STARTS ON November 30, 2021
DURATION 3 Months (4-5 hours/ week)
STARTS ON November 30, 2021
DURATION 3 Months (4-5 hours/ week)

Programme Overview

Businesses are trying to find productive and sophisticated ways to manage complexity, derive insights, and catalyse innovation. In this fast-changing ecosystem, design thinking has emerged as an approach that can fix dry, overly rational planning by infusing it with empathy. This approach that focuses on generating ideas, building narratives, creating prototypes, and testing it all is essential for savvy leaders who want to launch products and services that address real challenges and solve problems.

IIM Kozhikode’s Design Thinking for Customer-centric Innovation programme will work as a critical catalyst and accelerate your career. It will show you how to use design-thinking inspired building blocks approach to product development. You will learn how to focus on customers by using incremental releases and a continuous delivery of valuable features.

On programme completion, you will develop an empathy-driven mindset, a deeper understanding of business objectives, and an ability to design solutions that are simple, productive, and compelling.

Eligibility: Minimum Graduate or Diploma Holder (10+2+3).

Programme Highlights

Live Webinars
with Programme Faculty

60+
Video Lectures

10 Assignments
and Quizzes

Office Hours with
an Industry Expert

Peer Learning
and Feedback

Dedicated
an Industry Expert

Note: The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.

The programme includes live sessions with IIM Kozhikode faculty.

Why Design Thinking for Customer-centric Innovation?

  • 90%

    The amount of global companies which expect to increase their investments and resources significantly in design-thinking-related activities, three times the level of their less digitally advanced counterparts:

    Source: Forbes Insight Survey, 2020

Who is this Programme for?

  • Early to mid-level professionals who are looking for better and innovative methodologies to solve business or consumer-focused problems.
  • Early-career professionals who want to understand the fundamentals of design thinking and innovation and apply its strategies in their industry.

Programme Highlights

Live Webinars
with Programme Faculty

60+
Video Lectures

10 Assignments
and Quizzes

Office Hours with
an Industry Expert

Peer Learning
and Feedback

Dedicated
Programme Support

Note: The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.

The programme includes live sessions with IIM Kozhikode faculty.

Learning Outcomes

  • Understand the general approach of design thinking and its applications
  • Sketch a concept to implement the solution
  • Ideate and conceptualise a solutions
  • Develop a prototype of the concept
  • Identify opportunities to develop a new product
  • Validate the prototype of the concept
  • Frame a problem to develop a product
  • Build a business case to market new concepts

Programme Modules

  • Introduction to Design Thinking and Innovation: Overview
  • Origin and Purpose of Design and Innovation
  • Design Thinking and its Benefits
  • Applications of Design Thinking
  • The Design Thinking Process
  • Key Features of the Design Thinking Process
  • Cognitive Models Applied in Design Thinking
  • Introduction to Design Thinking and Innovation: Summary
  • Innovation and Business Success: Overview
  • Innovation and its Importance for Business
  • Design Thinking for Innovation in Business
  • Deterrents to Innovation
  • Choosing the Right Innovation Path
  • An Introduction to Products
  • Innovation and Business Success: Summary
  • Design Thinking Approach for New Product Development: Overview
  • Innovation Models
  • Ideas and Opportunities for Innovation
  • Jeanne Liedtka’s Framework for Design Thinking
  • Tools Used in the Design Thinking Process
  • Visualisation in the Design Thinking Process
  • Design Thinking Approach for New Product Development: Summary
  • Design Thinking Approach for Understanding Customers: Overview
  • Understanding Customers’ Expectations
  • Gathering Information Regarding Customers
  • Consumer Personas
  • Customer Journey Mapping
  • Jobs to be Done (JTBD)
  • Design Thinking Approach for Understanding Customers: Summary
  • Design Thinking Approach for Deciphering Needs: Overview
  • Value Chain Analysis
  • Mind Mapping
  • Value Proposition Canvas
  • User Need Statements
  • How Might We Statements
  • Design Thinking Approach for Deciphering Needs: Summary
  • Design Thinking Approach for Idea Generation: Overview
  • Problem Framing Canvas
  • Preparing for Idea Generation
  • Brainstorming
  • Reverse Brainstorming
  • Design Thinking Approach for Idea Generation: Summary
  • Design Thinking Approach for Concept Development: Overview
  • Innovation Idea Funnel
  • Concept Development
  • Product Concepts
  • Product Concept Ideation
  • Back of Napkin
  • Design Thinking Approach for Concept Development: Summary
  • Design Thinking Approach for Concept Evaluation: Overview
  • Testing Assumptions
  • The Kano Model
  • Value/Ease Matrix
  • Rapid Prototyping
  • Preparing for Feedback
  • Design Thinking Approach for Concept Evaluation: Summary
  • Design Thinking Approach for Obtaining User Feedback: Overview
  • Minimum Viable Product
  • Customer Co-Creation
  • Learning Launches
  • Getting Started on the Design Thinking Journey
  • Design Thinking Approach for Obtaining User Feedback: Summary
  • Marketing Innovation and Designing Business Models: Overview
  • Business Model Canvas
  • Positioning and Differentiation
  • Go-to-market Strategy
  • Adoption of Innovation
  • Marketing Innovation and Designing Business Models: Summary

Note:
- Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the total programme hours.

Programme Directors

PROF. ANANDAKUTTAN UNNITHAN

Professor, Marketing

Dean (Academic Affairs & Development)

Indian Institute of Management Kozhikode

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Prof. Anandakuttan B Unnithan obtained his PhD inMarketing from Cochin University of Science and Technology, Kochi, Kerala. He has extensive experience of two decades as a business educator, researcher and administrator. Currently, he is a Professor of Marketing Management and Dean (Academic Affairs and Development) at the Indian Institute of Management Kozhikode. ... Read More His research interests include consumer behaviour, services marketing, and advertising. His publications have appeared in leading journals in marketing, advertising, and other business disciplines. He has consulted with major corporations and government agencies. He is actively engaged in executive education and management development programmes.Read Less

Deepak S Kumar

Assistant Professor, Marketing

Indian Institute of Management Kozhikode

Read More

Deepak S Kumar completed his graduation in Architectural Engineering from the National Institute of Technology Calicut (NITC) and his Fellow (Ph.D.) from the Indian Institute of Management Kozhikode. He has a total of 10 years of work experience in the industry and academia. He teaches courses like Marketing Management, Services Marketing, Experiential Marketing, Innovation and Design Thinking, Integrated Marketing Communications for the Post-graduate program. ... Read More His current research interests include visual aesthetics, image analytics, services capes, technology adoption, and e-atmospherics. His has published in many reputed international journals, including Journal of Business Research, Journal of Services Marketing, Journal of Retailing and Consumer Services, Journal of Brand Management, Journal of Vacation Marketing, The Marketing Review, Journal of Hospitality and Tourism Technology, IIM Kozhikode Society & Management Review, AMA Summer / Winter Conference proceedings.Read Less

Programme Certificate

Upon successful completion of the Programme, participants will be awarded a verified digital certificate by IIM Kozhikode.

Sample Certificate

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Kozhikode.

Early applications encouraged. Limited seats are available.

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