Customer Choice Webinars - Part 1

Presenter

Professor Arvind Rangaswamy
Senior Associate Dean for Research and Faculty
Anchel Professor of Marketing
Penn State University

Format

Each webinar will be 45 minutes in length. The first part of the customer choice webinar will focus on the theory of customer choice....the what and why.

What these Webinars Will Cover

Understanding customer choice behavior is an essential step in marketing success. The customer choice model helps firms understand the extent to which factors such as the price of a brand or its ease of installation influence a customer's choice.

Part 1 of this series will focus on the importance of customer choice and what insights can be realized through customer choice.

Who Should Attend

• First-time instructors who are preparing to deliver a marketing analytics course
• Instructors seeking a customer choice module for an existing marketing basics or marketing strategy course
• Instructors of MBA or undergraduate marketing courses not currently using Marketing Engineering but who are interested in exploring how Marketing Engineering can best be integrated into their teaching program
• Current Marketing Engineering instructors who want to deepen their knowledge and share their experiences using this ME>XL set of templates and tools