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： University of Illinois at Urbana-Champaign
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。 |
| 用户评分 |
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 个视频, 6 个阅读材料, 2 个练习测验
- 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
- 视频: Case Method Analysis
- 视频: Defining the Problem
- 视频: Writing an Executive Summary
- 视频: 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 个视频, 1 个阅读材料
- Reading: Module 1 Readings and Resources
- 视频: Why New Products Succeed
- 视频: New Product Ideas
- LTI Item: 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 个视频, 1 个阅读材料
- Reading: Module 2 Readings and Resources
- 视频: Stages in New Product Development
- 视频: Steps in Customer Insight Research
- 视频: 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
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 个视频, 1 个阅读材料
- Reading: Module 3 Readings and Resources
- Discussion Prompt: Module 3 Discussion: Lead Users
- 视频: Voice of the Customer (VOC)
- LTI Item: 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 个视频, 1 个阅读材料, 1 个练习测验
- Reading: Module 4 Readings and Resources
- 视频: Design Thinking Part 2
- 视频: Mapping Customer Experiences
- 视频: Creating Customer Personas
- 视频: Creating Customer Journey Maps
- LTI Item: Jeopardy Quiz: Design Thinking
- Practice Quiz: End of Course Survey
已评分: Customer Journey Mapping Exercise
常见问题解答
运作方式
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
制作方
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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