Instructor Video Library

The following videos were developed so that instructors may better understand the theories, the Marketing Engineering for Excel software, and teaching these concepts in the classroom.

Introduction to Marketing Engineering

An introduction to Principles of Marketing Engineering textbook and Marketing Engineering for Excel software.

Presenter

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

What this Webinar Covers

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

First Time Teaching

Important tips for instructors teaching Marketing Engineering for the first time.

Presenter

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

What this Webinar Covers

We are pleased that you are adopting Marketing Engineering for Excel as part of your curriculum and want to ensure your teaching experience in the upcoming term is successful. Based on years of experience, Dr. De Bruyn will outline several approaches you may want to consider to enhance the learning experience.

Topics will include:

  • Determining appropriate cases for your students experience level
  • Using "building blocks" in the analytic modeling process
  • Ways to teach modeling concepts with real-time interactions
  • Structured approach to handling cases in class
  • Are "student projects" practical for your students?
  • Resources available to instructors

Advanced Tips

Advanced tips and techniques for instructors teaching Marketing Engineering. These videos are aimed at instructors that are already familiar with Marketing Engineering and would like to learn more advanced teaching methods and ways to engage the students.

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Analytical Model Videos

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