Abstract
The article deals with the introduction of a special discipline into the educational process of universities aimed at developing competencies in creating new products in the field of high technology and not only. The focus of the discipline is on the main issues that must be resolved even before making a decision on the production of a product: the search for potential consumers, the formation of a target market, the identification of consumer preferences and unmet needs.Mastering the necessary competencies to solve these issues opens the way to the right attitude to the issues of creative activity both in the field of high technology and in other areas.