The objectives of the Digital Product Design course are consistent with the general objectives of the Master Degree in Economics and Management (LM-77).
Specifically, the course aims to provide:
- Solid basic knowledge of the fundamentals of R&D and Product Innovation management;
- Concrete skills necessary to support strategic and operational choices underlying the processes of conception, design, experimental development, positioning, commercialization and reporting of Product Innovation projects;
- Abilities to analyze, interpret and critically read political, economic, social and technological dynamics;
Methodological and analytical skills necessary to select and understand relevant information emerging from the business arena.
At the end of the Course, students will be able to understand the key concepts for the development of new products and the improvement of those already on the market, through the use of agile and Consumer-Oriented methodologies and management approaches; they will be able to understand the logics and fundamental tools for the development and management of Product Innovation activities, also identifying suitable paths of action at functional level.
Specifically, the course aims to provide:
- Solid basic knowledge of the fundamentals of R&D and Product Innovation management;
- Concrete skills necessary to support strategic and operational choices underlying the processes of conception, design, experimental development, positioning, commercialization and reporting of Product Innovation projects;
- Abilities to analyze, interpret and critically read political, economic, social and technological dynamics;
Methodological and analytical skills necessary to select and understand relevant information emerging from the business arena.
At the end of the Course, students will be able to understand the key concepts for the development of new products and the improvement of those already on the market, through the use of agile and Consumer-Oriented methodologies and management approaches; they will be able to understand the logics and fundamental tools for the development and management of Product Innovation activities, also identifying suitable paths of action at functional level.
teacher profile teaching materials
1) Principles of Innovation Management e Digital Entrepreneurship:The role of this module is to introduce the students to the digital entrepreneurial world where businesses exploit modern technologies in order to gain a strategic advantage over their competitors when entering the market. By distinguishing among the different types of business this module delineates the series of steps that an entrepreneur should understand and follow to successfully establish a digital-driven business and outlines the risks and challenges to be aware of along the entrepreneurial journey with a focus on digital-based products and services and with an international outlook. The module also features digital start-up success stories that leveraged the dynamics of digital technologies and achieved great growth rates as well as high revenues.
2) Market-driven management:The module proposes a comprehensive analysis of customer-centric product and Market-driven management in the context of strategic and operational marketing processes, exploring issues related to changes in the market environment: innovations enabled by digital technologies, the urgency of environmental issues, new pandemic challenges, ethical issues and changes in consumer values and behaviour, while maintaining an international focus and perspective.
3) Product development: this module explores challenges and implications that corporate management will face in attempting to adapt to new product development approaches in accordance with the lean thinking perspective. The module introduces the concept of product from the marketing perspective, how companies come about new product, product development options, and the various strategies available to a company to manage new and existing products
4) Business Model:this module introduces the role of Business Model in product development, how business models enable companies to translate product’s value into revenue, understanding customers segments, pricing and distribution.
5) Ideation: this module introduces the ideation techniques used to generate new ideas in an opportunity space, considering political, economical, social, technological, legal and environmental dynamics (PESTLE analysis). It is also aimed to illustrate the idea definition techniques required to make an idea Customer-Oriented, by defining clients, users, goal, problem, value proposition and user experience (Product Canvas).
6) Go-to-market:this module describes the go-to-market process, made by the definition of the touchpoints to be used, the building of the artifacts required (baits), the launch and the tracking of the results.
7)Prototyping:this module describes the process of construction of a prototype which is aimed to simulate the user experience of the final product.
- Slides and supporting material provided by lecturers.
Mutuazione: 21210162 DIGITAL PRODUCT DESIGN in Economia e Management LM-77 CILLO VALENTINA, MATTINA NICOLA BERTRAND
Programme
The course consists of lectures, discussion of business cases and exercises and includes external testimonies too. Attendance to the course and active participation are strongly recommended. The program is divided into the following topics:1) Principles of Innovation Management e Digital Entrepreneurship:The role of this module is to introduce the students to the digital entrepreneurial world where businesses exploit modern technologies in order to gain a strategic advantage over their competitors when entering the market. By distinguishing among the different types of business this module delineates the series of steps that an entrepreneur should understand and follow to successfully establish a digital-driven business and outlines the risks and challenges to be aware of along the entrepreneurial journey with a focus on digital-based products and services and with an international outlook. The module also features digital start-up success stories that leveraged the dynamics of digital technologies and achieved great growth rates as well as high revenues.
2) Market-driven management:The module proposes a comprehensive analysis of customer-centric product and Market-driven management in the context of strategic and operational marketing processes, exploring issues related to changes in the market environment: innovations enabled by digital technologies, the urgency of environmental issues, new pandemic challenges, ethical issues and changes in consumer values and behaviour, while maintaining an international focus and perspective.
3) Product development: this module explores challenges and implications that corporate management will face in attempting to adapt to new product development approaches in accordance with the lean thinking perspective. The module introduces the concept of product from the marketing perspective, how companies come about new product, product development options, and the various strategies available to a company to manage new and existing products
4) Business Model:this module introduces the role of Business Model in product development, how business models enable companies to translate product’s value into revenue, understanding customers segments, pricing and distribution.
5) Ideation: this module introduces the ideation techniques used to generate new ideas in an opportunity space, considering political, economical, social, technological, legal and environmental dynamics (PESTLE analysis). It is also aimed to illustrate the idea definition techniques required to make an idea Customer-Oriented, by defining clients, users, goal, problem, value proposition and user experience (Product Canvas).
6) Go-to-market:this module describes the go-to-market process, made by the definition of the touchpoints to be used, the building of the artifacts required (baits), the launch and the tracking of the results.
7)Prototyping:this module describes the process of construction of a prototype which is aimed to simulate the user experience of the final product.
Core Documentation
- Best, R. Market-based management, Pearson (Ult. Ed.)- Slides and supporting material provided by lecturers.
Type of evaluation
A)Attending students The evaluation of attending students includes the development of a group Project Work and a final oral exam to be held at the end of the course. The Project Work involves the creation and presentation of a pitch deck in which the individual contribution is clearly identifiable. The oral exam consists in the public discussion of the pitch deck: 15 minutes of group presentation + 5 minutes of individual questions regarding the course’s teaching materials. The oral exam is aimed at verifying the following aspects: Understanding and learning the theoretical concepts shown during the course and their correct application to a case. The ability to summarize the most important results from a business point of view and to explain the work in a reasoned way. In case of failure of the oral exam (less than 18/30) when there is an evidence of inadequate preparation on the contents, the student must take the test as a non attending student. The evaluation of the application report is based on the following criteria, each according to the specified weight: - 30%: analysis completeness - 30%: quality and accuracy of the analysis - 30%: marketing and sustainability implications - 10%: editing the pitch deck B) Non attending students Written test with open-ended questions. The questions concern the entire program of the course teacher profile teaching materials
Mutuazione: 21210162 DIGITAL PRODUCT DESIGN in Economia e Management LM-77 CILLO VALENTINA, MATTINA NICOLA BERTRAND