Marketers and designers are likely to work together on innovation teams as they both have customer satisfaction as their end goals. Collaboration between these disciplines in innovation teams is often impaired due to the different thought-worlds that drive decision making: intuitive versus rational. To facilitate collaboration between design and marketing it is valuable to teach marketers about designers’ ways of thinking. Approaches to teaching design thinking to marketing students often focus on students becoming more creative, intuitive, and innovative themselves. However, the integration of the two disciplines does not require that marketers become designers, and vice versa, as both bring unique skills necessary for successful innovation. An educational framework is presented that aims to teach marketing students an understanding of the thought-world of design thinking rather than to become design thinkers themselves. The focus is on recognizing how the others’ approach to the same goals are complementary to their own approaches instead of being different or “wrong.” This framework is unique in aligning design thinking phases with critical thinking phases—marketing students’ dominant thinking style—through specifically chosen aictivities to scaffold the understanding of an intuitive, divergent, and creative thinking approach to the development of innovative marketing ideas.

营销人员和设计师很可能在创新团队中合作，因为他们都将客户满意度作为他们的最终目标。由于驱动决策的不同思维世界：直觉与理性，创新团队中这些学科之间的协作经常受到损害。为了促进设计和营销之间的合作，向营销人员传授设计师的思维方式是很有价值的。向市场营销专业的学生教授设计思维的方法通常侧重于让学生自己变得更有创造力、直觉力和创新力。然而，这两个学科的整合并不要求营销人员成为设计师，反之亦然，因为两者都带来了成功创新所必需的独特技能。提出了一个教育框架，旨在向市场营销学生传授理解设计思维的思想世界，而不是自己成为设计思想家。重点是认识到其他人实现相同目标的方法如何与他们自己的方法互补，而不是不同或“错误”。该框架在通过专门选择的活动将设计思维阶段与批判性思维阶段（营销学生的主导思维方式）保持一致方面是独一无二的，以支持对直觉、发散和创造性思维方法的理解，以开发创新营销理念。