The role of “Engineering Marketing” study course in raising the prestige of market-minded engineers in the context of digital economy

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.