Week 2 · learning day 3
Customer-value dimensions and marketing
Product Development Process · 45–60 minutes
Today’s outcomes
- Explain customer-value dimensions and marketing in the context of product development process.
- Analyse a product decision using the source outcome rather than intuition alone.
- Produce a reusable section of a discovery brief.
Source trace
W02-O03Explain how customer value dimensions positively influence the final product portfolio and the role of marketing in the product development process.W02-O08Understand potential and forecast sales.
Core lesson
Make the choice inspectable
Customer-value dimensions and marketing matters when it changes a real allocation of attention, money, time, or delivery capacity. Move from observed need to tested value through explicit learning steps.
Start by naming the decision and the uncertainty around it. Separate evidence from assumptions, compare at least one alternative, and state what would make you revise the choice.
The source outcome for today is: Explain how customer value dimensions positively influence the final product portfolio and the role of marketing in the product development process. Understand potential and forecast sales.
What decision will customer-value dimensions and marketing improve, what evidence is sufficient for that decision, and what is the cost of being wrong?
Worked example
Customer-value dimensions and marketing in practice
For a medication-adherence app for working adults, the product manager must analyse a choice about customer-value dimensions and marketing. The team records the target user and outcome, the evidence currently available, the strongest alternative, and the next reversible test. The recommendation is written as a choice with a reason—not as a list of features.
Do the work · 20 minutes
Turn the idea into a decision
- Choose a product you know and write the specific decision that customer-value dimensions and marketing should support.
- List two pieces of evidence, two assumptions, and one credible alternative.
- Make a recommendation in three sentences and add one condition that would change it.
Save to your portfolio
A discovery brief — section: Customer-value dimensions and marketing
Knowledge check
Answer before opening
What is the decision at the centre of customer-value dimensions and marketing?
A good answer names an accountable choice, not merely an activity or output.
How should evidence and assumptions be separated?
Label observed facts, interpretations, and untested beliefs explicitly so the next learning step is visible.
What makes the recommendation revisable?
It includes a trigger, threshold, or new evidence that would justify changing course.
What should the portfolio artefact communicate?
The context, considered alternatives, chosen direction, rationale, evidence, and remaining risk.
Spaced review
Reconnect the learning
Reflection