Marketing Engineering webinars are web-based presentations
conducted by Professors Lilien and Rangaswamy to introduce
and reinforce Marketing Engineering concepts. The webinars
are designed to introduce new users to the benefits
of using analytical marketing as well as assist instructors
interested in teaching or already teaching Marketing
Engineering. This page contains an archive of previously
held webinars.
| Title |
Presenter |
Length |
Link* |
| * To download webinar to your computer, right click
on "View" link and select "Save Target
As..." |
Getting Started with MEXL (2/14/07)
In this free webinar, Dr. Lilien introduced the Marketing Engineering for Excel software and gave a demonstration of the GE Portfolio Matrix model. |
Dr. Gary Lilien |
12 min. |
View (1.4MB) |
MEXL: A Next Practice Toolset for B-to-B Marketers (2/14/07)
In this free webinar, Dr. Lilien gave an overview of the Marketing Engineering for Excel software, the templates and tools available, and two examples of software use (Segment/Market Prioritization and Positioning). |
Dr. Gary Lilien |
35 min. |
View (3.3MB) |
Marketing Engineering Update 2007 (3/30/07)
In this free webinar, Dr. Lilien introduced the newest Marketing Engineering offerings - Principles of Marketing Engineering text and Marketing Engineering for Excel software - and how it would affect current adopters. |
Dr. Gary Lilien |
56 min. |
View
(6.8MB) |
The Marketing Engineering Solution (4/18/07)
Dr. Lilien introduces the Marketing Engineering Solution as a new way to balance conceptual marketing and analytical marketing in the Marketing curriculum. This webinar was aimed at new adopters who are unfamiliar with Marketing Engineering. As there was not time to address all questions during this webinar, a separate Q&A sheet (PDF) was developed. |
Dr. Gary Lilien |
61 min. |
View
(7.6MB) |
| |
INSTRUCTOR WEBINAR SERIES 2009-2010 - This webinar series is targeted towards new and current instructors teaching with Marketing Engineering for Excel. Visit the webinar series page for more information and schedule.
* To download webinar to your computer, right click
on "View" link and select "Save Target
As..." |
Introduction/Overview to Marketing Engineering (8/26/09)
Dr. De Bruyn introduces the Marketing Engineering Solution as a new way to balance conceptual marketing and analytical marketing in the Marketing curriculum. This webinar was aimed at new adopters who are unfamiliar with Marketing Engineering. |
Dr. Arnaud De Bruyn |
45 min. |
View
(5.7MB) |
Portfolio Analysis with GE/McKinsey Matrix (9/16/09)
Dr. Lilien covers the basics behind teaching the GE Portfolio Analysis model with Marketing Engineering for Excel. |
Dr. Gary Lilien |
45 min. |
View (5.9MB) |
Segmentation - Part 1 - Theory (10/7/09)
Dr. Lilien discusses the theory of Segmentation. |
Dr. Gary Lilien |
45 min. |
View (6.2MB) |
Segmentation - Part 2 - Software Implementation (10/14/09)
Dr. Lilien demonstrates the use of the Segmentation Model of Marketing Engineering for Excel software. |
Dr. Gary Lilien |
45 min. |
View (7.6MB) |
Positioning - Part 1 - Theory (11/11/09)
Dr. De Bruyn discusses the theory of Positioning. |
Dr. Arnaud De Bruyn |
45 min. |
View (8.0MB) |
Positioning - Part 2 - Software Implementation (11/11/09)
Dr. De Bruyn discusses the basics behind creating a survey in Google Docs and using the responses with Marketing Engineering for Excel to create Positioning maps. |
Dr. Arnaud De Bruyn |
45 min. |
View (12.0MB) |
Advanced Tips and Techniques - Part 1 (1/27/10)
Dr. De Bruyn provides some advanced tips for teaching Marketing Engineering for Excel in the classroom. |
Dr. Arnaud De Bruyn |
45 min. |
View (7.4MB) |
Advanced Tips and Techniques - Part 2 (2/3/10)
Dr. De Bruyn provides some advanced tips for teaching Marketing Engineering for Excel in the classroom. |
Dr. Arnaud De Bruyn |
45 min. |
View (7.0MB) |
Bass Forecasting (2/17/10)
Dr. Rangaswamy discusses Bass Forecasting theory and software implementation using Marketing Engineering for Excel. |
Dr. Arvind Rangaswamy |
55 min. |
Recording not available |
Customer Choice Analysis - Part 1 - Theory (3/17/10)
Dr. Rangaswamy discusses the theory of Customer Choice. |
Dr. Arvind Rangaswamy |
55 min. |
View (12.1MB) |
Customer Choice Analysis - Part 2 - Software Implementation (3/24/10)
Dr. Rangaswamy demonstrates the use of Customer Choice using Marketing Engineering for Excel software. |
Dr. Arvind Rangaswamy |
55 min. |
Instructor Login Required
|
New Instructor Webinar (3/31/10)
Dr. De Bruyn introduces the Marketing Engineering Solution as a new way to balance conceptual marketing and analytical marketing in the Marketing curriculum. This webinar was aimed at new adopters who are unfamiliar with Marketing Engineering. |
Dr. Arnaud De Bruyn |
45 min. |
View (10MB) |
Conjoint Analysis - Part 1 - Theory (4/14/10)
Dr. Rangaswamy discusses the theory of Conjoint Analysis. |
Dr. Arvind Rangaswamy |
45 min. |
View (11.8MB) |
Conjoint Analysis - Part 2 - Software Implementation (4/21/10)
Dr. Rangaswamy demonstrates the use of Conjoint Analysis using Marketing Engineering for Excel software. |
Dr. Arvind Rangaswamy |
45 min. |
Instructor Login Required
|
Resource Allocation - Part 1 - Theory (4/28/10)
Dr. Lilien discusses the theory of Resource Allocation. |
Dr. Gary Lilien |
45 min. |
|
Resource Allocation - Part 2 - Software Implementation (4/28/10)
Dr. Lilien demonstrates the use of Resource Allocation using Marketing Engineering for Excel software. |
Dr. Gary Lilien |
45 min. |
|
Customer Lifetime Value - Part 1 - Theory (5/12/10)
Dr. De Bruyn discusses the theory of Customer Lifetime Value. |
Dr. Arnaud De Bruyn |
45 min. |
View (9.6MB) |
| |
INSTRUCTOR WEBINAR SERIES 2008-2009 - This webinar series was targeted towards new and current instructors teaching with Marketing Engineering for Excel.
