课程信息
3.0
2 个评分
2 个审阅
This course will highlight the potential of quantitative marketing research for assessing new product opportunities. In addition to focusing on the skills and practices for a successful New Product Development (NPD), the course will illustrate the multi-faceted challenges of NPD using authentic business situations. The first module will provide business practice foundations to help learners devise creative solutions to problems using a design-thinking framework. Learners will experience the idea creation process and then apply the role of surveys for evaluating consumer responses to an idea before introducing a product to market. The second module will explore the technique of conjoint analysis for quantifying the customer benefits, customer values, and the trade-off he or she is willing to make between the price of the product and desired features of the product or service. Concept testing identifies perceptions, wants, and needs of a product or service as the foundation of targeting and positioning a product in the marketplace. The third module will describe a multitude of tools for assessing technology readiness and defining the product features to target the key customer need requirements. Learners will hear an in-depth interview with one of the leading U.S. business executives on the management challenges of innovation. Learners will develop a survey (with appropriate data privacy agreements) and analyze the data for decisions about the pricing and positioning a new product into a focused market. The fourth module will illustrate the use of the tools to create a sales and pricing forecast for a new product. Three new product ideas representing three different types of market unknowns will be analyzed using market research tools. Upon completion of this course, the learner will have defined and redefined their product idea and created a credible sales forecast for use in an overall business case....
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100% 在线课程

立即开始,按照自己的计划学习。
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可灵活调整截止日期

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Clock

Approx. 10 hours to complete

建议:5 hours/week...
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English

字幕:English...
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Clock

Approx. 10 hours to complete

建议:5 hours/week...
Comment Dots

English

字幕:English...

教学大纲 - 您将从这门课程中学到什么

Week
1
Clock
完成时间为 2 小时

Welcome

This course will highlight the potential of quantitative marketing research for assessing new product opportunities. The first three modules will provide the foundations to help learners identify creative solutions to problems using a design thinking framework, introduced in Module 4. ...
Reading
1 个视频(共 11 分钟), 4 个阅读材料, 2 个测验
Reading4 个阅读材料
Syllabus10分钟
About the Discussion Forums10分钟
Updating Your Profile10分钟
Social Media10分钟
Quiz2 个练习
Orientation Quiz10分钟
Demographics Survey26分钟
Clock
完成时间为 3 小时

Module 1: Idea Generation

In this first module, we will help learners understand the role of surveys and the ability to evaluate consumer responses to an idea before introducing a product to market. Concept testing identifies perceptions, wants, and needs of a product or service as the foundation of targeting and positioning a product in the marketplace....
Reading
3 个视频(共 50 分钟), 2 个阅读材料, 2 个测验
Video3 个视频
1.2 Critical Factors to Assess an Idea17分钟
1.3 How are Ideas Funded?13分钟
Reading2 个阅读材料
Module 1 Overview10分钟
Module 1 Reading10分钟
Quiz1 个练习
Lesson 1-1 Quiz5分钟
Week
2
Clock
完成时间为 3 小时

Module 2: Concept Testing

This second module will explore a method for quantifying the customer benefits, customer values, and the trade-off they are willing to make between the price of the product and desired features of the product or service. Using the technique of conjoint analysis, learners will be able to use the information to determine product positioning, price, and development of product extensions....
Reading
4 个视频(共 46 分钟), 2 个阅读材料, 2 个测验
Video4 个视频
2.2 Consumer Survey Methods12分钟
2.3 Conjoint Analysis12分钟
2.4 Survey for Conjoint Analysis6分钟
Reading2 个阅读材料
Module 2 Overview10分钟
Module 2 Reading10分钟
Quiz1 个练习
Lesson 2-1 Quiz6分钟
Week
3
Clock
完成时间为 4 小时

Module 3: Test Marketing Processes

In this third module, we will discuss examples of how to test market a product idea on a small scale in order to get customer feedback on the feasibility of a product or business idea....
Reading
4 个视频(共 66 分钟), 2 个阅读材料, 2 个测验
Video4 个视频
3.2 Interview with William Wright, Executive VP of Product Innovation and Supply Chain, Tupperware Brands Corporation16分钟
3.3 Risk Reduction Approaches to New Product Development18分钟
3.4 Collect Customer Data14分钟
Reading2 个阅读材料
Module 3 Overview10分钟
Module 3 Reading10分钟
Quiz1 个练习
Lesson 3-1 Quiz6分钟
Week
4
Clock
完成时间为 5 小时

MODULE 4: Estimating the Size of the Market

This final module will expose learners to the techniques used to determine the market and sales potential for a new product or idea....
Reading
4 个视频(共 77 分钟), 2 个阅读材料, 3 个测验
Video4 个视频
4.2 Tools for Assessing New Markets24分钟
4.3 Market Segmentation21分钟
4.4 Estimating Revenue12分钟
Reading2 个阅读材料
Module 4 Overview10分钟
Module 4 Reading10分钟
Quiz2 个练习
Lesson 4-1 Quiz6分钟
End of Course Survey52分钟
3.0

热门审阅

创建者 CBOct 13th 2018

Very interesting and not just plain knowledge transfer, liked the real world view and assignment. Easy to pass if you listen.

讲师

James Lenz

Adjunct Professor
Business Administration

关于 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. ...

常见问题

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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