Abstract
On the one hand, engineering marketing is a new and groundbreaking paradigm in marketing evolution in national practice, which helps to integrate design and engineering competencies with market mindset. On the other hand, the study course “Engineering Marketing” is intended for development of a new knowledge type, new cross-disciplinary style as a symbiosis of scientific thought and market ideology providing a way to create a market-minded generation of engineers capable of developing technology entrepreneurship taking into account scientific and technological progress. The concept of engineering marketing toolkit is developed by the authors in the form of engineering marketing mix formula (EMM = f (nP)) considering its evolutionary changes and engineering marketing business model is presented including corresponding impact effects of engineering solutions on the target market using the psycho heuristic programming method. In the digital economy such a tool in the engineering marketing mix as processing acquires particular importance assuming the use of information technologies and systems, including engineering software, at all stages of engineering activity. Furthermore, it is easier to transform the existing infrastructure of an industrial enterprise into digital one with the help of special IoT platform using the relevant engineering software.
Highlights
One of the main areas of the research conducted by the authors, contributing to innovative activity, competitiveness and increased productivity, is the development of engineering marketing mechanism designed to significantly increase the efficiency of marketing in engineering activity.Engineering marketing, according to the authors, is a new paradigm in marketing evolution which determines the corresponding requirements for engineering personnel
In the context of digital economy formation, the task of efficient management of scientific and technical innovations at manufacturing ventures can be solved by building mechanisms for innovative development of science and technology
Scientific and technological progress determined by the efficiency of innovations, which is directly dependent on their effective management, is acquiring qualitatively new features: firstly, the scope of the use has changed rapidly; secondly, the fundamental restructuring of industrial production, organization and management of production processes takes place; thirdly, the computer revolution, changing the nature of technology-based business, made it possible to operate machines and manage production processes with the use of computers and other electronic devices; fourthly, a lot of new engineering software and various kinds of software platforms have recently appeared
Summary
One of the main areas of the research conducted by the authors, contributing to innovative activity, competitiveness and increased productivity, is the development of engineering marketing mechanism designed to significantly increase the efficiency of marketing in engineering activity.Engineering marketing, according to the authors, is a new paradigm in marketing evolution which determines the corresponding requirements for engineering personnel. An engineer should be a generator of progress, since it is engineer who, first and foremost, has the ability to integrate the enterprise’s potential and market needs through technical solutions providing the prospect for stakeholders to participate in development and adaptation of goods and services. The focus will be on artificial intelligence, teaching machines, smart production, related equipment and products, as well as on the creation of the powerful, human-centred market state
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