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January 15, 2025
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This course is part of Strategic Technology Management Specialization
Instructor: Ravi Mehta
2,159 already enrolled
Included with
(51 reviews)
Recommended experience
Beginner level
Anyone who or whose work is related to any aspect of innovation or wants to understand and manage the role of consumers in innovation proceses
(51 reviews)
Recommended experience
Beginner level
Anyone who or whose work is related to any aspect of innovation or wants to understand and manage the role of consumers in innovation proceses
Have a clear understanding of the concept of innovation – What is it, why is it important, and when and how does is it become successful.
Identify reasons underlying consumers’ psychological resistance to innovation.
Apply understanding of customer needs and the adoption process to identify opportunities for innovation and new product development.
Utilize and apply strategies to capture customer needs.
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Successful innovation starts with understanding customer needs and ends with a delighted customer. This course is created to develop a holistic understanding of customers’ role in developing successful innovations and how to capture and utilize customer information to create successful innovations.
In this module, we will examine the concept of innovation in general and customer-centric innovation in particular. We will start by defining customer-centric innovation, then work towards understanding what is innovation and when does it become successful.
6 videos4 readings2 assignments
In this module, we will discuss and understand why new innovations fail, and examine this question from a customer psychology perspective. In doing so we will discuss the psychological barriers to innovation adoption and strategies to overcome such psychological resistance.
5 videos2 readings1 assignment
In this module, we will discuss tools and techniques that can be used to better understand customer pain points and hence their needs. This module will also highlight issues or drawbacks associated with these techniques or frameworks and discuss ways to overcome these drawbacks.
5 videos2 readings1 assignment
In this module, we will introduce the systematic and formal innovation/new product development process, and how customer-centric information can be used to shape this process. We will also discuss how this process works and the factors that can help in developing a more efficient and effective innovation process and the issues that can hurt this process
5 videos2 readings1 assignment1 plugin
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University of Illinois Urbana-Champaign
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University of Illinois Urbana-Champaign
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IESE Business School
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Reviewed on Sep 18, 2024
Right emphasis on understanding customer, and applying creativity to solve their problems; however creativity can be a mysterious process that cannot be formalized.
Reviewed on Oct 26, 2024
Very interesting course i would recommend it for anyone who wants to learn more about Customer centricity
Reviewed on Jan 9, 2024
Great course, easy to digest and with a lot of generally useful insights.
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When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.