Invite Your Colleague and Save INR 12,500 (Exclusive of GST)
STARTS ON TBD Application Deadline: TBD Online via Recorded Video Lectures
DURATION 28 Weeks (4-5 hours/ week)
ELIGIBILITY Minimum Graduate or Diploma Holder (10+2+3)
STARTS ON TBD Application Deadline: TBD Online via Recorded Video Lectures
DURATION 28 Weeks (4-5 hours/ week)
To ensure that holiday plans on the occasion of Christmas and New Year are not interrupted, no new modules will be released during this time and participants will receive a 2-week extension for submitting assignments. Participants will continue to have access to course material on the platform during this time.

Programme Overview

Businesses are trying to find productive and sophisticated ways to manage complexity, derive insights, and catalyse innovation. In this fast-changing ecosystem, design thinking has emerged as an approach that can fix dry, overly rational planning by infusing it with empathy. This approach that focuses on generating ideas, building narratives, creating prototypes, and testing it all is essential for savvy leaders who want to launch products and services that address real challenges and solve problems.

IIM Kozhikode’s Design Thinking and Innovation programme will work as a critical catalyst and accelerate your career. It will show you how to use design-thinking inspired building blocks approach to product development. You will learn how to focus on customers by using incremental releases and a continuous delivery of valuable features.

On programme completion, you will develop an empathy-driven mindset, a deeper understanding of business objectives, and an ability to design solutions that are simple, productive, and compelling.

Emeritus Career Services

Career Services image
  • Emeritus alumni work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart, JSW, Wipro, Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst others

Please note:

  • This service is available only for Indian residents enrolled into select Emeritus programmes.
  • IIM Kozhikode or Emeritus do NOT promise or guarantee a job or progression in your current job. Career Services is only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered by Emeritus. IIM Kozhikode is NOT involved in any way and makes no commitments regarding the Career Services mentioned here.

The programme includes live sessions with IIM Kozhikode faculty.

Why Design Thinking and Innovation?

  • 90%

    The amount of global companies which expect to increase their investments and resources significantly in design-thinking-related activities, three times the level of their less digitally advanced counterparts:

    Source: Forbes Insight Survey, 2020

Who is this Programme for?

  • Mid to senior-level professionals who are looking for better and innovative methodologies to solve business or consumer-focused problems
  • Career professionals who are looking to understand design thinking and innovation and apply them as strategies in their business/industry

Programme Highlights

Video Lectures

15 Assignments*
and Quizzes


Peer Learning
and Feedback

Office Hours with
an Industry Expert

Certificate of Completion from one of India's top B-Schools

Note: The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.
*Assignments are graded either by industry practitioners who are available to support participants in their learning journey and/or by the Emeritus grading team.

The programme includes live sessions with IIM Kozhikode faculty.

Learning Outcomes

  • Explain the meaning and relevance of design thinking in business context
  • Use tools to gather consumer insights
  • Defend design thinking paradigms used for innovation in business
  • Describe the unique characteristics of service products and their implications in business and design
  • Use the concepts of journey maps and moments of truth in service design and improvement
  • Use design thinking concepts and methods in service design
  • Manage changes that occur due to the organisational implementation of new service designs
  • Use design thinking strategies for innovation and business success
  • Design innovative solutions using the design thinking framework
  • Use the design thinking process in different problem-solving contexts
  • Describe the drivers of customer satisfaction in services and the GAPS model
  • Describe the consumer behaviour models in service markets
  • Use the service design tool kit and techniques to create new/innovative services
  • Use the Go-to-Market and service recovery strategies in business contexts

