Positioning Webinars - Part 1

Presenter

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

Format

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

What these Webinars Will Cover

Product positioning is an essential element in any marketing program. Insight into customer perceptions allow marketers to position products for maximum market penetration. By understanding how customers value product attributes, marketers can focus marketing programs uniquely for each segment within a market.

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

Who Should Attend

• First-time instructors who are preparing to deliver a marketing analytics course
• Instructors seeking a product positioning 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