|Topic 5 Marketing
(detailed objectives) (available resources)
Goal: Students learn how marketing and engineering relate in new product development.
[standards: NM-COMM.PK-12.1, NM-COMM.PK-12.2, NA-VA.5-12.1, NL-ENG.k-12.8]
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There are too many aspects of Marketing to give a good review in this single week. The intent is to show the intertwinement between engineering and marketing efforts in industry. This simple introduction to the basic marketing principles will equip students enough to create and present a simple marketing program.
Marketing involves all the actions taken to foster the relationship between producer and consumer. Laymen might think that marketing picks up the product life cycle where engineering leaves off. This is not the case. Part of the marketing responsibilities include directing the product development team towards products that fit the known (or suspected) market need. On the flip side, even when the product has been "turned over" to the marketing team, engineers will continue to be involved in production, servicing, and revision of the product. Great engineers and great marketers realize that their two roles are truly intertwined. Those skilled in marketing may find careers as PR managers, graphic art directors, company buyers, copywriters, or related consultants and researchers.
The body of knowledge in the area of marketing is extensive and much is available online. We'll make no effort to capture the nuances of the marketing profession, but instead will only engage the fundamental principles:
As with the previous introduction to new product development, this topic ends with students presenting their project plan and results of their "design process" for a mini-project. Marketers in industry are responsible for making presentations in a variety of situations. The basics of written and oral communication are not covered in this curriculum. It is presumed those topic have or will be covered in the students' liberal arts classes. However, it might be helpful to review the basics. Fundamentally, communicating any idea requires that the presenter clearly identifies the relevant topic, research and gather information, then organize and reduce the information to best communicate the topic to the known audience. Good presentations will always have an introduction portion, main content, and summary or conclusions. Students may benefit from discussing examples of effective visual aids including:
Give the students an overview of the marketing process an then have them individually research various marketing related topics that they can relate to. Lead the class discussion to relate what they learned to the foundational principles of marketing. Have the students work in small groups to address a simple marketing challenge. Students will create and document a detailed marketing plan. After documenting their progress at each step, they will present their overall plan to the class.
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