19-692 Customer-Centric Product Management for Tech Innovations
12 units, Carnegie Mellon University
The purpose of this masters level course is to develop the knowledge and skills needed to formulate marketing and product strategies for new technological productservice innovations in their market introductory phase. The course introduces the principles, concepts, frameworks and proven practices for analysis and strategic decisionmaking in an uncertain and constrained environment i.e. when ample historical data and large budgets dont exist. The course uses lectures, readings, group exercises, an individual project with instructor feedback, and an optional recitation sessions to achieve the learning objectives. The primary work in this course is handson application of the material by the student to create a strategic marketing plan for their own, approved product innovation idea with evaluation and feedback from the instructor. A customercentric orientation is emphasized throughout the course. The course addresses strategic marketing decisions and activities including identifying value creation opportunities generating and selecting innovation ideas understanding the market, competition, customer needs and customer experience segmenting, targeting markets developing a positioning strategy and compelling customer value proposition making marketingmix decisions for product, pricing, routetomarketdistribution, and customer base development. This course is ideal for students who are interested in becoming a product manager, entrepreneur, innovation manager, strategic marketer or related role. A syllabus and project description are available from the instructor. NOTE Starting in Week 4 of this course, an optional recitation session with the instructor will be scheduled every 2 weeks on Friday. Students can sign up for one of two sections Group A meets from 100 200 and Group B meets from 200 300.
Prerequisites: none listed
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