PRODUCT DESIGN AND INNOVATION
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
– Basic understanding of consumer behavior concepts such as consumer decision marking process, beliefs, motivation, attitude formation, preference determination, intention to purchase, and shopping behavior.
– Basic concepts of marketing research: marketing research process, research approaches such as exploratory, descriptive, and causal, interview tecniques and design of interview guide, survey methodology, questionnaire design, and fieldwork mechanics.
– Basic marketing concepts such as segmentation, positioning, product portfolio, product-market matrix, and product life cycle.
– Knowledge in the design of marketing strategies and marketing mix elements
At the end of the course, the student should be able to:
– Learn basic innovation Principles, concepts, and tools when designing a product/service offer and understand their role in the firm’s market and technology competitiveness.
– Apply business model strategy and design-thinking as complementary approaches to generating business ideas and knowing how to research, prototype and hear user feedback to make ideas stronger and ready for launch. Running proof of concept and pitching ideas to potential investors.
1.B Successfully collaborate within a intercultural team
3.A Breakdown complex organizational problems using the appropriate methodology
3.B Propose creative solutions within an organization
4.C. Convey powerful messages using contemporary presentation techniques
6.A Thoroughly examine a complex business situation
6.B Synthesize multifaceted information from various sources across different functional fields
– What is innovation, types, innovation management, linear approaches, exploratory methods
– Role of insights and converting raw information into product ideas – simulation
– Innovation strategy and innovation culture
– Business modelling: Business Model Canvas and Value Proposition Canvas
– Design thinking theory and Design Spring Role
– Hands on work driving an idea from concept to validation
– Articulating a pitch presentation to gain approval/ investment
