Understanding Customer Needs - Sample Lecture (On-Demand)
Why do so many new products fail – even when the technology is right? The answer almost always comes back to the same thing: a disconnect between what companies build and what customers actually need.
In this on-demand sample lecture from the M.Sc. Management & Engineering in Technology, Innovation, Marketing & Entrepreneurship (MME TIME) program at RWTH Business School, you'll get a first-hand taste of the program's practice-oriented teaching approach. The lecture – titled "Understanding Customer Needs" – uses real-world examples to explore one of the most fundamental challenges in innovation and product development.
What you'll take away from this recording:
- Why so many new products miss the mark – and how to avoid the same pitfalls
- How to identify unmet and underserved customer needs with precision
- How customer insights can be translated into compelling value propositions and a sustainable competitive advantage
A genuine preview of the academic depth and real-world relevance that define the MME program at RWTH Business School.
Event Details
- Date: Jul 31, 2026
- Time:
- Location:Zoom Recording
Host
Prof. Dr. Daniel Wentzel
Head of Chair of Marketing RWTH Aachen UniversityUpcoming events
