Customer-Centric Innovation from edX

Addressing the needs of your customers is the core factor of managing innovation successfully. Exactly this is the task of the first stages of an innovation project. In this course, you will learn about key concepts and methods of generating customer-centric business ideas and innovative concepts.

Often, the first stages of an innovation project are called "fuzzy", as they are considered to be less structured and less predictable. After this course, you will get a different perspective: You don’t need to rely on luck. Instead you’ll be able to manage the different stages of an innovation project:

Structuring the Innovation Process & The Frontend of Innovation

What are different perspectives of structuring the innovation process?
How to manage the “fuzzy” Frontend of Innovation?
What are the most important methods of Trend Analysis and Opportunity Recognition?

Starting an Innovation Project

What is most important in the Strategy Phase?
How to start an innovation project successfully?

Market Insights, Co-Creation & Evaluation methods:

What are the key methods to gain important Market Insights?
How to gather ideas by engaging in Co-Creation activities?
How to evaluate concepts based on concept testing with customers or rapid experimentation?

Besides the online lectures you will engage in a series of individual and group exercises to deepen your understanding of the topic at hand. Real-life case studies and examples from companies will be used to help you better prepare for real-life situations in your company.

After completing this course you will improve your career qualifications as Product Manager , Engineer , Process Manager and Marketing Manager. Learners from the industries of Product Management , Engineering , Innovation Management and Customer Relationship Management already completed the course as well as Consultants and Entrepreneurs.

This course is part of the "Managing Technology & Innovation: How to deal with disruptive change" MicroMasters program designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential, you will need to earn a Verified Certificate in each of the six courses of the RWTHx MicroMasters program.

What's inside

Learning objectives

The nature of successful innovation processes
How to manage the “fuzzy” frontend of innovation from opportunity recognition to concept validation

How to transfer trends and insights from the external environment into your business
How to understand what customers really want by identifying latent needs

The nature of successful innovation processes
How to manage the “fuzzy” frontend of innovation from opportunity recognition to concept validation
How to transfer trends and insights from the external environment into your business
How to understand what customers really want by identifying latent needs

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops structured tools and methods for dealing with the "fuzzy" nature of front-end innovation

Focuses on customer-centric ideation and concept development in order to foster robust innovation

Offers instructor team Frank T. Piller, a leading figure in technology and innovation management

Includes real-life case studies and examples for practical application in various industries

Provides opportunities to engage with fellow learners and apply the concepts directly through a series of exercises

Reviews summary

Customer-centric course

Learners say that this customer-centric innovation course is well-organized and informative. It provides useful knowledge and practical tools. Students report that the assignments help them to understand the material. However, some students find the final exam to be difficult.

The assignments are helpful and provide a deeper understanding of the material.

"In particular, I liked the weekly tasks."

"They really help to get a deeper understanding in customer centric innovation."

The course is well-organized and the lectures are easy to follow.

"The lectures are well organized and the slides very comprehensible."

"This is a very interesting course with a lot of information."

"Great course. A lot of helpful stuff was learnt and the course contnt was appropriate and well structured"

The final exam is difficult.

"But the final exam is too hard and not direct."

"i failed 54% and it is very dangerous to my next future career."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Customer-Centric Innovation with these activities:

Review fundamental concepts of innovation management

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Start by reviewing key terms and principles in innovation management to ensure a solid foundation for the course.

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Identify and define key concepts such as innovation, disruption, and competitive advantage.
Explain the different types of innovation (e.g., product, process, organizational).
Discuss the stages of the innovation process.

Participate in peer-led discussion groups

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Engage with fellow learners to exchange ideas, share insights, and gain diverse perspectives on innovation concepts.

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Join or create discussion groups focused on specific innovation topics.
Actively participate in discussions, ask questions, and share your own perspectives.
Collaborate with others to develop innovative solutions to real-life challenges.

Create a customer persona

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Develop a deep understanding of your target customer by creating a detailed persona that incorporates their needs, wants, and behaviors.

Browse courses on Customer Analysis

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Conduct market research to gather data on potential customers.
Identify key customer segments based on demographics, psychographics, and behavior.
Create a detailed profile of a representative customer from each segment.

Three other activities

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Show all six activities

Review 'The Innovator's Dilemma'

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Gain a deeper understanding of the challenges and opportunities faced by established companies in the face of disruptive innovation.

View The Disruptive Innovation Set (2 Books) on Amazon

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Read the book and identify key concepts such as the innovator's dilemma and sustaining innovation.
Analyze case studies of companies that successfully navigated or failed to navigate disruptive innovation.
Apply the learnings to your own organization's innovation strategy.

Practice trend analysis techniques

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Sharpen your ability to identify and analyze trends by completing exercises and simulations that challenge your critical thinking.

Browse courses on Trend Analysis

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Use industry reports and data to identify emerging trends.
Conduct SWOT analyses to assess the potential impact of trends on your organization.
Develop forecasting models to predict future trends and market shifts.

