Integrating Courses in Marketing Research and Engineering Design: An Instructional Technique for Enhancing the Product Development Process
- 1 August 1992
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 14 (2) , 10-19
- https://doi.org/10.1177/027347539201400203
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.Keywords
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