Course 13: Innovative Product Design and Development

Course 13: Innovative Product Design and Development

(Syllabus)

Last Update: April 22,  2020

Course Objective:

The subject of the course concerns the creative design of innovative products that are technological innovation or modification of existing technological solutions. As a result, designed products should find their application in Industry 4.0 related businesses and its problems. The implementation of the course subject is based on learning and training methods of effective implementation of innovation, identification and analysis of the strategic elements of new product innovation, e.g. the process, different functions, and individual roles. The goal of this course is to develop creative thinking of the graduates and discussion of issues related to development and marketing innovative products, including searching for ideas and creating a concept based on creative thinking techniques and methods of entrepreneurial problem solving, selecting ideas and development of prototypes, taking into account user needs and the latest scientific research.

Learning Outcomes: The students on the completion of this course would be able to:

  • analyze the basic concepts related to innovations and the idea of implementing innovative products (apply),
  • apply the basic techniques of creative thinking and creative problem solving for creating innovative product and marketing strategies (apply),
  • identify the benefits of implementing innovations (analyze),
  • identify the challenges and opportunities associated with the launch of a new product and propose suitable strategies depending on product and situation (analyze),
  • prepare a conceptual product design taking into account user needs and the latest scientific research (create),
  • valorization, capitalization and protection of the original solutions obtained from the creative activity (evaluate),
  • create and co-ordinate cross-disciplinary teams to achieve a common objective (create),
  • present entrepreneurial and creative attitude towards seeking various problem solutions (apply).

 

PrerequisiteNone

 Course Outline:

Course outline (modules / topics)

  • Module 1:  Innovation and creativity (Lectures: 5 hours, Workshop: 15 hours, Self-study: 15 hours)
  • Module 2:  Product Design and Development (Lectures: 5 hours, Workshop: 25 hours, Self-study: 25 hours)
  • Module 3:  Intellectual Property (Lectures: 5 hours, Workshop: 20 hours, Self-study: 20 hours)

Week

Topic
English
Thai

Note
Workshop Learning Materials Teaching Materials Workshop Learning Materials Teaching Materials
1 M1.1.Innovation

  1. The innovation process and its source
  2. Methods of analysis and evaluation of innovations
  3. Examples of innovative products
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2 M.1.2.Creative thinking and creative problem solving for creating innovative product

  1. The concept of creative thinking and creative problem solving
  2. Principles and stages of creative problem solving
  3. The benefits of creative thinking
  4. Difficulties blocking creative thinking, counteracting the suppression of creativity
  5. Basic heuristic methods and techniques (mind mapping, brainstorming and its variants, reverse brainstorming, Edward de Bono Methods)
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3 M.2.1.Creation and development of new products including sustainable development

  1. Characteristics of the innovative product
  2. Impact of consumers on the design and implementation of innovative products
  3. Eco product design
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4 M.2.2.Creating a product design concept based on the design thinking methodology

  1. Stages and tools in the design thinking method
  • Stage 1 – Empathy
  • Stage 2 – Defining problems
  • Stage 3 – Generating ideas
  • Stage 4 – Prototyping
  • Stage 5 – Testing
  1. Examples of using the design thinking method in the design of innovative products
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5 M.3.1.Intellectual property

  1. The role and importance of intellectual property in business development
  2. National, regional and international authorities
 

 

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6 M.3.2.Knowledge management techniques

  1. Copyrights
  2. Related rights
  3. Patents
  4. Trademarks
  5. Industrial design
  6. Appellation of origin (Geographical Indications), protection of new varieties of plants, protection of integrated circuits, unfair competition
 

 

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Laboratory Sessions
: None

Learning Resources:

Textbooks: No designated textbook, but class notes and handouts will be provided.

Reference Books:

  1. Curedale R.A., Design Thinking Process & Methods 4th Edition, Publisher: Design Community College Inc., 2017.
  2. Justice L., The Future of Design: Global Product Innovation for a Complex World, Publisher Nicholas Brealey, 2019.
  3. Chesbrough H.W., Open innovation. The New imperative for creating and profiting from technology, Harvard Business School Press, Boston 2003.
  4. Liu C. Innovative Product Design Practice, CYPI Press, 2007.
  5. Cooper R.G., Edgett S.J., Product Innovation and Technology Strategy, Booksurge Publishing, 2009.
  6. Gessinger G.H., Materials and Innovative Product Development, Publisher Butterworth-Heinemann, 2009.
  7. Patton J., Economy P., User Story Mapping: Discover the Whole Story, Build the Right Product Published O’Reilly Media, 2014.
  8. Alves R., Nunes, N.J., Towards a Taxonomy of Service Design Methods and Tools, (in:) Falcão e Cunha J., Snene M., Nóvoa H. (eds.), Exploring Services Science. Lecture Notes in Business Information Processing, 2013, 215-229, Springer, Berlin, Heidelberg.
  9. Zawadzki P., Żywicki K., Smart product design and production control for effective mass customization in the Industry 4.0 concept, „Management and Production Engineering Review”, 2016, 7, 3, 105- 112.