Follow tutorials on innovation strategies

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Expand your knowledge of innovation techniques and approaches by following guided tutorials that provide practical insights and case studies.

Browse courses on Innovation Strategies

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Explore different innovation strategies and their applications in various industries.
Study case studies of successful and failed innovation initiatives.
Apply the learnings to develop your own innovation plan.

Career center

Learners who complete Customer-Centric Innovation will develop knowledge and skills that may be useful to these careers:

Product Development Manager

Product Development Managers are responsible for overseeing the development of new products and services, from concept to launch. A course in customer-centric innovation may be very useful for Product Development Managers, as it can provide them with the tools and techniques they need to understand the needs of their customers and develop innovative products and services that meet those needs.

See salaries and explore the career path for Product Development Manager

Product Manager

Product Managers are responsible for managing the development, launch, and marketing of products and services. A course in customer-centric innovation may be very useful for Product Managers, as it can provide them with the tools and techniques they need to understand the needs of their customers and develop innovative products and services that meet those needs.

See salaries and explore the career path for Product Manager

Innovation Consultant

Innovation Consultants help organizations to develop and implement innovative strategies. A course in customer-centric innovation may be very useful for Innovation Consultants, as it can provide them with the tools and techniques they need to understand the needs of their clients and develop innovative solutions that meet those needs.

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Innovation Manager

Innovation Managers are responsible for overseeing the innovation process within an organization, from idea generation to product development and launch. A course in customer-centric innovation may be very useful for Innovation Managers, as it can provide them with the tools and techniques they need to understand the needs of their customers and develop innovative products and services that meet those needs.

See salaries and explore the career path for Innovation Manager

User Experience (UX) Designer

UX Designers are responsible for designing the user experience of products and services, ensuring that they are easy to use and enjoyable. A course in customer-centric innovation may be very useful for UX Designers, as it can provide them with the tools and techniques they need to understand the needs of their customers and develop innovative products and services that meet those needs.

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Service Designer

Service Designers are responsible for designing and improving services, such as customer service, healthcare, and government services. A course in customer-centric innovation may be useful for Service Designers, as it can provide them with the tools and techniques they need to understand the needs of their customers and develop innovative services that meet those needs.

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Market Researcher

Market Researchers conduct research to gather information about consumer behavior, market trends, and other factors that can help businesses make informed decisions. A course in customer-centric innovation may be useful for Market Researchers, as it can provide them with the tools and techniques they need to understand the needs of customers and develop innovative products and services that meet those needs.

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Design Thinking Facilitator

Design Thinking Facilitators help organizations to use design thinking to solve problems and develop innovative solutions. A course in customer-centric innovation may be useful for Design Thinking Facilitators, as it can provide them with the tools and techniques they need to understand the needs of their clients and develop innovative solutions that meet those needs.

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Technology Evangelist

Technology Evangelists promote the adoption of new technologies and products. A course in customer-centric innovation may be useful for Technology Evangelists, as it can provide them with the tools and techniques they need to understand the needs of their customers and develop innovative technologies that meet those needs.

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Sales Manager

Sales Managers are responsible for leading and motivating sales teams to achieve revenue targets. A course in customer-centric innovation may be useful for Sales Managers, as it can provide them with the tools and techniques they need to understand the needs of their customers and develop innovative sales strategies that meet those needs.

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Consultant

Consultants assist clients in business and other organizational settings by applying specialized knowledge and skills. They work to identify and solve problems, improve processes, and develop strategies for growth and success. A course in customer-centric innovation may be useful for Consultants, as it can provide them with the tools and techniques they need to understand the needs of their clients and develop innovative solutions that meet those needs.

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Venture Capitalist

Venture Capitalists invest in early-stage companies with high growth potential. A course in customer-centric innovation may be useful for Venture Capitalists, as it can provide them with the tools and techniques they need to understand the needs of their customers and identify innovative companies that have the potential to succeed.

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Entrepreneur

Entrepreneurs are individuals who start and operate their own businesses, taking on the risks and rewards of doing so. A course in customer-centric innovation may be useful for Entrepreneurs, as it can provide them with the tools and techniques they need to understand the needs of their customers and develop innovative products and services that meet those needs.

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Strategic Planner

Strategic Planners develop and implement strategic plans for organizations, helping them to achieve their long-term goals. A course in customer-centric innovation may be useful for Strategic Planners, as it can provide them with the tools and techniques they need to understand the needs of their customers and develop innovative strategies that meet those needs.

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Project Manager

Project Managers are responsible for planning, executing, and closing projects, ensuring that they are completed on time, within budget, and to the required quality standards. A course in customer-centric innovation may be useful for Project Managers, as it can provide them with the tools and techniques they need to understand the needs of their customers and develop innovative solutions that meet those needs.

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