* To download webinar to your computer, right click
on "View" link and select "Save Target
As..." |
The Marketing Engineering Solution (8/13/08)
Dr. De Bruyn introduces the Marketing Engineering Solution as a new way to balance conceptual marketing and analytical marketing in the Marketing curriculum. This webinar was aimed at new adopters who are unfamiliar with Marketing Engineering. |
Dr. Arnaud De Bruyn |
61 min. |
View
(8.6MB) |
Portfolio Analysis with GE/McKinsey Matrix (9/23/08)
Dr. Lilien covers the basics behind teaching the GE Portfolio Analysis model with Marketing Engineering for Excel. |
Dr. Gary Lilien |
61 min. |
View
(8.2MB) |
Segmentation and Targeting with ME>XL (10/21/08)
Dr. Lilien covers the basics behind teaching the Segmentation and Targeting model with Marketing Engineering for Excel. |
Dr. Gary Lilien |
61 min. |
View
(9.3MB) |
The Marketing Engineering Solution (12/17/08)
Dr. De Bruyn introduces the Marketing Engineering Solution as a new way to balance conceptual marketing and analytical marketing in the Marketing curriculum. This webinar was aimed at new adopters who are unfamiliar with Marketing Engineering. |
Dr. Arnaud De Bruyn |
60 min. |
View
(7.8MB) |
Advanced Tips and Hints for Experienced Instructors (1/14/09)
Dr. De Bruyn covers advanced topics in ME>XL such as how to use the output of one model as input to another. This webinar was aimed at instructors who are already familiar with Marketing Engineering. |
Dr. Arnaud De Bruyn |
60 min. |
View
(9.0MB) |
Customer Choice with ME>XL (1/21/09)
Dr. Rangaswamy covers the basics of teaching Customer Choice with Marketing Engineering for Excel. |
Dr. Arvind Rangaswamy |
60 min. |
View
(9.8MB) |
Resource Allocation with ME>XL (2/10/09)
Dr. Lilien covers the basics of teaching Resource Allocation with Marketing Engineering for Excel. |
Dr. Gary Lilien |
57 min. |
View
(8.1MB) |
New Product Forecasting with the Bass Model with ME>XL (3/18/09)
Dr. Rangaswamy covers the basics of teaching the Bass Model with Marketing Engineering for Excel. |
Dr. Arvind Rangaswamy |
60 min. |
View
(6.9MB) |
Conjoint Analysis with ME>XL (4/22/09)
Dr. Rangaswamy covers the basics of teaching Conjoint Analysis with Marketing Engineering for Excel. |
Dr. Arvind Rangaswamy |
60 min. |
View
(9.2MB) |
| |
ISBM DECISION/INSIGHT WEBINAR SERIES - This webinar series is targeted toward the commercial market and how to introduce marketing analytics into the organization using Marketing Engineering for Excel. Visit the ISBM website for more information on the Institute for the Study of Business Markets.
* To download webinar to your computer, right click
on "View" link and select "Save Target
As..." |
Product Positioning in the B-to-B Marketplace
(11/2/06)
In this free webinar, Dr. Lilien introduced
the basic principles of using perceptual maps
for product positioning. |
Dr. Gary Lilien |
59 min. |
View (5.3MB) |
Segment Targeting and Prioritization for Greater Profit with MEXL (3/6/07)
In this free webinar, Dr. Lilien introduced the basic principles of ranking and prioritization using the GE/McKinsey approach. |
Dr. Gary Lilien |
63 min. |
View (6.3MB) |
B-to-B Segmentation for Greater ROI with Cluster Analysis MEXL (5/15/07)
In this free webinar, Dr. Lilien introduced the basic principles of segmentation and classification. |
Dr. Gary Lilien |
60 min. |
View (6.5MB) |
Product Design and Customer Segmentation with Conjoint Analysis MEXL (7/18/07)
In this free webinar, Dr. Rangaswamy introduced the principles of product design and customer segmentation using the Conjoint MEXL tool. |
Dr. Arvind Rangaswamy |
60 min. |
View (7.5MB) |
Market Resource Allocation with ReAllocator MEXL (9/12/07)
In this free webinar, Dr. Lilien reviewed the response model approach linking marketing spending decisions to market outcomes using the Resource Allocation MEXL tool. |
Dr. Gary Lilien |
60 min. |
View (5.8MB) |
New Technology Forecasting with Bass Model MEXL (11/14/07)
In this free webinar, Dr. Rangaswamy reviewed the Bass model approach for new technology forecasting with the MEXL tool.. |
Dr. Arvind Rangaswamy |
60 min. |
View (6.5MB) |
Measuring Customer Lifetime Value MEXL (3/13/08)
In this free webinar, Dr. De Bruyn reviewed the Customer Lifetime Value model approach with the MEXL tool. |
Dr. Arnaud De Bruyn |
60 min. |
View (6.0MB) |
* To download webinar to your computer, right click
on "View" link and select "Save Target
As..."
