Marketing

The marketing section focuses on the fuzzy front end and the muddy back-end of the new product development (NPD) process. Relevant issues in the fuzzy front end are market, customer, trend, and competitor analyses. At this stage, the company also has to decide which market segments to target with what kind of product concepts. In the muddy back-end of the NPD process, new products will be launched in the market-place. At this stage, commercialization and communication strategies are important and new products need to be positioned in such a way that customers understand and appreciate the benefits that will be delivered by the new product. The ultimate aim of this market oriented NPD process is the market acceptance of the new product.

Teaching

For the IDE-Bachelor program the marketing section contributes to one course:

• Market & Consumer (ID3141)

For the Strategic Product Design (SPD) master program the marketing section is responsible for four compulsory courses:

• New Product Commercialization (ID4315)
• New Product Economics (ID4330)
• Customer research in New Product Development (ID 4320)
• SPD Research Project (ID 4355)

The marketing section is also responsible for four elective courses:

• MarkStrat (ID5121)
• Business Marketing for Engineers (ID5131)
• E-business Design (ID5111)
• Literature Research and Information Retrieval (ID5171)

Beside these courses, staff members of the marketing section are participating in the elective course Advertising (ID 5651) and in design teaching in both the bachelor as well as the master program. They are also active in supervising graduation projects.

Research

The research focuses on the NPD-marketing interface, with topics such as:

Marketing:

• Market-oriented development of high-tech intelligent products
• Accelerating NPD processes
• Launching new products for success
• Co-branding in new product development
• Supplier involvement in NPD

Market Research:

• Consumer skepticism toward new products
• Product attachment
• Product appearance and consumer choice

Staff

Marketing:

Prof. Dr. Erik Jan Hultink, Dr. Dirk Snelders, Prof. Mr. Dr. Ir. Sicco Santema, Dr. Ir. Sylvia Mooy, Drs. Erik Veldhuizen, Ir. Lisanne Bouten, and Jarmila Kopecka (B.Sc).

Market Research:

Prof. Dr. Jan Schoormans, Dr. Mariëlle Creusen, Dr. Kaj Morel, Ir. Ruth Mugge, Agnes Tan (PEL research lab).