Current Students

DSGN 450: Differentiation by Design


This course introduces students to a systematic “Differentiation by Design” strategy for enhancing the “customer-getting” experience, within the New Product Development process (NPD). The course focuses on elements of the traditional NPD progression that serve to differentiate a new offering from its competition. Students become aware of the many opportunities for differentiation available, and discover methods and means of employing them.

Successful completion of the course should enhance students' ability to add real innovative value as team members in the NPD “concept through commercialization” customer/product experience. Lectures are supported by case studies, readings, relevant outside experts, and real-world examples of the Differentiation by Design process, strategy, and methodology.

Dan Brown speaks about Differentiation by Design

Priority given to MS EDI students. Permission from MS EDI department.

Quarter Offered


DSGN 450 Differentiation by Design
Meets Thursday 3:30-6:30pm in Ford 1.230

Instructor: Daniel Brown

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