About this Course

4,054 recent views

This course is the first in the Customer Insights and New Product Development (CIPD) specialization. It will introduce learners to the tools and process of gathering customer insights for identifying and developing new product opportunities. Through an integrated set of five modules and hands-on project experiences, learners will acquire the knowledge and skills to turn their ideas gained from understanding customer needs into innovative new products.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Beginner Level

Approx. 19 hours to complete

English

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Beginner Level

Approx. 19 hours to complete

English

Instructor

Instructor rating

4.58/5 (19 Ratings)

William Qualls

Professor Emeritus of Marketing

Business Administration, Gies College of Business

16,018 Learners

1 Course

Syllabus - What you will learn from this course

Week1

Week 1

4 hours to complete

MODULE 0: Orientation and Introduction to the Case Study Method

4 hours to complete

5 videos (Total 62 min), 6 readings, 3 quizzes

3 hours to complete

MODULE 1: What Makes a Great New Product

The high risk and cost of new product failure highlights the importance of understanding the reasons for new product successes and failures. In this module, we will identify and discuss the major reasons for new product development successes and failures. You will experience first-hand the value of creativity in developing a new product and examine the best practices of successful firms and entrepreneurs.

3 hours to complete

3 videos (Total 35 min), 1 reading, 2 quizzes

Week2

Week 2

6 hours to complete

MODULE 2: Product Development Customer Knowledge Requirement

6 hours to complete

4 videos (Total 71 min), 1 reading, 4 quizzes

Week3

Week 3

3 hours to complete

MODULE 3: Identifying the Voice of Your Customer

3 hours to complete

3 videos (Total 40 min), 1 reading, 2 quizzes

Week4

Week 4

4 hours to complete

MODULE 4: Design Thinking and Customer Journey Maps

4 hours to complete

6 videos (Total 59 min), 2 readings, 2 quizzes

Reviews

4.4

28 reviews

5 stars
61.45%
4 stars
23.95%
3 stars
8.33%
2 stars
2.08%
1 star
4.16%

TOP REVIEWS FROM CUSTOMER INSIGHTS: NEW PRODUCT DEVELOPMENT ORIENTATION

by BMMar 5, 2020

Great course , I really enjoy every session and was very interactive .Thank you coursera

by RNJan 9, 2020

I liked the course's simplicity in delivery. The Quiz format and tool can improve.

by TSSep 15, 2020

I really liked the way Prof. William Qualls explained everything lucidly that was easy to grasp even to a novice like me.

by JCJun 15, 2020

Thought-provoking course. The Jeopardy Quiz questions are a little confusing.

View all reviews

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, 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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

Customer Insights: New Product Development Orientation