|
Marketing Engineering Supplemental Videos
Quick Details
Key extracts from six Edelman prize videos are available.
Each of these videos was made during the annual competition,
sponsored by INFORMS (the Institute for Operations Research
and the Management Sciences), for the best worldwide
application of management science methods to business
problems. The contest involves more than $15,000 in
prizes but much more than that value in prestige for
the winner.
Any Edelman prize finalist has had his or her work carefully
reviewed by a panel of judges from the INFORMS College
on the Practice of Management Science (CPMS, which administers
the award), an independent verifier, and several outside
technical referees.
The videos are live and are part of a serious and heated
competition. The presentation tries to convince a panel
of judges that this work represents leading edge management
science methods that have provided verifiable economic
value to the organization.
There are typically 5–7 finalists each year, and
since the videotaping began in 1983, these six tapes
remain the only marketing applications that have made
it to the finals.
Fortunately, they represent good examples of a number
of the key ideas we develop in the text and software.
Videos Available
Videos are available in the following subject areas:
- Choice-based Segmentation - ABB
Electric Video
- ASSESSOR Model - Management
Decisions Systems, Inc. Video
- Revenue Management - American
Airlines Video
- New Product Design/Conjoint Analysis - Courtyard
by Marriott Video
- Marketing Strategy - AT&T
Video
- Sales Force Sizing and Allocation - SYNTEX
Laboratories Video
- Dynamic Multi-Level Marketing - Rhenania
Teaching tips
- Be sure to view the video yourself before showing
it to a class. It is important to let the class know
exactly how much material they are going to see and
what they are going to see beforehand—don’t
try to surprise them.
- Lower expectations. While the content is outstanding,
these videos vary in quality. Most are quite ragged,
both in terms of video quality and in terms of presentation.
That is because these are not studio shots with retakes
possible—this is live video incidental to the
competition. We should be happy to have these live
records. It is recommended that you download the videos
to a local hard drive before showing to the class.
This will prevent any issues that may occur while
streaming video over the internet.
- Stop and start. Do not show the videos in their
entirety. Stop the videos as you proceed and make
key teaching points during those stopping times. Also,
encourage the class to “interrupt the speaker.”
This is an advantage of the video—you can stop
the speaker and ask him or her (you, the instructor)
to elaborate or clarify anything that has been said.
Try to make the viewing an active event by stopping
frequently and asking questions.
- Wrap up. Be sure to ask the class what lessons they
learned after the video is over. Relate these lessons
to the class material/software and they will get a
deeper understanding of what is possible.
|