Journals and Magazines:

  • Management and Production Engineering Review

Teaching and Learning Methods:

This course will be implemented through the lectures, workshops and self- studies. The teaching and learning methods during workshops and self- studies include class discussion, analysis of examples, identification of customer needs, individual/ group generation of the product concept and its critical assessment, as well as simple prototyping of a product. Workshops will be conducted among others by the Design Thinking method. Students will gain the ability to moderate according to the Design Thinking methodology, which creates innovative solutions, products, services and processes. They will acquire the ability to search and recognize challenges that can be conducted according to the Design Thinking methodology.  They will learn the rules for selecting project teams. Students will acquire ability to use teamwork to achieve the group’s intended goal and result.

Time Distribution and Study Load:

Lectures: 15 hours

Workshop: 60 hours

Self-study: 60 hours

Evaluation Scheme

The final grade will be computed according to the following weight distribution: Class discussions (15%); Individual presentation of assignments (15%); Individual tasks for a group project (15%); Progress a group project  (10%); Project outcome (10%); Final presentation of group project (20%); Test (15%).

An “A” would be awarded if a student shows a deep understanding of the knowledge about innovative product design and development.

A “B” would be awarded if a student shows an overall understanding of all topics about innovative product design and development.

A “C” would be given if a student meets below average expectation in understanding and application of basic knowledge about innovative product design and development.

A “D” would be given if a student does not meet expectations in both understanding and application of the given knowledge about innovative product design and development.

Developer: Katarzyna ROZPONDEK & Agnieszka OCIEPA-KUBICKA (CUT), Naritsak Tuntitipawan (KMUTNB), Nicolae Ionescu (UPB), Montalee Sasananan (TU)

Course 15: Customer Experience-Driven Design

Course 15: Customer Experience-Driven Design (Syllabus)

Last Update: October 17,  2020

Course Objective: Economic offerings have progressed to the fourth evolution when products and services are used as props and stages for creating memorable experiences for customers. It is important for students to be able to support an industry with this change. This course aims to build student competence in design customer experience with knowledge on a concept of customer experience management (CEM) and on a systematic approach for an experience design process. In this course, the students will learn customer perception, customer involvement, and customer experience. Besides, they will learn and practice how to design a customer journey and to prevent failure of offering in a team environment.

Learning Outcomes: The students on the completion of this course would be able to:

    • Present entrepreneurial and creative attitude towards seeking various problem solutions (Apply)
    • Identify customer needs (Analyze)
    • Identify potential failure of offerings (Analyze)
    • Manage customer experience journey (Create)
    • Communicate effectively and work in an interdisciplinary team environment (Apply)
    • Design a pain point-free, memorable customer experience journey (Create)
    • Utilize Industry 4.0 technologies/applications to support the creation of a memorable customer experience journey (Apply)

PrerequisiteNone

 Course Outline:

Week Topic Learning Materials Learning Materials (Thai) Teaching Materials Teaching Materials (Thai) Note
I. Pain Point-Free Customer Experience Journey
1 1. Introduction to Experience Economy MSIE-15-L-M1S1-01

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2  2. Customer Journey MSIE-15-L-M1S2-01

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3  3. Experience Clues MSIE-15-L-M1S3-01

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4 4. Customer Oriented-Failure Prevention -Part 1 MSIE-15-L-M1S4-01

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5 4. Customer Oriented-Failure Prevention -Part 2 MSIE-15-L-M1S4-03

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II Customer Experience Value Creation
6 1. Understanding Customers
7 2. Customer Perceived Value Model MSIE-15-L-M2S2-01 MSIE-15-L-M2S2-01-A1MSIE-15-L-M2S2-01-A MSIE-15-T-M2S2-01 MSIE-15-L-M2S2-01-A1MSIE-15-L-M2S2-01-A
8 3. Product-Service Systems – Part 1 MSIE-15-L-M2S3-01 MSIE-15-L-M2S3-01-A MSIE-15-T-M2S3-01 MSIE-15-L-M2S3-01-A
9 3. Product-Service Systems – Part 2 MSIE-15-L-M2S3-02 MSIE-15-L-M2S3-02-A MSIE-15-T-M2S3-02 MSIE-15-L-M2S3-02-A
10 4. Co-Creation MSIE-15-L-M2S4-01 MSIE-15-L-M2S4-01A MSIE-15-T-M2S4-01 MSIE-15-L-M2S4-01A
III Memorable Customer Experience Design
11 1. Customer Experience Journey Design
12 2. Embedding Memorable Experience into Customer Experience Journey MSIE-15-L-M2S3-02 MSIE-15-L-M2S3-02-A MSIE-15-T-M2S3-02 MSIE-15-L-M2S3-02-A
13 3. Customer Experience Co-Creation MSIE-15-L-M3S3-01 MSIE-15-L-M3S3-01-A MSIE-15-T-M3S3-01 MSIE-15-L-M3S3-01-A
14 4. Industry 4.0 Technologies/Applications for the Creation of Customer Experience

