CESYS 502 - Targeting Product and Service Designs to Customer's Needs

Institution:

Cornell University

Subject:

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 will help you 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 attributes in order to decide what to emphasize How do you define technical requirements in a customer-driven way 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. Who Should Take This Course Anyone whose job involves developing, marketing, or managing products or services should take this course. Engineers and other technical specialists will learn how to best apply their talents, and marketers and managers will gain a deep understanding of the origins and impact of customer behavior. Course Format This course contains the following modules: Identify Customer Needs Conduct a Contextual Inquiry Summarize Product or Service Objectives Measure Needs Use the Goal-Question-Metric (GQM) Method Rank and Weigh 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 Learner Learners who complete this course will be able to: Lead a diverse product development team Conduct a contextual inquiry to identify customer needs Measure how well product or service requirements meet customer needs Use a step-by-step process to translate customer needs into technical requirements Generate a clearly articulated Customer Value Proposition (CVP) Apply systems thinking skills using the customer affinity process Certificate Information This course can be applied to the following certificates: A Systems Approach to Product and Service Design Sponsoring School Cornell University's College of Engineering

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.cornell.edu

Phone Number:

(607) 255-2000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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