Mike Judge | Wisconsin School of Business | How to address a business challenge with Intuit

COURSE: MKT 765: Applied Learning Center for Brand and Product Management (CBPM)
DEPT: Marketing
SCID: Wisconsin School of Business

Learning Activity

The students were presented with a very real and current challenge that the company, Intuit, was facing then they participated in a process used internally at Intuit to develop different ideas for addressing the challenge.

The challenge was: What does Intuit have to do to get people who use a tax advisor to start using TurboTax?

Active Constructive Interactive
Doing something physically Producing outputs that contain ideas that go beyond the presented information Dialoguing substantively on the same topic
Students interviewed other designated students multiple times on their behaviors and attitudes related to tax preparation.

Students created proto-type apps, and continued to develop them based on their interviews.

Students produced new ideas for tax completion software and website design The class involved students questioning the instructor on the ideation process, reflecting on how they executed the process and what they learned from it.

Michael Judge

Center for Brand and Product Management | Wisconsin School of Business

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