Marketplace Simulations: Product Design

The Product Design Bundle is best suited for product design courses and introductory courses in undergraduate business programs wishing to provide students with a basic understanding of the product design process. It can be added to entrepreneurship courses to illustrate the importance of customer-focused product design for startup businesses. It can also be used as a refresher exercise in more advanced marketing courses. The microsimulations in this bundle are also available individually.
Challenge your students to design a product that maximizes customer satisfaction. This microsimulation bundle provides a training ground for experimenting with and applying key product design concepts. It includes two interactive microsimulations: Fundamentals of Product Design and Product Design and Market Response Functions. Students will learn to use market research data to guide the product design process, discovering that customers buy products for their benefits rather than for specific features or components. They will explore positive and negative correlations between benefits and components, identifying which product components meet customer needs and which detract from customer satisfaction. Students will also examine common market response functions and identify the response functions of various product features across different product categories. Through hands-on exercises, students will learn to interview potential customers to determine their preferences, gather data on customer behavior, and deduce market response functions for product features.
Each microsimulation culminates in a practical business challenge that requires students to apply their new knowledge to design a product that meets the needs of a specific customer segment. The bite-sized format, quick delivery, and self-paced structure maximize students' focus, engagement, and knowledge retention. Marketplace microsimulations can be scheduled to align with relevant topics as they are introduced throughout the course. They can be used in a flipped classroom model as self-study prior to a class session, or in class to prompt rich discussion.
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