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2019/2020  KAN-CDASV1904U  Design, Development and Evaluation of Data products and Services

English Title
Design, Development and Evaluation of Data products and Services

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 120
Study board
Study Board for BSc/MSc in Business Administration and Information Systems, MSc
Course coordinator
  • Qiqi Jiang - Department of Digitalisation
Main academic disciplines
  • Information technology
  • Innovation
  • Marketing
Teaching methods
  • Blended learning
Last updated on 05-02-2019

Relevant links

Learning objectives
  • Demonstrate how data products and services design are an outstanding way to achieve competitive advantages
  • Discover and integrate the potential and benefits of data products and services in various business models
  • Master the framework and toolkits to design and market data products and services
  • Identify and resolve the complex business problems by designing data products and services
  • Demonstrate good communication and interpersonal skills in proposing and presenting appropriate implementation strategies of data products and services
Prerequisites for registering for the exam (activities during the teaching period)
Number of compulsory activities which must be approved: 2
Compulsory home assignments
There are two assignments throughout this course. The first assignment is max 3 pages and written individually. The second assignment is max 5 pages and written in groups. If a student cannot participate in one or two assignments due to documented illness, or if a student fails one or two of the assignments in spite of making a real attempt to pass the activities, the student will be given one extra attempt before the ordinary exam. The extra attempt will be an individual written report of 10 pages on a topic assigned by the teacher, and this report will cover both mandatory activities.
Design, Development and Evaluation of Data products and Services:
Exam ECTS 7,5
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Individual oral exam based on written group product
Number of people in the group 2-3
Size of written product Max. 15 pages
Assignment type Written assignment
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

The data holds out big promises for marketing and management. Rather than targeting the customers, the data can also be used to create value for them. An increasing number of companies create products and services which combine data with analytical capabilities. Creating an effective design- development-evaluation process for these data products and services require well-established steps and frameworks.


This course covers the basics of creating data products and services using both step-by-step framework and digital toolkits. The course will help you along your learning journey and prepare you with the skills and perspective you need to:

  • Create the actionable focus to successfully manage your data products and services
  • Focus your work using data-driven product management skills and methods
  • Use toolkits and frameworks to explore new ideas for data products and services
  • Incorporate data with analytical capabilities to amplify characteristics in the existing product and service


The course is ideal for those who are interested in working as a product manager in either ICT industry or companies assembling data and analytics products.


Besides the frameworks and toolkits for creating data products and services, we will examine real-life cases how companies leverage data and analytics to design, develop, and evaluate products and services.

Description of the teaching methods
This course will be conducted in three consecutive sessions (3*45). The first two sessions are interactive lectures, and the third session is a tutorial workshop.

The interactive lectures include the presentation of theoretical issues, practical examples, and student participation and discussion. The tutorial workshop includes the student presentation, practical hands-on tutorials on toolkits and framework, as well as discussion.

Course documents will be released and shared in CBS Learn. Other blended learning tools supporting interaction and discussion will also be used in the lectures.
Feedback during the teaching period
Office hours
In-class feedback to student group presentations
Feedback to the mandatory assignments.
Student workload
Lectures 20 hours
Workshop and Tutorials 10 hours
Prepare to class 60 hours
Project work and reports 100 hours
Exam and prepare 16 hours
Expected literature

The literature can be changed before the semester starts. Students are advised to find the  final literature on LEARN before they buy the books.



Ulrich and Eppinger, Product Design and Development, McGraw-Hill Education Ltd; 6. edition



Davenport, T. H., & Kudyba, S. (2016). Designing and developing analytics-based data products. MIT Sloan Management Review, 58(1), 83-91


Last updated on 05-02-2019