MKTG 3020 - Innovation and Design

Course Description:
Conceptualizing customer needs into products that they actually want to buy is at the heart of marketing. This course works through the design thinking process, while applying critical thinking strategies to create an innovative product, service or experience for a researched target market. Preparing a SWOT analysis, including an environmental scan and a focused market assessment will help you move toward discovering and delivering untapped value to your customers. You will develop a full innovation log to look at the value chain, market testing and product prototyping to further the product design with your teams. Ultimately, you will use the skills developed in this course to lead others through the process of design thinking. Emphasis is placed upon transforming a “business idea” into desirable products.

3 Credits

Prerequisite(s):

MKTG 2322