Positioning Webinars - Part 2

Presenter

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

Format

Each webinar will be 45 minutes in length. The second webinar will focus on the implementation of positioning using ME>XL....the how of this process.

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 2 of this series will show how to use Marketing Engineering for Excel (ME>XL ) software to create perceptual maps and how to predict potential market share based on product positioning. 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 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

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