Bachelor of Engineering (Honours) in Product Innovation with Marketing

Aims and Characteristics

Product design and development have become increasingly complex in recent years, due to decreasing time to market, increasing customer expectations, and growing global competition. Today, product engineers carry out product design and development tasks that go beyond functional or engineering design to incorporate consideration of aesthetic and business issues, product life-cycle design, and technologies. Therefore, there is an urgent need for product development professionals who are sufficiently innovative, knowledgeable, and skillful to synergize product development with design, technology, and business aspects to develop novel products with immediate market appeal.

To fulfil this need, the BEng(Hons) in Product Innovation with Marketing programme has the following aims and learning outcomes:

• Provide integrated education and training for students on synergising product design, technology and business in new product development
• Develop students’ knowledge of business development, strategic product planning, product marketing and management and help them understand how to apply this knowledge to the development of successful new products
• Nurture graduates with excellent product design and development abilities who can interact with customers, industrial designers, production personnel, suppliers, and vendors; understand market situations and competition environments; and identify market needs and seize opportunities by developing new products that satisfy customer