The Marketing Engineering Solution - A Webinar for New Instructor

Presenter

Assoc. Professor Arnaud De Bruyn
Associate Professor of Marketing at ESSEC Business School

The Marketing Education Challenge

Marketing curricula are skewed toward conceptual marketing because:

• Many/most instructors are uncomfortable with marketing analytics
• Many/most students have some form of numerical/analytic anxiety
• Materials to ease instructor comfort and calm student anxiety have not been available

The Marketing Engineering Solution

The solution must address the challenges above. During this workshop we will illustrate how a new text, Principles of Marketing Engineering (2007, Lilien, Rangaswamy and De Bruyn) and new software, Marketing Engineering for Excel (ME>XL) helps meet this challenge.

During this webinar Professor De Bruyn will

• Demonstrate the need for Marketing Engineering as a critical component in contemporary marketing education
• Outline the structure and the coverage of Principles of Marketing Engineering
• Demonstrate ME>XL using cases available with the software
• Outline where this material can make a real pedagogic difference in courses such as: Marketing Strategy, Marketing Communications, Product Policy, New Product Management, Marketing Research and others

Who Should Attend

• This session will be tailored to first-time instructors who are preparing to deliver a marketing analytics 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 programs