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