Winning companies, such as Apple, Virgin, Toyota and others, innovate continuously because of their culture of design thinking—integrating the needs of people, the possibilities of technology and the requirements for business success. In this course, you will learn how to take a similar approach in your own business—blending the perspectives of marketing, design and engineering into a systematic approach to delivering innovation.


As a core part of the course, students participate in a team-based concept development project assignment. This project, focused on opportunity evaluation and concept development, is integrated into all course modules.


At the end of this course, participants will learn to:

  • Understand the design thinking process
  • Identify and assess customer opportunities
  • Generate and evaluate new product and service concepts
  • Design services and customer experiences
  • Evaluate product development economics

innovation of products and services: mit’s approach to design thinking


Take the first step to a Global Education


  • Interactive Lecture
    62Video Lectures
  • Real World Applications
    4Real-World Applications
  • Case Studies
    4Case Studies
  • Capstone Assignment
    1Capstone Project
  • Peer Learning
  • assignment icon
    4Individual Assignments (+2 Optional)



a) Read: Design Thinking by Tim Brown (Harvard Business Review)



a) Three innovation challenges

– People desirability

– Business viability

– Technical feasibility

b) Example of three innovations challenges:




c) IDEO’s Systematic Innovation Process



a) Applying three innovation challenges model to a business/product/service


a) Product development process

b) Concept development process

c) User innovation application

d) Customer needs and markets

e) Lead user example – utility light study

f) Customer needs analysis process steps – NEST

g) Five guidelines for writing need statements



a) Real-life application: Identify a product or service that meets a customer need

b) Real-world group project: Select the top-ranked ideas of your team and work on the following:

– Opportunity evaluation and concept development

– Identify needs for your project idea

– Receive reviews by other team members


a) Invention, innovation, and creativity

b) Example: YCC concept car

c) Great ideas

d) Brainstorming common rules

e) Research on brainstorming and creativity

f) Concept sketches and sketch modeling

g) Concept generation process

h) External and internal search – brainstorming

i) Concept generation – example of combining ideas

j) Concept of down selection



a) Decompose project idea into key elements

b) Real-world group project: Develop a solution concept


a) The difference between goods and services

b) Services innovation at Bank of America

c) Services experience cycles

d) Examples of services experience cycle:

– Movie theatre example

– Zipcar



a) Decompose the movie theatre example

b) Real-world group project:

– Analysis and concept development

– Map out the customer experience cycle for your project idea

– Think of innovation opportunities that stem from that cycle


a) Introduction to product development economics

b) Thought experiment and product development cash-flow

c) PD project financial marketing

d) NPV and Nespresso example

e) Nespresso example:

– The numbers for machines and capsules

– Model uncertainty

f) Spreadsheet modeling – how much more do we need to sell to recover recycling program?

– Put several worst cases and see what happen to NPV

– Put in best cases and see what happens to NPV

g) Debrief on the above discussions



a) Analyze the Nespresso case from a financial perspective exercise: Make a decision if Nespresso should undertake the recycling initiative based on how their marketing costs for recycling might change

b) Real-world group project: Complete report factoring in any additional financial analysis you have learnt


a) Design for environment (DFE) principles

b) Making good DFE decisions

c) Product Life Cycle Assessment (LCA)

– Environmental impacts

– Product Life Cycle

d) The Herman Miller story – how they have woven DFE into their product design and development processes, and still going strong



a) Exercises on DFE and LCA applications for a specific chosen product – optional

b) Real-world group project – Final project wrap-up based on a fair assessment of all factors in the RWW model. The project teams make the decision about ‘go/no go’ of their project idea with rationale and recommendations


  • Steve D. Eppinger
    Steve D. Eppinger
    General Motors LGO Professor of Management
    MIT Management Executive Education


EMERITUS follows a unique online model. This model has ensured that nearly 90 percent of our learners complete their course.

  • OrientationOrientation Week
    The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world. You will also learn how to use the learning platform and other learning tools provided.
  • Goal SettingWeekly Goals
    On other weeks, you have learning goals set for the week. The goals would include watching the video lectures and completing the assignments. All assignments have weekly deadlines.
  • Video LecturesRecorded Video Lectures
    The recorded video lectures are by faculty from the collaborating university.
  • Live WebinarsLive Webinars
    Every few weeks, there are live webinars conducted by EMERITUS course leaders. Course leaders are highly-experienced industry practitioners who contextualize the video lectures and assist with questions you may have regarding your assignments. Live webinars are usually conducted between 1 pm and 3 pm UTC on Tuesdays and Wednesdays.
  • Clarifying DoubtsClarifying Doubts
    In addition to the live webinars, for some courses, the course leaders conduct Office Hours, which are webinar sessions that are open to all learners. During Office Hours, learners ask questions and course leaders respond. These are usually conducted every alternate week to help participants clarify their doubts pertaining to the content.
  • Follow-UpFollow-Up
    The EMERITUS Program Support team members will follow up and assist over email and via phone calls with learners who are unable to submit their assignments on time.
  • Continuous Course AccessContinued Course Access
    You will continue to have access to the course videos and learning material for up to 12 months from the course start date.

EMERITUS Program Support Team

If at any point in the course you need tech, content or academic support, you can email program support and you will typically receive a response within 24 working hours or less.


Device Support

You can access EMERITUS courses on tablets, phones and laptops. You will require a high-speed internet connection.



On completing the course you join a global community of 5000+ learners on the EMERITUS Network. The Network allows you to connect with EMERITUS past participants across the world.



  • Starts 18 March 2020
  • 2 Months
  • 2 – 4 hours per week
  • Course Fees USD 1,400


  • You can pay for the course either with an international debit or credit card (unfortunately we are unable to accept Diners credit cards), or through a bank wire transfer. On clicking the apply now button below, you will be directed to the application form and the payment page.
  • We provide deferrals and refunds in specific cases. The deferrals and refund policy is available here.
  • You will be provided a course login within 48 hours of making a payment.


  • Please provide your work experience and your current employer via the application.
  • You can apply by clicking the Apply Now button


For any questions regarding Emeritus, the learning experience, admission & fees,  grading & evaluation please visit ONLINE CERTIFICATE COURSE FAQs


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The course content and the collaboration with peers worldwide was a great learning experience. The outcome within a couple of weeks was astonishing!

Andreas Cem Vogt Business Process Principal, Salesforce



Take the first step to a Global Education

Emeritus - Online Certificate Courses | Diploma Programs