Module Details

Module Code: MGMT9076
Title: Customer Development
Long Title: Customer Development
NFQ Level: Expert
Valid From: Semester 1 - 2024/25 ( September 2024 )
Duration: 1 Semester
Credits: 10
Field of Study: 3450 - Business & Management
Module Delivered in: no programmes
Module Description: This module introduces the student to the principles and concepts of the Customer Development entrepreneurship methodology whilst emphasising the first phase, the customer discovery process. The module also introduces students to various aspects of new venture planning such as value propositions and business models. The students will work in teams throughout this module.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Assess the Customer Development methodology within a new startup company evaluation and development context from an evidence based perspective.
LO2 Construct a business hypothesis and plan for and undertake interviews to discover customers jobs, pains and gains.
LO3 Develop the value proposition for the cyber security end user by selecting and utilising an appropriate framework and tools.
LO4 Create the business model that outlines the cyber security startup plan for making a profit, selecting and utilising appropriate frameworks and tools.
LO5 Challenge and test business ideas to reduce the risk of failure.
LO6 Pivot by critically analysing and evaluating what changes are required in the cyber security product/service/solution, taking action and accessing the changes to the updated business thesis and hypotheses.
LO7 Communicate findings of the customer discovery process, present the final business thesis, reflect on learning journey and pivots made and critically analyse how the process has improved the final product/service/solution.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Customer Development
Introduction to the history of and the need for the Customer Development methodology. Overview of the four stages of the customer development process; Customer Discovery, Customer Validation, Customer Creation and Company Building
Customer Discovery
Introduction to Business theses and Business Hypotheses. Business theses and Business Hypotheses testing. Customer interviewing, techniques and tools. Interview planning – pre, during and post interview. Open v Closed questioning techniques. Customer locations and methods to obtain interviews. Testing business ideas using assumptions mapping and the development of falsifiable hypotheses followed by market testing.
Customer Segmentation
Introduction to customer segmentation methods and techniques. Stakeholder maps. Stakeholder types. Empathy Mapping and Maps. Evolving your customer segments. Customer profiles, customer personas, and Customer archetypes
Value Proposition
Value Proposition exploration and development. Identifying customer pains, gains and jobs. Product or service positioning around what the customer values and needs.
Business Models
Comparison of Business modelling and Business Planning. Introduction to business modelling methods and techniques. Using the Business Model Canvas - 9 elements to visual describe company's product's value proposition, infrastructure, customers, and finances, assisting businesses to align their activities by illustrating potential trade-offs
Communicating findings
Documenting and reporting customer discovery research insights and findings. Using visual aids (Value Proposition Canvas, Business Model Canvas, Personas, Empathy Maps, Stakeholder Maps) to present research findings. Customer Discovery reporting and presentation
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Other % of Total Mark 30
Timing Week 5 Learning Outcomes 1,2
Assessment Description
Develop a digital portfolio reflecting on key aspects of what they have learnt through the customer development and discovery process. This digital portfolio of their work should include key findings from the interviews and their business hypothesis and plan.
Assessment Type Other % of Total Mark 30
Timing Week 12 Learning Outcomes 3,4,5,6
Assessment Description
Building on their digital portfolio, learners will include their business model canvas and value proposition canvas reflecting on the process and how they challenged their own business ideas to reduce the risk of failure and documenting any pivots taken as part of the process.
Assessment Type Presentation % of Total Mark 40
Timing Sem End Learning Outcomes 1,2,3,4,5,6,7
Assessment Description
Present their digital artefact that documents their entire learning, reflecting on what they learnt, what was successful, outlining key next steps.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lectures delivering theory underpinning learning outcomes. Every Week 1.50 1.5
Lecturer-Supervised Learning (Contact) Contact Mentoring & lab based activities to support teams achieve learning outcomes. Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Independent & Directed Learning. Every Week 10.50 10.5
Total Hours 14.00
Total Weekly Learner Workload 14.00
Total Weekly Contact Hours 3.50
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecturer-Supervised Learning (Contact) Contact Lectures delivering theory underpinning learning outcomes. Every Week 1.50 1.5
Lab Contact Mentoring & lab based activities to support teams achieve learning outcomes. Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Independent & Directed Learning. Every Week 10.50 10.5
Total Hours 14.00
Total Weekly Learner Workload 14.00
Total Weekly Contact Hours 3.50
 
Module Resources
Recommended Book Resources
  • Steve Blank. (2020), The Four Steps to the Epiphany, 5th. John Wiley & Sons, p.388, [ISBN: 9781119690351].
  • David J. Bland,Alexander Osterwalder. (2019), Testing Business Ideas, John Wiley & Sons, p.375, [ISBN: 978-1119551447].
Supplementary Book Resources
  • Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith. (2014), Value Proposition Design, John Wiley & Sons, p.327, [ISBN: 9781118968055].
  • Alexander Osterwalder,Yves Pigneur. (2010), Business Model Generation, John Wiley & Sons, p.295, [ISBN: 9780470876411].
  • Rob Fitzpatrick. (2013), The Mom Test, Robfitz Ltd, https://www.momtestbook.com/, p.130, [ISBN: 9781492180746].
  • Giff Constable, Frank Rimalovski, Tom Fishburne. (2014), Talking to Humans, 1st. Giff Constable, p.88, [ISBN: 9780990800927].
  • Matthew Syed. (2015), Black Box Thinking, © 2015From BLACK BOX THINKING: Why Most People Never Learn From Their Mistakes - But Some Do, by Matthew Syed. Summarized by arrangement with Portfolio, p.0, [ISBN: 978-1473613775].
  • Rolf Dobelli. The Art of Thinking Clearly, [ISBN: 978-1444759549].
  • Tom Chatfield. (2022), Critical Thinking, Sage Publications Limited, p.464, [ISBN: 978-1529718522].
This module does not have any article/paper resources
Other Resources