Integrating Courses in Marketing Research and Engineering Design: An Instructional Technique for Enhancing the Product Development Process

Abstract

The integration of undergraduate marketing research and engineering design courses is discussed, and the nature of and need for such integration is established as vital to new product development. Individual courses in marketing research and engineering are described, and the objectives of integrating the courses and plans for implementation are presented. Critical issues for success are revealed.

Implementing an Interdisciplinary Marketing/Engineering Course Project: Project Format, Preliminary Evaluation, and Critical Factor Review

“…Therefore, it is critical for marketing and engineering to interact within a company during the product development process to share needed information crucial to decision making (Cooper 1984;Gupta, Raj, andWilemon 1985, 1986;Souder 1981). Lunsford and Henshaw (1992) suggest that if students from both marketing and engineering areas were able to work together during their college careers, the experience would translate into better management practices once these same individuals were working in industry. As elementary as it may sound, forming an effective interdisciplinary team can be difficult.…”

“…However, there are also similarities that students (and later, employees) may not appreciate until they gain exposure to the other discipline, such as the general problem-solving approach of the two disciplines. Lunsford and Henshaw (1992) recommend integrating a marketing research course and a course in mechanical engineering design. They describe both a "close-to ideal" integration plan and then, given the constraints of curriculum and courses, a "realistic" plan along with a discussion of critical issues for success.…”

“…A more detailed description of the bio-resource engineering capstone course follows, as most readers may be less familiar with this discipline. Specifically, the engineering capstone course is reviewed and compared to the course suggested by Lunsford and Henshaw (1992), who recommend a mechanical engineering design course in their study. The major differences between the two are noted.…”

“…This process may take up to a month after the course has commenced. The mechanical engineering students used in Lunsford and Henshaw's (1992) work, on the other hand, were able to choose from already established project opportunities and submit preferences for the project assignments.…”

“…The formal presentations are made to the entire bio-resource engineering faculty and must be completed to the satisfaction of the project faculty advisor. The mechanical engineering course as described by Lunsford and Henshaw (1992) is taught over one semester with groups of students working toward the design plan for a project. The process involves five oral presentations over the course of that semester with a final written report turned in at the end.…”