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.
教学大纲 - 您将从这门课程中学到什么
周
1完成时间为 4 小时
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 个视频 （总计 62 分钟）, 6 个阅读材料, 3 个测验
5 个视频
Case Method Analysis14分钟
Defining the Problem11分钟
Writing an Executive Summary9分钟
The BlackBerry Case15分钟
6 个阅读材料
Syllabus10分钟
About the Discussion Forums10分钟
Updating Your Profile10分钟
Social Media10分钟
Module 0 Readings and Resources10分钟
About the Jeopardy Quiz10分钟
2 个练习
Orientation Quiz10分钟
Demographics Survey26分钟
完成时间为 4 小时
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 个视频 （总计 35 分钟）, 1 个阅读材料, 2 个测验
1 个阅读材料
Module 1 Readings and Resources10分钟
周
2完成时间为 6 小时
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 个视频 （总计 71 分钟）, 1 个阅读材料, 4 个测验
4 个视频
Stages in New Product Development14分钟
Steps in Customer Insight Research22分钟
The Kellogg's Case14分钟
1 个阅读材料
Module 2 Readings and Resources10分钟
周
3完成时间为 4 小时
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 个视频 （总计 40 分钟）, 1 个阅读材料, 2 个测验
3 个视频
Voice of the Customer (VOC)12分钟
House of Quality13分钟
1 个阅读材料
Module 3 Readings and Resources10分钟
周
4完成时间为 5 小时
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 个视频 （总计 55 分钟）, 1 个阅读材料, 3 个测验
5 个视频
Design Thinking16分钟
Design Thinking Part 21分钟
Mapping Customer Experiences12分钟
Creating Customer Personas7分钟
Creating Customer Journey Maps17分钟
1 个阅读材料
Module 4 Readings and Resources10分钟
1 个练习
End of Course Survey52分钟
4.6
5 个审阅来自Customer Insights: New Product Development Orientation的热门评论
A very refreshing melange of quirky nuances of the market very neatly portraying the insight that is required for product development. Very enlightening!
讲师
William Qualls
Professor Emeritus of MarketingBusiness Administration, Gies College of Business
关于 伊利诺伊大学香槟分校
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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