This course equips engineers with the missing link in innovation — the ability to design not only for feasibility, but also for the market. It bridges classroom learning with startup and industry success.
This course integrates engineering design with marketing strategy to help engineers create market-ready innovations. Unlike conventional marketing, which begins after product development, Marketing Engineering teaches how to embed customer needs, pricing, branding, and go-to-market strategies into the design process from the start. Learners will explore frameworks such as QFD, conjoint analysis, and prototyping while analyzing case studies of global and Indian innovators. The course will be useful for engineers, entrepreneurs, and product managers who aim to bridge technical feasibility with customer desirability.
Course Highlights:
Gives engineering students managerial exposure and bridges the gap between B.Tech and MBA/entrepreneurship.
Prepares engineers for roles in product management, sales engineering, and innovation teams.
Closely aligns with NEP 2020 and fills a unique interdisciplinary gap.
Uses analytical tools like QFD, conjoint analysis, prototyping, making it interdisciplinary and practice-driven.
| Course Status : | Upcoming |
| Course Type : | |
| Language for course content : | English |
| Duration : | 8 weeks |
| Category : |
|
| Credit Points : | 3 |
| Level : | Undergraduate/Postgraduate |
| Start Date : | 26 Jan 2026 |
| End Date : | 30 Apr 2026 |
| Enrollment Ends : | 28 Feb 2026 |
| Exam Date : | |
| Translation Languages : | English |
| NCrF Level : | 4.5 — 8.0 |
| Industry Details : | Education and Training |
|
swayam@nitttrc.edu.in, swayam@nitttrc.ac.in
Course Objectives:
Understand marketing engineering fundamentals and their role in product innovation.
Analyze customer needs and translate them into engineering specifications.
Apply QFD, conjoint analysis, and prototyping to validate market fit.
Evaluate pricing, branding, and go-to-market strategies for engineered products.
Create an integrated product–market plan for a technology-driven solution.
Course Layout:
Week 1: Understanding Marketing through an Engineering Lens
Week 2: Customers, Segmentation, and Market Behavior
Week 3: Value Creation and Product–Market Fit
Week 4: Market Research and Conjoint Analysis
Week 5: Quality Function Deployment and Cost Engineering
Week 6: Pricing and Revenue Optimization
Week 7: Distribution and Go-to-Market Strategy
Week 8: Product Lifecycle and Market Evolution
Week 9: Strategic Marketing Integration
Week 10: Sustainability and Resilient Design
Week 11: AI, IoT, and Data-Driven Marketing Engineering
Week 12: Future of Marketing Engineering – Synthesis and ReflectionLilien, G. L., Rangaswamy, A., & De Bruyn, A. (2013). Principles of marketing engineering. DecisionPro.
Lilien, G. L., Rangaswamy, A., & De Bruyn, A. (2017). Principles of marketing engineering and analytics. DecisionPro.
Lilien, G. L., & Rangaswamy, A. (2004). Marketing engineering: computer-assisted marketing analysis and planning. DecisionPro.
Dr. Nithya M is an Assistant Professor and Head of the Department of Management Studies at NIT Calicut. With a Ph.D. in Marketing from Anna University, her expertise lies in product policy, brand management, and consumer behavior. She has over a decade of teaching experience, offering core and elective courses, including Business Research Methods and Marketing Management.
Dr. Nithya M's research is extensively published in reputed journals, with a focus on brand extension, brand activism, consumer ethicality, inclusive marketing and sustainable branding. She actively leads projects such as the ICSSR-funded study on Atal Community Innovation Centers and collaborative Indo-Japan research on green recovery.
DOWNLOAD APP
FOLLOW US