Segmentation Webinars - Part 2

Presenter

Professor Gary L. Lilien
Distinguished Research Professor of Management Science at Penn State University

Format

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

What these Webinars Will Cover

Modern marketing programs are built around the concepts of segmentation and targeting, i.e.. the allocation of business resources in concert with segmentation. Ted Levitt went so far as to say that "If you are not thinking segmentation, you are not thinking," at least in a business sense.

Part 2 of this series will show how to use Marketing Engineering for Excel (ME>XL ) software to teach a six step segmentation process where students will clearly see the power of market segmentation. 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 segmentation and targeting analytic module into 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.