This course introduces students to a systematic “Differentiation by Design” strategy for enhancing the “customer-getting” experience within the New Product Development process (NPD). The course focuses on those elements of the traditional NPD progression that serve to differentiate a new offering from its competition. Students become aware of the many opportunities for differentiation available, and discover the methods and means of employing these.

Successful completion of the course should enhance students' ability to add real innovative value as team members in the NPD “concept through commercialization” customer/product experience. Lectures are supported by case studies, readings, relevant outside experts and real world examples of the Differentiation by Design process, strategy and methodology.

Dan Brown speaks about Differentiation by Design.

Open to non-majors, with priority given to EDI students.