Demand Discovery: Finding and Creating Customer Value

Course Description

Do you love your smartphone? You’re not alone. Steve Jobs knew how to design products that customers fell in love with. So did Henry Ford. So why is it so hard? This course focuses on real-world methods of discovering and profitably delivering valuable products to customers. At the heart of any successful technology translation is the identification and profitable satisfaction of unique customer needs. And the ongoing process of identifying, developing, and delivering new value propositions is the basis for continued growth. The course presents leading edge methods and techniques to identify sources of opportunity, design new value propositions, and develop profitable and scalable models—all while reducing venture risk. Developed from techniques used by entrepreneurs and innovative product managers, this course teaches key principles of offering development and innovation, through a combination of readings, case studies, and real-world exercises. The course will involve practical projects for students to identify and design offering concepts, as well as to test and price them. It is designed for students interested in intra- and entrepreneurship, technology management, venture capital, and management consulting.

Code

EN.663.676

Credits

1.5

Subject

Center for Leadership Education