À propos de ce cours : 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.
Créé par : Université de l'Illinois à Urbana-Champaign
Enseigné par : William Qualls, Professor Emeritus of Marketing
Business Administration, Gies College of Business
| Niveau | Beginner |
| Langue | English |
| Comment réussir | Réussissez tous les devoirs notés pour terminer le cours. |
Programme de cours
SEMAINE 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 vidéos, 6 lectures, 2 quiz pour s'exercer
- Vidéo: Welcome to Customer Insights: Orientation!
- Reading: Syllabus
- Reading: About the Discussion Forums
- Practice Quiz: Orientation Quiz
- Practice Quiz: Demographics Survey
- Reading: Updating Your Profile
- Discussion Prompt: Getting to Know Your Classmates
- Reading: Social Media
- Reading: Module 0 Readings and Resources
- Vidéo: Case Method Analysis
- Vidéo: Defining the Problem
- Vidéo: Writing an Executive Summary
- Vidéo: The BlackBerry Case
- Reading: About the Jeopardy Quiz
- LTI Item: 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 vidéos, 1 lecture
- Reading: Module 1 Readings and Resources
- Vidéo: Why New Products Fail
- Vidéo: Why New Products Succeed
- Vidéo: New Product Ideas
- LTI Item: Jeopardy Quiz: Why New Products Fail
Noté: Chindogu Invention
SEMAINE 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 vidéos, 1 lecture
- Reading: Module 2 Readings and Resources
- Vidéo: Identifying Customer Needs
- Vidéo: Stages in New Product Development
- Vidéo: Steps in Customer Insight Research
- Vidéo: The Kellogg's Case
- Discussion Prompt: Module 2 Discussion: Kellogg's
- LTI Item: Jeopardy Quiz: Identifying Customer Needs
- LTI Item: Jeopardy Quiz: Stages in NPD
- LTI Item: Jeopardy Quiz: Customer Insights Research Frameworks
Noté: Kellogg's Case Analysis
SEMAINE 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 vidéos, 1 lecture
- Reading: Module 3 Readings and Resources
- Vidéo: Identifying Customer Needs through Lead Users
- Discussion Prompt: Module 3 Discussion: Lead Users
- Vidéo: Voice of the Customer (VOC)
- LTI Item: Jeopardy Quiz: Voice of the Customer
- Vidéo: House of Quality
Noté: Translating Customer Need Requirements from Lead Users
SEMAINE 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 vidéos, 1 lecture, 1 quiz pour s'exercer
- Reading: Module 4 Readings and Resources
- Vidéo: Design Thinking
- Vidéo: Design Thinking Part 2
- Vidéo: Mapping Customer Experiences
- Vidéo: Creating Customer Personas
- Vidéo: Creating Customer Journey Maps
- LTI Item: Jeopardy Quiz: Design Thinking
- Practice Quiz: End of Course Survey
Noté: Customer Journey Mapping Exercise
FAQ
Comment cela fonctionne
Coursework
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Créateurs
Université de l'Illinois à 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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