About this Course
3.0
2 ratings
2 reviews
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 11 hours to complete

Suggested: 6 hours/week...
Available languages

English

Subtitles: English...
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 11 hours to complete

Suggested: 6 hours/week...
Available languages

English

Subtitles: English...

Syllabus - What you will learn from this course

Week
1
Hours to complete
2 hours to complete

Welcome

This course will highlight the potential of quantitative marketing research for assessing new product opportunities. The first three modules will provide the foundations to help learners identify creative solutions to problems using a design thinking framework, introduced in Module 4. ...
Reading
1 video (Total 11 min), 4 readings, 2 quizzes
Reading4 readings
Syllabus10m
About the Discussion Forums10m
Updating Your Profile10m
Social Media10m
Quiz2 practice exercises
Orientation Quiz10m
Demographics Survey26m
Hours to complete
3 hours to complete

Module 1: Idea Generation

In this first module, we will help learners understand the role of surveys and the ability to evaluate consumer responses to an idea before introducing a product to market. Concept testing identifies perceptions, wants, and needs of a product or service as the foundation of targeting and positioning a product in the marketplace....
Reading
3 videos (Total 50 min), 2 readings, 2 quizzes
Video3 videos
1.2 Critical Factors to Assess an Idea17m
1.3 How are Ideas Funded?13m
Reading2 readings
Module 1 Overview10m
Module 1 Reading10m
Quiz1 practice exercise
Lesson 1-1 Quiz5m
Week
2
Hours to complete
3 hours to complete

Module 2: Concept Testing

This second module will explore a method for quantifying the customer benefits, customer values, and the trade-off they are willing to make between the price of the product and desired features of the product or service. Using the technique of conjoint analysis, learners will be able to use the information to determine product positioning, price, and development of product extensions....
Reading
4 videos (Total 46 min), 2 readings, 2 quizzes
Video4 videos
2.2 Consumer Survey Methods12m
2.3 Conjoint Analysis12m
2.4 Survey for Conjoint Analysis6m
Reading2 readings
Module 2 Overview10m
Module 2 Reading10m
Quiz1 practice exercise
Lesson 2-1 Quiz6m
Week
3
Hours to complete
4 hours to complete

Module 3: Test Marketing Processes

In this third module, we will discuss examples of how to test market a product idea on a small scale in order to get customer feedback on the feasibility of a product or business idea....
Reading
4 videos (Total 66 min), 2 readings, 2 quizzes
Video4 videos
3.2 Interview with William Wright, Executive VP of Product Innovation and Supply Chain, Tupperware Brands Corporation16m
3.3 Risk Reduction Approaches to New Product Development18m
3.4 Collect Customer Data14m
Reading2 readings
Module 3 Overview10m
Module 3 Reading10m
Quiz1 practice exercise
Lesson 3-1 Quiz6m
Week
4
Hours to complete
5 hours to complete

MODULE 4: Estimating the Size of the Market

This final module will expose learners to the techniques used to determine the market and sales potential for a new product or idea....
Reading
4 videos (Total 77 min), 2 readings, 3 quizzes
Video4 videos
4.2 Tools for Assessing New Markets24m
4.3 Market Segmentation21m
4.4 Estimating Revenue12m
Reading2 readings
Module 4 Overview10m
Module 4 Reading10m
Quiz2 practice exercises
Lesson 4-1 Quiz6m
End of Course Survey52m
3.0
2 ReviewsChevron Right

Top Reviews

By CBOct 13th 2018

Very interesting and not just plain knowledge transfer, liked the real world view and assignment. Easy to pass if you listen.

Instructor

Avatar

James Lenz

Adjunct Professor
Business Administration

About University of Illinois at Urbana-Champaign

The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs. ...

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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.

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