Based on research of the product context, the Master develops a vision for/on an innovative product and/or service idea, he/she defines that idea and makes it concrete into an original and quality product solution taking into account form, use and technical aspects and the economic minimal requirements.The Master applies the integral design methodology, draws up coherent design and entrepreneurial plans, manages their execution and adjust when required. He/she justifies and defends his/her choices and decisions in function of the dynamic contexts and the feasibility of the product development and the marketing introduction processes.