Customer Choice Webinars - Part 2

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 second webinar will focus on the implementation of customer choice using ME>XL....the how of this process.

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 2 of this series will show how to use Marketing Engineering for Excel (ME>XL ) software to gain insight into customer behavior to allow marketers to make better decisions based on the choices individual customers make in the market. The ME>XL tool is an Excel add-in that students quickly learn and can take with them when they enter the marketing profession.

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

* Attendees unfamiliar with Marketing Engineering for Excel should view our introductory webinar - The Marketing Engineering Solution - before attending this webinar.