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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)C.RODRIGUEZ
Intervenant(s)Carlos RODRIGUEZ , Mayo de Juan Vigaray

Pré requis

Students should have a:

Basic understanding of consumer behavior concepts such as consumer decision marking process, beliefs, motivation, attitude formation, preference determination, intention to purchase, and shopping behavior.

Basic statistical concepts such as descriptive statistics, hypothesis testing, and regression analysis.

Basic concepts of marketing research: marketing research process, research approaches such as exploratory, descriptive, and causal, interview tecniques and design of interview guide, survey methodology, questionnaire design, and fieldwork mechanics.

Basic marketing concepts such as segmentation, positioning, repositioning, product portfolio, product-market matrix, BCG matrix and product life cycle.

Knowledge in the design of marketing strategies and marketing mix elements: product, price, promotion, and place.

Objectifs du cours

At the end of the course, the student should be able to :

Understand and define the product innovation process in organizations and the role of design. Identify its components, stages, and tools from the perspective of marketing, industrial designer, and engineering.

Apply basic principles, concepts, and tools in the field of product design and development and understand their role in the firm's market and technology competitiveness. Discuss the staged product development process: NexGen Stag-gate and spiral processes.

Apply different methodologies to incorporate the Voice of the Customer (VoC) and Open Innovation in the creative development of products. Apply the method of creative templates for conceptual design.

Apply the fundamentals of the Theory of Attractive Quality as it is implemented in the Kano method and design and carry out all the stages typical of a Kano study from identification of customer requirements to analysis.

Apply the foundation and conceptual framework of Functional Analysis. Identify the different types of functions and their specification. Identify higher and lower level functions and the application of functional decomposition.

Design FAST diagrams to assist in the creation, improvement, and vlaue analysis of products and services. Apply the Why-How logic to the analysis of technical FAST diagrams and the identification of functional requirements demanded by customers.

Apply Quality Function Deployment (QFD and House of Quality) to translate customer requirements (CRs) into technical demands. Perform calcuations in the relationship matrix, planning matrix, technical correlation matrix, and target technical requirements. Classify and rank all technical requirements relative to the overall customer satisfaction.

Contenu du cours

This course is the first of a series of two consecutive course in the area of product design and development. The framework to assess the conceptualization, design, and implementation of product development process is Design Thinking. This course PDI I ( Product Design and Innovation I ) provides a framework for the strategic analysis of innovation in the firm and the design and development of new products and services. It discusses technology and market innovation and the different types of innovation, technology and market curves. Discusses the role of research, innovation, and product development, as well as, the different steps in the process of new product development from product concepts to design of technical specifications. Finally, it focuses on the different techniques and methods used to design, modify, and improve products.


Innovation and New Product Development Processes: Strategic Considerations. Perspectives on New Product Development: Innovation and Technology

New Product Development Process and Voice of the Customer. Concept Design: Understanding Why Consumers Buy Products. Open Innovation in Designing Product Concepts and Creative Techniques.

Theory of Attractive Quality and the Kano methodology. Acting on the Voice of the Customer.

Function Analysis, Foundation to Concept Development. Creating Function Structure for Products. Higher, Basic, and Lower order Functions. Applications of the Why-How Logic. 1

Mapping Functions into Product Generation.Technical FAST: A Problem Based Approach to Design Products

Protocol and Quality Function Deployment (QFD). Translating Customer Requirements, CRs into Technical Specifications.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class18,00   Students active participation will be necessary
Independent work
Reference manual 's readings2,00   Students will prepare mini-cases doing their own research
Independent study
Group Project10,00   Students will visit a store in order to work on their project
Estimated personal workload2,00  
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Presentation
  • Visits/fields trips
  • Project work
  • Interactive class


Students are assessed through out the seminar, every day. Participation in case discussion, class topics, group discussions, individual assignments, exercises, video evaluation, and final group project. Please be prepare for a continuous evaluation process. Students will receive feedback and grading back every day.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project12,00145,00
Written Report1,00645,00
TOTAL     100,00


  • A set of reading chapters from different sources will be used in the course. Also, the instructor has prepared five chapters on applied tools and six experiential learning exercises. -

Ressources internet

  • IESEG Online

    I will use IESEG online.
    All reading material is uploaded and hard copies are distributed among students. Note: It is not enough to upload the material. Students need to have the printed material in hand every day for class.

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
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