產品企劃個案研究專題

臺北科技大學 114-2 學期課程，課號 359610。

課程大綱

產品企劃對於一家公司來說非常重要，因為如果做得好，它可以減少資源支出，增加收入並創造利潤。 新產品開發時，產品企劃的嚴謹與洞見為影響產品成敗的重要因素，本課程將介紹產品企劃的基本觀念、產品開發流程、產品策略、產品生命週期、市場區隔與企畫書的撰寫等。 本課程以實際產品企劃案例作為教材，導入情境式教學，讓學生融入產品企劃個案之實境，於課堂上共同討論如何擬定個案的處理方式與企劃方法，達到理論與實務充分的對話。 product planning is very important to a company because, when done properly, it can reduce resource expenditures, drive revenues, and generate profitability. In the development of new products, Product planning is an important factors affecting the success or failure of products. This course will introduce the basic concepts of product planning, product development process, product strategy, product life cycle, market segmentation, and Product planning book. This course takes real product planning cases as teaching materials, import situational teaching, and integrates students into the realities of product planning cases. We will discuss how to formulate the right decision-making and planning methods in class to achieve a dialogue between theory and practice.

課程進度

1. W01.0225: Introduction to product planning 2. W02.0304: Product planning roles 3. W03.0311: Why is product planning difficult? 4. W04.0318: Organizing people/ 專題演講: 我在德義的UX 旅程,Sharon Chang 5. W05.0325: Opportunity Identification 6. W06.0401: Market Segmentation 7. W07.0408: Technology Segmentation /專題演講: ASUS 的創新設計 8. W08.0415: Concept Generation 9. W09.0422: Needs Assessment/ 專題演講: COLORPLUS 創辦人 歐一民 10.W10.0429: Scenario Analysis & Persona /專題演講: Designing for/with Sense of Place 以場域為設計. 清大 董芳武教授 11.W11.0506: Concept Evaluation 專題演講: 企劃的價值 劉一德 品牌顧問 12.W12.0513: Technical Development 13.W13.0520: Design 專題演講:品牌設計的建構 14.W14.0527: Market Planning /專題演講:不只是設計不是只設計, Vogito 15.W15.0603: Life Cycle Management/ 專題演講:永續設計 16.W16.0610: Global Issues in Product Planning /專題演講: 新產品企劃與群眾募資 CCTOGO 17.W17.0617: Product Planning Best Practices 18.W18.0624: Case Study & 期末報告

評量方式

平時出席 10% 課堂問答 15% 期中作業 35% 企劃書 40%

教材

【遵守智慧財產權觀念，請使用正版教科書，不得使用非法影印教科書】 使用外文原文書：是 1. Product Planning Essentials / Kenneth B. Kahn 2. Value Proposition Design 3. 價值主張年代 4. PRODUCT THAT LAST