Marcus Collins: Marketing Materials Science and Engineering

SummaryIn this conversation, Steve, Tim and Marcus discuss the challenges of attracting students to material science and engineering (MSE) programs. They explore the concept of jobs to be done, which includes the functional, emotional, and social aspects of a product or service. Marcus suggests that MSE programs should focus on the emotional and social jobs that potential students want to fulfill, such as their interests in fashion, sneakers, and tangible experiences. They also discuss the importance of conducting netnography to understand the cultural context and language of potential students. By engaging with influencers and communities in relevant subcultures, MSE programs can better communicate their value and attract students. In this conversation, Marcus Collins discusses how to analyze Reddit subcultures and apply those insights to marketing strategies. He explains the process of observing and translating conversations in subreddits to identify common themes and insights. Collins also emphasizes the importance of understanding the language, behaviors, and cultural production of a subculture to effectively engage with them. The conversation then shifts to the topic of education and how instructors can approach teaching from a psychological and cognitive science perspective. Collins suggests creating a classroom environment that allows students to bring their full identities and interests into the learning process. The conversation concludes with a discussion on bridging the gap between art and engineering and the potential for interdisciplinary courses that combine marketing and material science.TakeawaysMSE programs should focus on fulfilling the emotional and social jobs that potential students want to achieve.Understanding the cultural context and language of potential students is crucial for effective communication.Engaging with influencers and communities in relevant subcultures can help MSE programs attract students.Netnography, or online ethnography, can provide valuable insights into the interests and preferences of potential students. Analyzing Reddit subcultures can provide valuable insights for marketing strategies.Observing and translating conversations in subreddits can help identify common themes and insights.Understanding the language, behaviors, and cultural production of a subculture is crucial for effective engagement.Creating a classroom environment that allows students to bring their full identities and interests can enhance the learning experience.Bridging the gap between art and engineering can lead to innovative and interdisciplinary approaches in education.Links:You can find the YouTube video here:https://youtu.be/axan8p8sHFE?si=ZDwzpjH2NVdQYNhqYou can buy Marcus's book:  "For the Culture"Here:  https://www.amazon.com/Culture-Power-Behind-What-Want/dp/1541700961?source=ps-sl-shoppingads-lpcontext&ref_=fplfs&psc=1&smid=ATVPDKIKX0DERYou can learn more about Marcus here:https://michiganross.umich.edu/faculty-research/faculty/marcus-collinsand here:https://www.marctothec.com/You can find out more about the North American Materials Education Symposium this coming summer in Ann Arbor here:https://java.engin.umich.edu/NAMES24/This episode is sponsored by the University of Michigan Materials Science and Engineering department (https://mse.engin.umich.edu).