Modern enterprises need to continually design and innovate their products and services in order to stay competitive in the globalized marketplace. This course aims to help students learn the fundamental knowledge and techniques useful for designing new products and services for modern enterprises. After an introduction to issues surrounding the challenges of product and service development, this course will provide students with the learning of methodologies in identifying opportunities and customer needs for developing new products and/or services. Students will also learn the basics of planning and managing product/service design projects. It will include creativity for concept generation, IP search and concept selection and concept testing for developing new products and/or services. The students will practice these techniques through a team project. The course covers both physical innovation and digital innovation.