Inspiration and Product Creation

Gain advanced abilities in defining the core customers for a new product or entrepreneurial venture



This module provides students with advanced methods and frameworks for understanding customer needs, and for translating those needs into a program of research and product development that can be used to create a successful new product or service. It equips students with skills to generate new product hypotheses, to research the potential of a new product or entrepreneurial venture, and to adjust the product offering to fit the needs of customers. This module instills the all-important distinction between a ‘bright idea’ and a ‘business opportunity’ in new product creation.



Using disciplined methods of customer and market analysis, students will gain advanced abilities in defining the core customers for a new product or entrepreneurial venture.



Students will study the complex combination of factors that influence customers to adopt a new product or service. They will gain a comprehensive understanding of what makes entrepreneurial selling unique, and why it is valuable to integrate key aspects of selling and marketing activities in a new venture. Students will learn how to select potential customers through data collection, including customer interviews, and students will learn how to analyse that data to refine a product offering.