Marketing's "Nemesis" Demystified: Facilitating the Marketing-Engineering Interface Through Student Work teams

Abstract

One key experience found in the "real world" but not easily replicated in the undergraduate classroom is that of working in a cross-functional work team—a skill favored in the contemporary work environment. This study presents a discussion of experiences from involving undergraduate sections enrolled in the capstone course for marketing majors on a sponsored team competition for engineering students. This experience allows for actual cross-functional interactions between the two student groups. Metrics indicating the success of the experience and suggestions for educators to engage their students in this type of experience are provided.