Laboratory Sessions:

1. Customer Journey Creation
2. Embedding Clues into Customer Journey
3. Assessing Potential Failure in Customer Journey
4. Customers Need Identification
5. Customer Perception
6. Applying Product Service System for Customer Journey Design
7. Co-created Customer Experience
8. Customer Experience Journey Design
9. Customer Memorable Experience Journey Design
10. Co-created Customer Journey

Learning Resources:

Textbooks: No designated textbook, but class notes and handouts will be provided.

Reference Books:

1. Chavez, T., O’Hara, C. and Vaidya, V. Data Driven: Harnessing Data and AI to Reinvent Customer Engagement, McGraw-Hill Education, 2018
2. Goodman, J. Customer experience 3.0: High-profit strategies in the age of techno service, Amacom, 2014
3. Kalbach, J. Mapping experiences: A complete guide to creating value through journeys, blueprints, and diagrams, O’Reilly Media, Inc., 2016
4. Loeffler, B. and Church, B. The experience: The 5 principles of Disney service and relationship excellence, John Wiley & Son, 2015
5. Shaw, C. The DNA of Customer Experience, Palgrave Macmillan, 2007
6. Shep, H. The Cult of the Customer: Create an Amazing Customer Experience That Turns Satisfied Customers into Customer Evangelists, Wiley, 2009
7. Walters, D. Behavioral Marketing: Delivering Personalized Experiences at Scale, John Wiley & Sons, 2015
8. Weinschenk, S. 100 Things Every Designer Needs to Know About People, Pearson Education, 2011

Journals and Magazines:

• European Management Journal, Elsevier
• Journal of Business Research, Elsevier
• Journal of Engineering Design, Taylor and Francis
• Journal of Hospitality Management, Elsevier
• Journal of Interactive Marketing, Elsevier
• Journal of Services Marketing, Emerald Insight
• Journal of Service Theory and Practice, Emerald Insight
• Harvard Business Review
• MIT Sloan Management Review

Teaching and Learning Methods:

This is a participant-centered learning course that the students actively involve. Lecture materials include, but not limited to, slides, case study, games, interesting animations, and videos. Most of the lecture sessions contain discussion and students are encouraged to participate actively in the discussion. To increase understanding of the subject, the students are required to do literature reviews, group project, and presentations. The literature reviews are the individual assignments. The group project is for the students to develop and practice several skills including, but not limited to, decision making, problem-solving, communication, critical thinking, negotiation, conflict resolution, and teamwork. Presentations are a part of the project and assignments for personal development and knowledge sharing.

Time Distribution and Study Load:

Lectures and discussion: 30 hours
Presentations: 10 hours
Laboratory sessions: 35 hours
Group meeting outside classroom: 40 hours
Self-study: 20 hours

Evaluation Scheme:

The final grade will be computed according to the following weight distribution: Class discussions and participation (20%); Peer Assessment in-class activities
(10%); Individual assignments and presentations (10%); Project (40%); and Final Examination (20%)

An “A” would be awarded if a student can demonstrate a clear understanding of the knowledge learned in class as well as from literature reviews, can apply the knowledge appropriately in the project, and involve actively in class discussion.
A “B” would be awarded if a student can understand the basic principles of the knowledge learned in class and from literature reviews, can apply the knowledge in the project, and participate in class discussion.
A “C” would be given if a student shows partial understanding of the basic principles of the knowledge learned in class and from literature reviews, needs much guidance to apply the knowledge in the project, and is quiet during class discussion.
A “D” would be given if a student shows lack of understanding of the knowledge learned in class and from literature reviews, cannot apply the knowledge properly in the project and does not participate in class discussion.

Developer: Pisut Koomsap (AIT), Duangthida Hussadintorn Na Ayutthaya (AIT), Tomasz Nitkiewicz, Agnieszka.Ociepa-Kubicka (CUT), Apiwat Muttamara (TU)