Programme Modules

  • Origin and Purpose of Design and Innovation
  • Examples of Good and Bad Design/Innovation
  • Design Thinking and its Benefits
  • Applications of Design Thinking
  • The Fundamentals of Design Thinking
  • The Stanford Design Thinking Process
  • Design Thinking Process - The Unique Aspects
  • Key Features of the Design Thinking Process
  • Cognitive Models Applied in Design Thinking
  • Innovation and its Importance
  • Factors that Trigger Innovation
  • Opportunities for Innovation in Business
  • Types of Innovation
  • Reasons for Failure of Innovations
  • Design Thinking for Innovation in Physical Products
  • Design Thinking for Innovation in Digital Products
  • Design Thinking for Innovation in Services
  • Design Thinking for Innovation: Other Applications
  • Deterrents to Innovation
  • Choosing the Right Innovation Path
  • The Three Lenses of Innovation
  • Using the Three Lenses of Innovation: An Example
  • Products and its Levels
  • Finding Product Market Fit (PMF)
  • Pain Killers and Vitamins
  • Product Life Cycle & Innovation Intervention
  • Innovation as a Process
  • Innovative Ideas from Customers
  • Innovative Ideas from Supply Chain
  • Innovative Ideas from Employees
  • Innovative Ideas from Competition
  • Innovative Ideas from Academic Research and Technology
  • Opportunities for Innovation
  • Jeanne Liedtka’s Framework for Design Thinking
  • Tools Used in the Design Thinking Process
  • Visualisation in the Design Thinking Process
  • Understanding Customers’ Expectations
  • Needs, Wants and Desires
  • The Iceberg Model
  • Maslow’s Hierarchy of Needs
  • Types of Data Required to Gather Information Regarding Customers
  • Research Methods to Gather Customer Data
  • Consumer Personas and its Advantages
  • Creating a Title: Details in Consumer Personas
  • Creating Customer Journey Maps
  • Benefits of Customer Journey Mapping
  • Introduction to Jobs to be Done (JTBD)
  • Types of JTBD and Examples
  • Introduction to Value Chain Analysis
  • Levels of Activities in a Value Chain
  • Introduction to Mind Mapping
  • Creating a Mind Map
  • Introduction to Value Proposition Canvas
  • Value Proposition Canvas: Customer Profile Segment
  • Value Proposition Canvas: Value Proposition Segment
  • Advantages of the Value Proposition Canvas
  • Creating a Value Proposition Canvas: Example
  • Introduction to User Need Statement
  • Components in a User Need Statement
  • Creating a User Need Statement
  • Introduction to How Might We Statements
  • Framing a How Might We Statement: Phases
  • Examples of How Might We Statements
  • Introduction to Problem-Framing Canvas
  • Problem-Framing Canvas: The Customer Pain Segment
  • Problem-Framing Canvas: The Business Goals Segment
  • Problem-Framing Canvas: The Ideas and Opportunities Segment
  • Preparing for Idea Generation
  • Creative Thinking
  • Critical Thinking
  • Creative Confidence
  • Introduction to Brainstorming
  • Examples of Brainstorming Scenarios
  • Brainstorming: Principles and Process
  • Methods of Brainstorming
  • Reverse Brainstorming
  • The Innovation Idea Funnel
  • Parts of the Innovation Idea Funnel
  • Introduction to Concept Development
  • The Concept Development Process
  • Tools Used in Concept Development
  • An Introduction to Product Concept
  • Anatomy of a Product Concept
  • Mapping a Product Concept
  • Product Concept Statements
  • Introduction to Product Concept Ideation
  • Tools for Product Concept Ideation: Storyboard
  • Tools for Product Concept Ideation: Sketches and Wireframes
  • Tools for Product Concept Ideation: System Map
  • The Back of Napkin Pitch
  • Introduction to Assumption Testing
  • Testing Assumptions
  • Kano Model: An Introduction
  • Kano Model: Characteristics
  • Kano Model: Analysis and Checking for Assumptions
  • Introduction to Value / Ease Matrix
  • Value / Ease Matrix: Process
  • Introduction to Rapid Prototyping
  • Forms of Rapid Prototyping
  • The Rapid Prototyping Process
  • Advantages and Disadvantages of Rapid Prototyping
  • Preparing for Feedback
  • Introduction to Minimum Viable Product
  • Launching a Minimum Viable Product: Process
  • Customer Co-Creation: Introduction
  • Customer Co-Creation: Process
  • Learning Launches: Introduction
  • Learning Launches: Essentials
  • Learning Guide and Beyond
  • Getting Started on the Design Thinking Journey
  • Business Model Canvas
  • Modules of the Business Model Canvas
  • Benefits of Using a Business Model Canvas
  • Developing a Business Model Using the Canvas
  • Positioning and Differentiation
  • Product Differentiation
  • Positioning
  • Positioning Statement
  • Go-to-market Strategy
  • Adoption of Innovation
  • Innovation Adopters
  • Understanding service products in new economies
  • Nature of service businesses and its importance
  • Characteristics of services
  • Point of differences between goods and services that has implications for businesses and design
  • Customer satisfaction and determinants of service quality
  • GAPS model of service quality
  • Concept of service mix and 7Ps framework
  • Understanding service encounters
  • Moments of truth
  • Designing memorable service experiences
  • Consumer behaviour related to services
  • The three-stage model of consumer behaviour applied to services
  • Post-purchase evaluation: Modelling consumer satisfaction with services
  • Environmental perspectives on the service encounter
  • Perceived control, script & role theories
  • Trade-off between marketing effectiveness and operations efficiency
  • Full-service models versus restricted service models
  • Isolating the technical core and minimising the servuction system
  • Production-lining services
  • Increasing customer participation
  • Managing supply and demand, yield management
  • Flowcharting as a basic tool for understanding & managing service processes - two basic strategies: Complexity and divergence of service operations
  • Design thinking applied to services: A case study
  • Design thinking process in services: An illustration
  • Service design as a mind set and a management approach
  • Principles of service design
  • Deep dive to understand customers
  • Customer use contexts and service experiences
  • Stakeholder Maps
  • Empathy Maps
  • Value Networks
  • Service Ecosystem Maps
  • Journey maps in service design
  • Defining service deliverables
  • Imagination in service design
  • Methods of creative imagination
  • Divergent and convergence in service design thinking and doing
  • Ideation methods
  • Decision making among choices
  • Qualitative research methods in service design
  • Research designs
  • Data collection methods and analysis
  • Methods of data interpretation and visualisation
  • Synthesis of ideas from qualitative research
  • Ethnography
  • Participant observation Methods
  • Service Prototyping
  • Visualisation of service ideas
  • Prototyping methods
  • Testing of prototypes with customers
  • From prototyping to production
  • Implementation of service design ideas
  • Managing service design projects
  • Facilitation of service design workshops
  • Managing organisational transition
  • Service design and change management
  • Marketing of new services
  • Cases of service failure
  • Service recovery strategies

- Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the total programme hours.

Programme Directors


Mentor Professor,

Former Dean (Academic Affairs & Development)

Indian Institute of Management Kozhikode

Read More

Prof. Anandakuttan B Unnithan obtained his PhD inMarketing from Cochin University of Science and Technology, Kochi, Kerala. He has extensive experience of two decades as a business educator, researcher and administrator. Currently, he is a Professor of Marketing Management and Dean (Academic Affairs and Development) at the Indian Institute of Management Kozhikode. ... Read More His research interests include consumer behaviour, services marketing, and advertising. His publications have appeared in leading journals in marketing, advertising, and other business disciplines. He has consulted with major corporations and government agencies. He is actively engaged in executive education and management development programmes.Read Less


Assistant Professor, Marketing

Indian Institute of Management Kozhikode

Read More

Deepak S Kumar completed his graduation in Architectural Engineering from the National Institute of Technology Calicut (NITC) and his Fellow (Ph.D.) from the Indian Institute of Management Kozhikode. He has a total of 10 years of work experience in the industry and academia. He teaches courses like Marketing Management, Services Marketing, Experiential Marketing, Innovation and Design Thinking, Integrated Marketing Communications for the Post-graduate program. ... Read More His current research interests include visual aesthetics, image analytics, services capes, technology adoption, and e-atmospherics. His has published in many reputed international journals, including Journal of Business Research, Journal of Services Marketing, Journal of Retailing and Consumer Services, Journal of Brand Management, Journal of Vacation Marketing, The Marketing Review, Journal of Hospitality and Tourism Technology, IIM Kozhikode Society & Management Review, AMA Summer / Winter Conference proceedings.Read Less


Professor, Marketing Management

Indian Institute of Management Kozhikode

Read More

Prof. M. Geetha is a Professor in Marketing Management area at Indian Institute of Management Kozhikode. She obtained her PhD in Marketing from Indian Institute of Technology Madras. Her research and teaching interests include Consumer Behavior, Retailing and Branding. ... Read More She has published in major international journals like European Journal of Marketing, Journal of Retailing and Consumer Services, Tourism Management etc.Read Less

Programme Certificate

IIMK will award a certificate of successful completion to participants who complete the programme successfully with 70% of score in evaluation.

A participant with less than 70% of score in overall evaluation will not be awarded any certificate.

Sample Certificate

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Kozhikode.

Early applications encouraged. Limited seats are available.

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The Learning Experience 

What is it like to learn with the learning collaborator, Emeritus? 

More than 300,000 professionals globally, across 200 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded. All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes, the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner during the course period the cost of which is already included in the overall Course fee of the course.

A dedicated program support team is available 7 days a week to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.

In collaboration with Emeritus

Erulearning Solutions Private Limited (a company incorporated in India) is a subsidiary of Eruditus Learning Solutions Pte Ltd (a company incorporated in Singapore), and operates under the brand name of 'Eruditus' and 'Emeritus'.