The value of user centered design in product marketing: A simulated manufacturing company product offering market strategy

Abstract

The field of manufacturing is mainly concern with the creation of products for consumers who demand these items. At Indiana State University's Advance Manufacturing Management (AMM) Program, phases of the entire value chain are emphasized to students in a senior level undergraduate course structured as a simulated industrial manufacturing company (SIMCO). The course entails design, prototyping, manufacturing and finally marketing of a product. While the first three phases are easily emphasized the final phase, marketing, lacks a holistic strategy that embodies the previous activity. Marketing activities are therefore disjointed, in turn, affecting the potential revenue of the product. This research project originated as a demonstration and proof of concept- human-computer interaction and marketing strategies become equally valuable as the product in the later stages of the value chain, where ecommerce is integrated. The objective of this study is to determine the most effective marketing strategy for university-related products manufactured by students for ISU students, alumni and families. The uniqueness of the processes involved in the products manufactured and their target population affords a distinct comparative evaluation between two marketing strategies, where one promotes the product through emphasis on university pride/association and the other emphasizes general product characteristics. The analysis and results support the use of a customized marketing strategy with emphasis on ISU school spirit to increase customer information satisfaction and gain a competitive edge. © 2014 Springer International Publishing.