关于此课程： 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.
制作方： 伊利诺伊大学香槟分校
教学方： William Qualls, Professor Emeritus of Marketing
Business Administration, Gies College of Business
| 级别 | Beginner |
| 语言 | English |
| 如何通过 | 通过所有计分作业以完成课程。 |
授课大纲
第 1 周
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 视频, 6 阅读材料, 2 练习测试
- 视频: Welcome to Customer Insights: Orientation!
- Leyendo: Syllabus
- Leyendo: About the Discussion Forums
- Cuestionario de práctica: Orientation Quiz
- Cuestionario de práctica: Demographics Survey
- Leyendo: Updating Your Profile
- Cuadro de aviso de la discusión: Getting to Know Your Classmates
- Leyendo: Social Media
- Leyendo: Module 0 Readings and Resources
- 视频: Case Method Analysis
- 视频: Defining the Problem
- 视频: Writing an Executive Summary
- 视频: The BlackBerry Case
- Leyendo: About the Jeopardy Quiz
- Elemento 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 视频, 1 阅读材料
- Leyendo: Module 1 Readings and Resources
- 视频: Why New Products Fail
- 视频: Why New Products Succeed
- 视频: New Product Ideas
- Elemento LTI: Jeopardy Quiz: Why New Products Fail
已评分: Chindogu Invention
第 2 周
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 视频, 1 阅读材料
- Leyendo: Module 2 Readings and Resources
- 视频: Identifying Customer Needs
- 视频: Stages in New Product Development
- 视频: Steps in Customer Insight Research
- 视频: The Kellogg's Case
- Cuadro de aviso de la discusión: Module 2 Discussion: Kellogg's
- Elemento LTI: Jeopardy Quiz: Identifying Customer Needs
- Elemento LTI: Jeopardy Quiz: Stages in NPD
- Elemento LTI: Jeopardy Quiz: Customer Insights Research Frameworks
已评分: Kellogg's Case Analysis
第 3 周
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 视频, 1 阅读材料
- Leyendo: Module 3 Readings and Resources
- 视频: Identifying Customer Needs through Lead Users
- Cuadro de aviso de la discusión: Module 3 Discussion: Lead Users
- 视频: Voice of the Customer (VOC)
- Elemento LTI: Jeopardy Quiz: Voice of the Customer
- 视频: House of Quality
已评分: Translating Customer Need Requirements from Lead Users
第 4 周
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 视频, 1 阅读材料, 1 练习测试
- Leyendo: Module 4 Readings and Resources
- 视频: Design Thinking
- 视频: Design Thinking Part 2
- 视频: Mapping Customer Experiences
- 视频: Creating Customer Personas
- 视频: Creating Customer Journey Maps
- Elemento LTI: Jeopardy Quiz: Design Thinking
- Cuestionario de práctica: End of Course Survey
已评分: Customer Journey Mapping Exercise
常见问题解答
运作方式
Trabajo del curso
Cada curso es como un libro de texto interactivo, con videos pregrabados, cuestionarios y proyectos.
Ayuda de tus compañeros
Conéctate con miles de estudiantes y debate ideas y materiales del curso, y obtén ayuda para dominar los conceptos.
Certificados
Obtén reconocimiento oficial por tu trabajo y comparte tu éxito con amigos, compañeros y empleadores.
制作方
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.
评分和审阅
