nuances of the market very neatly portraying the insight that is required for product development. Very enlightening!
Instrutores
William Qualls
Professor Emeritus of MarketingBusiness Administration, Gies College of Business
Sobre Universidade de Illinois em Urbana-ChampaignUniversidade de Illinois em 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.
Perguntas Frequentes – FAQ
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