Targeting Product and Service Designs to Customers' Needs
Course ID: CESYS502Learn how to identify what customers want and how to address those desires in your products and services; understand how to build demand into your business.
Description
In the first course in this certificate program, Getting Started on Product and Service Design, you’ve identified a promising new product or service that can give your company a competitive edge. Now it’s time to align your design plan more closely with what customers want, set targets for performance, and achieve them.
This course, written by Professor Peter Jackson of Cornell University’s Systems Engineering Program, will give you the training you need to answer tough questions faced by engineers, product managers, marketers, and CEOs:
- How do you calibrate and measure customer needs?
- How do you benchmark the competition to see how to gain the advantage over them?
- How do you rank and weight product objectives in order to decide what to emphasize?
- How do you define technical requirements in a customer-driven way?
As you learn how to answer these core questions, you will create competitive advantage and add value to your company. If your role involves the creation, quality, or management of products and services, this course will give you field-tested, repeatable methods for building demand into your product or service. You will learn how to set and meet objectives for your product that are based on customer needs, business objectives, and competitor gaps; this essential information will give your product or service a significant edge, and can go a long way toward ensuring that your offering is already successful by the time it goes to market.
Instead of merely hoping that your product or service will resonate in the marketplace—ensure it. When you finish taking this course, you’ll have all the tools and models you need to establish—and achieve—the right goals.
Who Should Take This Course?
This course is indispensable for individuals involved with the design, development, and production of products, and service implementations. This includes engineers, project managers, marketing and product line managers, design managers and others who come into contact with system design processes. It is also appropriate for hands-on executives whose companies rely on maintaining a competitive advantage with their products and/or services.Certificate Information
This course can be applied toward the following certificate:Course Format
eCornell takes a problem-based approach to learning, and our courses are built around realistic case studies and scenarios. All courses are self-paced, and are facilitated by an eCornell instructor, who leads the online discussions and is available to answer any questions about the course content.
This course contains the following modules:
- Identify Customer Needs
- Where We Are in the Process
- Conduct a Contextual Inquiry
- Summarize Product or Service Objectives
- Measure the Needs
- Use the Goal-Question-Metric (GQM) Method
- Rank and Weight Product Objectives
- Benchmark the Competition
- Determine Technical Requirements and the Customer Value Proposition
- Use the House of Quality Technique
- Identify the Customer Value Proposition
Benefits to the Learner
Learners who complete this course will be able to:
- Conduct a contextual inquiry to identify customer needs
- Quantify how well product or service requirements meet customer needs
- Use a step-by-step process to translate customer needs into technical requirements
- Generate a Customer Value Proposition (CVP)
Authoring Faculty
Peter L. Jackson Ph.D., Professor, DirectorSponsoring School
Cornell University’s College of EngineeringTotal Learning Time
6 hours over a period of two weeks.Enrollment
Price: $625.00To register, click 'Add to Cart' at right, or contact an Enrollment Counselor at info@ecornell.com or 1-866-326-7635 (+1-607-330-3200 from outside the United States).
Certificate programs are eligible for eCornell Payment Plans. Discounts are available for military personnel, veterans, and Cornell University Alumni. eCornell programs are not eligible for financial aid or federal Pell Grants. Contact an enrollment counselor for more information.
June 16, 2010
July 28, 2010
Click 'Add to Cart' to see available dates beyond July 28, 2010.
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Students who purchased this course also purchased:- Thinking Through the Structure of System Design
- Ensuring the Success of Product and Service Design
- Executing and Improving System Design
Project Management Institute Professional Development Units
This course qualifies for 6.00 Professional Development Units (PDUs) from the Project Management Institute (PMI) for Professional Project Managers (PMPs) seeking ongoing education and professional development for continuing certification. eCornell is a Global Registered Education Provider of PMI. PDUs are designated as Category 3.
Technical Requirements
With all eCornell courses, access is easy. Participants only need a computer and an Internet connection. To view specific technology requirements, visit our Technology Requirements page.
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