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CURSO:PROTOTYPING AND TESTING BUSINESS IDEAS
TRADUCCION:PROTOTIPADO Y TESTEO DE IDEAS DE NEGOCIO
SIGLA:EAA2095
CREDITOS:05
MODULOS:01
CARACTER:OPTATIVO
TIPO:CATEDRA
CALIFICACION:ESTANDAR
PALABRAS CLAVE:INNOVATION,PROTOTYPING,TESTING,ITERATION,EXPERIMENTATION
NIVEL FORMATIVO:PREGRADO

COURSE TITLE:PROTOTYPING AND TESTING BUSINESS IDEAS
TRANSLATION:PROTOTIPADO Y TESTEO DE IDEAS DE NEGOCIO
COURSE CODE:EAA2095
CREDIT HOURS:05
WEEKLY CLASS PERIODS:01
TYPE OF COURSE:ELECTIVE
COURSE FORMAT:LECTURE
GRADING SYSTEM:STANDARD
KEYWORDS:INNOVATION,PROTOTYPING,TESTING,ITERATION,EXPERIMENTATION
KEYWORDS TRANSLATION:INNOVACION,PROTOTIPADO,TESTEO,ITERACION,EXPERIMENTACION
COURSE LEVEL:UNDERGRADUATE


I.COURSE DESCRIPTION

In this course, students will assess business ideas using iterative processes in real market environments. Through workshops, peer-to-peer learning, and design thinking, they will apply various prototyping and testing techniques, learn how to systematize user feedback to improve prototypes, and develop skills to effectively communicate results to key stakeholders. Learning outcomes will be assessed through portfolio, group project, creative production and a written exam.


II.LEARNING OUTCOMES

1.Assess business ideas through an iterative process of prototyping and testing in the development of new products and services.

2.Compare different prototyping and testing techniques to test them with users in real market environments ensuring ethical practices in user interactions.

3.Apply experimentation methodologies to test business hypotheses under controlled and experimental conditions.

4.Systematize the user feedback obtained in the testing to refine the prototypes in the product and service development process, considering ethical implications of data handling and user privacy.

5.Effectively communicate the results and progress of the prototyping and testing process to the key stakeholders, maintaining transparency and ethical standards in reporting.


III.CONTENT

1.Introduction to prototyping and testing
1.1.Fundamentals of prototyping and testing methodology
1.2.The Iterative Process to Reduce Uncertainty
1.3.Formulation of business hypotheses

2.Prototyping and testing techniques
2.1.Prototyping techniques
2.2.Testing Techniques
2.3.Designing Experiments for Business

3.Application of prototyping and testing in real environments
3.1.Ethics in the testing of business ideas
3.2.Planning and execution of user testing
3.3.Analysis and systematization of the results

4.Communication of results
4.1.Definition of Conceptual Proposal
4.2.Tools and Resources for Effective Communication to Different Audiences
4.3.Ethical Considerations in Reporting Results


IV.METHODOLOGICAL STRATEGIES

-Workshops.

-Peer-to-peer learning.

-Design thinking.

-Porfolio.


V.ASSESSMENT STRATEGIES

-Portfolio: 30%

-Group Project: 20%

-Creative production: 20%

-Exam: 30%


VI.BIBLIOGRAPHY

Minimum

David Bland & Alexander Osterwalder(2019). Testing business ideas: A field guide for rapid experimentation (Vol.3). John Wiley & Sons.

Sara L. Beckman & Michael Barry(2007). Innovation as a Learning Process: Embedding Design Thinking. California Management Review,50(1),25-56.

Bradley Camburn, Vimal Viswanathan, Julie Linsey, et al(2017). Design prototyping methods: state of the art in strategies, techniques, and guidelines. Design Science, 3, e13.

Claudia Rothke, Robert Wayne Gregory, Evgeny Kaganer (2019) Hypothesis-Driven Experimentation, IESE.

Ganguly, Abhijit, and Jim Euchner."Conducting Business Experiments: Validating New Business Models, Well-Designed Business Experiments Can Help Validate Assumptions and Reduce Risk Associated with New Business Models" Research-Technology Management 61,no.2(2018):27?36.

Michael Luca y Max Bazerman(June 2020) Want to make better decisions. Start experimenting. Harvard Business Review

KAPOOR, Bharat; NOLAN, Kevin; VENKATAHRISHNAN, N.(July 2017) How GE appliances built an innovation lab to rapidly prototype products Harvard Business Review vol. 21

Smita Srivastava, Swati Oberoi, Vishal K Gupta(May 2023) The story and the storyteller: Strategic storytelling that gets human attention for entrepreneurs; Business Horizons.

Marion Buchenau & Jane Suri(2000,August). Experience prototyping. In Proceedings of the 3rd conference on Designing interactive systems: processes, practices, methods, and techniques (pp.424-433)


Complementary

Warfel, Todd Zaki(2009). Prototyping: a practitioner's guide. Rosenfeld media.

Gilad Itamar, The tool that Will help you choose better product ideas (April, 2018) https://hackernoon.com/finding-winning-ideas-using-the-confidence-tool-d8f2d8cc2c15

Debbie Madden(September,2015) 4 Tips for Launching Minimum Viable Products Inside Big Companies; Harvard Business Review Digital Article.

Anders Richtner, Anna Brattstrom, Johan Frishammar, et al.(2017). Creating better innovation measurement practices. MIT Sloan Management Review.

Tim Brown(June,2008). Design Thinking; Harvard Business Review.

Paula Broitman(2018) Design Thinking. Escuela de Administracion UC (https://vimeo.com/282530110)


PONTIFICIA UNIVERSIDAD CATOLICA DE CHILE
FACULTAD DE ECONOMIA Y ADMINISTRACION / MAYO 2024