Course Detail (Course Description By Faculty)

This course provides hands-on experience in new product and service innovation using Design Thinking methods.

You will learn how to identify opportunities, conduct agile qualitative and quantitative user research, uncover user insights, generate and evaluate ideas, prototype and test new offerings, forecast performance, and develop branding and business cases.

Through a series of group “Lab” projects, student teams apply these tools to a real innovation challenge from a company sponsor. Teams work closely with their client, guided by a faculty coach, to uncover unmet needs, develop and test new product/service concepts, and deliver recommendations.

Because team formation and project balance are important in this lab course, students are not guaranteed a preferred project assignment. Before teams are assigned, students may indicate a limited number of projects they do not want to work on, and may be assigned to any of the others.

The course covers tech, consumer, and B2B products and services. Examples include mobile apps, e-commerce, software, fintech, food and beverage, household products, and healthcare. The course also typically includes one or more guest sessions with practicing innovation leaders.

This course is especially relevant for students interested in Product Management, Management Consulting, Brand Management, Innovation, Product Marketing Management, and Corporate Strategy

• TBD - Webinar to give details about the class and application process.
• TBD - Applications are due.
• TBD - Acceptances are announced. Students have 24 hours to drop. After that, no drops are allowed.

• Business 37000 - recommended.
• Application and acceptance into course is required.
• Cannot be dropped once enrolled.
• Cannot take 37201 if 37200 “New Products and Services” or 37810 "New Product Development" has already been taken - strict.

Readings and media - This course includes a text, articles, podcasts and videos from practitioners and academics.

AI tools - Students will use AI tools on group assignments in ways specified in each assignment. The course will also use custom GPTs developed by the instructor.

Online research platform - Group projects will use the UserTesting agile user research platform at no cost to students.

Evaluation of Students' Work.
Your course grade is based on team performance, with possible individual adjustment based on peer evaluations.

• Two group assignments (100%). Both graded deliverables are completed as a team.

• Two peer evaluations. Students complete two peer evaluations: one at midterm and one during finals week.
• Evaluations received - Peer evaluations may affect individual grades. In particular, if two or more teammates rate you negatively, your course grade may be adjusted downward by up to two full letter grades.
• Evaluations given - You are expected to provide thoughtful, high-quality feedback for yourself and all teammates. Late or low-quality feedback may result in your course grade being lowered by one-half letter grade.

Attendance Policy.
Class attendance is mandatory. To participate fully in team activities and be evaluated fairly, you must attend the section in which you are enrolled.

• You must attend the Week 1 class or you will be dropped from the course.
• You may miss no more than one class session; otherwise, your final grade will be lowered by one full letter grade.
• If you miss more than two class sessions, you may be withdrawn from the course

Cannot be taken Pass/Fail. Provisional grades are given subject to timely completion of assignments.