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Presenter
Assoc. Professor Arnaud De Bruyn
Associate Professor of Marketing at ESSEC Business School
Format
Each webinar will be 45 minutes in length.
What this Webinar Will Cover
Our two companion products, the textbook Principles of Marketing Engineering and the software Marketing Engineering for Excel (ME>XL) offer a unique learning combination of concept and applied technique.
Principles provides the concepts of marketing analytics (blended with conceptual marketing) in a way that is accessible to all marketing instructors and to more advanced marketing undergrads and MBAs.
ME>XL provides widely used and impactful marketing analytics software, packaged in an easy-to use Excel format. That format makes both the purpose of the software and its operation transparent to first time users as well as to those with more experience.
These products have evolved through years of research and development, and have been used successfully in over 100 business schools internationally.
To introduce Principles and ME>XL, during this webinar, we 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
- Briefly demonstrate the Marketing Engineering software
- Outline where this new material can make a real pedagogic difference in courses such as : Marketing Strategy, Marketing Communications, Product Policy, New Product Management, Marketing Research and others
- Answer questions about possible testing and adoption
Who Should Attend
- First-time instructors who are preparing to deliver a marketing analytics course
- Instructors seeking a marketing analytics 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
