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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/customer-insights-orientation
课程评论：没有评论
课程名称：客户洞察：新产品开发导向 课程概述：本课程是“客户洞察与新产品开发（CIPD）”专业特长中的第一门课程，旨在向学习者介绍收集客户洞察的工具和流程，以识别和开发新产品机会。通过五个模块的综合学习和实践项目，学习者将掌握将理解客户需求所获得的创意转化为创新新产品的知识和技能。 课程大纲： - **模块0：课程介绍与案例研究方法导论** 本模块让你熟悉课程、同学和学习环境，同时获得完成课程所需的技术技能，并了解分析商业情况的工具和流程。 - **模块1：伟大新产品的特征** 新产品失败的高风险与高成本突显了理解新产品成功与失败原因的重要性。本模块将识别和讨论新产品开发成功与失败的主要原因，体验创造力在新产品开发中的价值，并考察成功企业和企业家的最佳实践。 - **模块2：产品开发的客户知识要求** 本模块将概述产品开发周期各阶段的客户知识要求，并简要介绍定性和定量研究方法及其在理解产品开发客户需求中的好处。 - **模块3：识别客户的声音** 本模块将提供关于“客户声音”方法的概念性概述，以识别客户对产品或服务的需求和期望，强调使用主动和被动的方法观察客户行为。 - **模块4：设计思维与客户旅程图** 本模块的目的是识别与客户互动的接触点，并从客户的角度辨识客户的需求和期望，了解他们的体验。 该课程通过理论学习与实践相结合，帮助学习者深入理解客户洞察在新产品开发中的重要角色。
Name:MODULE 0: Orientation and Introduction to the Case Study Method
Description: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.
Name:MODULE 1: What Makes a Great New Product
Description: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.
Name: MODULE 2: Product Development Customer Knowledge Requirement
Description: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.
Name:MODULE 3: Identifying the Voice of Your Customer
Description: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.
Name:MODULE 4: Design Thinking and Customer Journey Maps
Description: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.
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.
