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.

Get full access to this article

View all access options for this article.

References

Cooper, Robert G. (1984). "The Performance Impact of Product Innovation Strategies." European Journal of Marketing, 18 (5): 5-54.

Dunn, M. J. , and M. Harden Boyd (1975). "Interface of Marketing and R&D Personnel in the Product Innovation Stream." Journal of the Academy of Marketing Science, 3 (Winter): 20-33.

de los Santos, Gilberto , and Thomas D. Jensen (1985). "Client Sponsored Projects: Bridging the Gap between Theory and Practice." Journal of Marketing Education, 7 (Summer):45-50.

Gupta, Ashok K. , S. P. Raj , and David L. Wilemon (1985). "R&D and Marketing Dialogue in High-Tech Firms." Industrial Marketing Management, 14: 289-300.

Gupta, Ashok K. , S. P. Raj , and David L. Wilemon (1986). "A Model for Studying R&D-Marketing Interface in the Product Innovation Process." Journal of Marketing, 50 (April): 7-17.

Henshaw, John M. (1989). "A Framework and Tools for the Early Decisions in the Product Development Process". Ph.D. diss., University of Delaware.

Malhotra, Naresh K. , Armen Tashchian , and Arun K. Jain (1989). "The Project Method Approach: An Integrated Teaching Tool in Marketing Research." Journal of Marketing Education, 11 (Summer): 32-40.

Ruekert, Robert W. , and Orville C. Walker, Jr. (1987). "Marketing's Interaction with Other Functional Units: A Conceptual Framework and Empirical Evidence. Journal of Marketing, 51 (January): 1-19.

Souder, W. E. (1981). "Disharmony between R&D and Marketing." Industrial Marketing Management, 10 (February): 67-73.

10.

Takeuchi, Hirotaka , and Ikurijo Nonaka (1986). "The New New Product Development Game." Harvard Business Review, January-February: 137-138.

11.

Turnquist, Philip H. , Dennis W. Bialaszewski , and LeRoy Franklin (1991). "The Undergraduate Marketing Curriculum: A Descriptive Overview. Journal of Marketing Education, 13 (Spring): 40-46.

12.

Winner, Robert I., James P. Pennell Harold E. Bertrand, and M. M. G. Slusarczuk (1988). "The Role of Concurrent Engineering in Weapons System Acquisition." Institute for Defense Analysis IDA Report R-338.