Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Customer development (17.IM1826)

General information:

Category	Professional-applicative
Scientific or art field	Industrijski marketing, preduzetništvo i inovacije Proizvodni i uslužni sistemi, organizacija i menadžment
ECTS	4

Understanding the specificity of the customer development process; mastering the knowledge and skills of applying marketing strategies and tactics in the process of developing, launching high-tech products as well as strategies and tactics for their further market development.

Ability to analyze the market of high-tech products as well as the planning and implementation of the process of customer development and the launch of high-tech products. Understanding the specificity of management from the aspect of marketing functions of companies that are based on the development of high technology products.

1. Introduction to customer development process; 2. Customer Visualization - People 3. ISO 13407 - SCRUM; 4. Defining a customer problem; 5. Purchase of customer needs; 6. Developing empathy with the user 7. Generating ideas for product development; 8. Testing ideas; 9. Methods and techniques for generating and selecting ideas for new products; 10. Prototyping testing; 11. Visualization of ideas and stories; 12. Organization Transformation 13. Designing the Future; 14. Sisemian Thinking 15. Design Thinking

Teaching takes place through lectures, independent exercises and audio-visual presentation of positive practice examples. Testing knowledge takes place through two colloquia and seminar work. The final exam is oral and refers to theoretical areas that were not covered by colloquiums.

Authors	Title	Year	Publisher	Language
Thomas Lockwood	Design Thinking: Integrating Innovation, Customer Experience, and Brand Value	2009	Allworth Press	English
Jeanne Liedtka, Tim Ogilvie, Rachel Brozenske	The Designing for Growth Field Book: A Step-by-Step Project Guide	2014	Columbia University Press	English
Giff Constable	Talking to Humans: Success starts with understanding your customers	2014	Giff Constable	English
Michael Lewrick, Patrick Link, Larry Leifer	The Design Thinking Playbook: Mindful Digital Transformation of Teams, Products, Services, Businesses and Ecosystems	2018	Wiley	English

Course activity	Pre-examination	Obligations	Number of points
Oral part of the exam	No	Yes	30.00
Project	Yes	Yes	20.00
Test	Yes	Yes	20.00
Lecture attendance	Yes	Yes	5.00
Theoretical part of the exam	No	Yes	20.00
Exercise attendance	Yes	Yes	5.00

Assoc. Prof. Ćelić Đorđe

Associate Professor

Lectures

Asst. Prof. Spajić Jelena

Assistant Professor

Practical classes

Faculty of Technical Sciences

University of Novi Sad

Contact:

Address: Trg Dositeja Obradovića 6, 21102 Novi Sad

Phone: (+381) 21 450 810
(+381) 21 6350 413

Fax : (+381) 21 458 133
Emejl: ftndean@uns.ac.rs