The Widget design task is an in-class, experiential exercise that affords students the opportunity to develop interpersonal skills in group negotiation. Students engage in new product design in committees of two dyads where one dyad represents Consumer Research and the other represents Strategic Management. Task information creates different…

Engaging students in meaningful applications of their knowledge is a key aspect of both addressing the standards and providing greater access. Not only do the standards emphasize the importance of meaningful engagement in real-world tasks, but evidence shows that engagement is strongly related to student performance on assessment tasks, especially…

Thanks in part to groundbreaking work by companies such as Apple and IDEO, there has been growing interest in design as a way to improve the odds of new product success. This paper describes a user-centered design workshop developed for a new product marketing course. The workshop included exercises designed to explain and illustrate the…