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Изучение подходов к управлению разработкой новых продуктов

Пимонова С. А., Потапова Д. И.

В кн.: Социально-экономические преобразования и проблемы. Сборник научных трудов (выпуск 11). Вып. 11. Н. Новгород: Издательство НИСОЦ, 2021. С. 50-63.

Препринт
R&D and marketing NPD cooperation: antecedents and consequences in Russian companies

Denis Fomenkov, Kirill Veselov.

Social Science Research Network. Social Science Research Network. SSRN, 2015

Product Analytics

2021/2022
Учебный год
ENG
Обучение ведется на английском языке
6
Кредиты
Статус:
Курс обязательный
Когда читается:
1-й курс, 3 модуль

Преподаватель

Козлова Ирина Станиславовна

Козлова Ирина Станиславовна

Course Syllabus

Abstract

The course Product analytics based on data analysis and make students collect, analyse product data, implement and track important product metrics. With help of different tools such as Google Analytics, Yandex Metric, Google Dashboard and Tableau students will be able to run the product correctly.
Learning Objectives

Learning Objectives

  • Capture necessary data to measure progress against your objectives
  • Validate hypotheses about your users, product, or business
  • Use different types of analysis to develop hypotheses and improve the product
  • Present your product findings and update the roadmap
Expected Learning Outcomes

Expected Learning Outcomes

  • Collect and analyze user data
  • Measure effectiveness of campaigns and product upgrades
  • Present current data and data based decisions to stakeholders
  • Read user data and correlate it with business objectives
  • Use qualitative and quantitative tools to develop or test hypothesis and upgrade the product
Course Contents

Course Contents

  • How to define relevant product metrics
  • How to collect, analyze and read the data
  • How to use tools like A/B test to make data-driven decisions
  • How to use different types of analysis to develop hypotheses and improve the product
  • How to improve the product using Customer Journey Map and GAP-analysis
  • How to use qualitative tools of analysis to test MVP
  • How to make decisions based on data and present data to stakeholders
Assessment Elements

Assessment Elements

  • non-blocking Task 1
    Defining relevant product metrics of the project: choose metrics for product testing, product improvement or marketing campaign evaluation.
  • non-blocking Task 2
    Defining list of resources for further collection and analyzing data
  • non-blocking Task 3
    Using A\B test to make data-driven decision: Preparing 2-3 hypotheses of product development; Conducting A\B test; Interpreting results
  • non-blocking Task 4
    Developing hypotheses for product upgrade based on data analysis
  • non-blocking Task 5
    Creating Customer Journey Map: Creating Customer Journey Map (at least 4 steps); Highlight breakpoints; Interpreting insights and developing hypotheses to develop product
  • non-blocking Task 6
    Qualitative analysis to test MVP or product upgrade: Choosing tools of research; Interpreting results
  • non-blocking Task 7
    Present data • Preparing key insights of current data • Choosing tools to create dashboard • Present data-driven solutions to launch or improve product
  • non-blocking Exam
    Defense takes place in the format of presentations and speeches by the teams of each project. Presentation should content following information: • Definition of relevant product metrics of the project. • Definition of list of resources for further collection and analyzing data • Using A\B test to make data-driven decision • Developing hypotheses for product upgrade based on data analysis • Customer Journey Map • Qualitative analysis to test MVP or product upgrade • Dashboards and data-driven solutions to launch or improve product
Interim Assessment

Interim Assessment

  • 2021/2022 3rd module
    0.1 * Task 6 + 0.1 * Task 4 + 0.1 * Task 1 + 0.1 * Task 5 + 0.1 * Task 2 + 0.1 * Task 3 + 0.3 * Exam + 0.1 * Task 7
Bibliography

Bibliography

Recommended Core Bibliography

  • Bothma, N. (2017). Product Management: Vol. Second edition. Juta and Company [Pty] Ltd.
  • Cagan, Marty. Inspired: How to Create Tech Products Customers Love. –Wiley, 2018. – ЭБС Books 24x7.
  • Cohen, A. M. (2015). Prototype to Product : A Practical Guide for Getting to Market: Vol. First edition. O’Reilly Media.
  • Cooper, R. G. (2017). Winning at New Products : Creating Value Through Innovation (Vol. Fifth edition). New York: Basic Books. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1627508
  • Dekkers, R. (2018). Innovation Management and New Product Development for Engineers, Volume I : Basic Concepts. Momentum Press.
  • Griffin, A., Swan, S., Luchs, M., & Product Development & Management Association. (2015). Design Thinking : New Product Development Essentials From the PDMA. Hoboken, New Jersey: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1072252
  • Kittlaus, H.-B., & Fricker, S. A. (2017). Software Product Management : The ISPMA-Compliant Study Guide and Handbook. Berlin, Germany: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1522587
  • MCKNIGHT, C. (2017). Customer Journey Maps: A Path to Innovation and Increased Profits. EContent, 40(6), 20.
  • Michael Lewrick, Patrick Link, & Larry Leifer. (2018). The Design Thinking Playbook : Mindful Digital Transformation of Teams, Products, Services, Businesses and Ecosystems. Wiley.
  • Morteza Aalabaf‐Sabaghi. (2019). A Practical Guide to Age–Period–Cohort Analysis: the Identification Problem and Beyond. Journal of the Royal Statistical Society Series A, (2), 715. https://doi.org/10.1111/rssa.12433
  • Nunnally, B., & Farkas, D. (2017). UX Research : Practical Techniques for Designing Better Products. O’Reilly Media.
  • Trott, P. (2017). Innovation Management and New Product Development (Vol. Sixth edition). Harlow, Enlgand: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419855
  • Varma, T. (2015). Agile Product Development : How to Design Innovative Products That Create Customer Value. [New York]: Apress. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1109180
  • Wienclaw, R. A. (2019). New Product Management. Salem Press Encyclopedia. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ers&AN=89163885

Recommended Additional Bibliography

  • Erik Brynjolfsson, & Kristina McElheran. (2016). The Rapid Adoption of Data-Driven Decision-Making. American Economic Review, 5, 133. https://doi.org/10.1257/aer.p20161016
  • ETKIN, J., & SELA, A. (2016). How Experience Variety Shapes Postpurchase Product Evaluation. Journal of Marketing Research (JMR), 53(1), 77–90. https://doi.org/10.1509/jmr.14.0175
  • Infiniti Research. (9 C.E., Winter 2019). Why Customer Journey Mapping is Important for Retailers | Read Infiniti Research’s Latest Success Story to Gather Detailed Insights. Business Wire (English).
  • Moon, H., Han, S. H., Chun, J., & Hong, S. W. (2016). A Design Process for a Customer Journey Map: A Case Study on Mobile Services. Human Factors & Ergonomics in Manufacturing & Service Industries, 26(4), 501–514. https://doi.org/10.1002/hfm.20673
  • Timo Wagenblatt. (2019). Software Product Management : Finding the Right Balance for YourProduct Inc (Vol. 1st ed. 2019). Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2226013