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Instructor Newsletters

Syntex Video

Posted in Edelman Videos

Concept:

Sales Force Sizing and Allocation

Title:

Sales Force Sizing and Deployment Using a Decision Calculus Model - SYNTEX Laboratories

Video Length:

~37 minutes
Summary: A decision calculus model for sales force size and deployment was devised by Syntex managers, with a time horizon of three years. The model recommended large increases in sales force size, changes in sales force allocation of time to some products and market services and away from others. Model predictions proved to be more accurate than standard forecast and in financial terms resulted in a profit increases of $25 million and a 1000:1 benefit to cost ratio for the model development and implementation.

American Airlines Video

Posted in Edelman Videos

Concept:

Revenue Management

Title:

Yield Management at American Airlines - American Airlines Decision Technologies

Video Length:

~35 minutes
Summary: American Airlines Decision Technologies is actively involved in maximizing revenue from airlines flights, railroad runs, hotel rooms, rental car fleets and cruise ships. Yield management controls reservation availability through overbooking, class code control linked to pricing and traffic management. They maximize system revenue is maximized by considering traffic flow through centrally located hub airports. The application of the innovative yield or revenue management system has increased revenue at American Airlines by 5% for a bottom line increase of $1.4 billion over three years.

AT&T Long Lines Video

Posted in Edelman Videos

Concept:

Consumer-Based Marketing Models

Title:

Development, Testing, and Execution of a Marketing Strategy at AT&T Long Lines - AT&T

Video Length:

~35 minutes
Summary: AT&T developed a new marketing strategy for its residential long distance market place. The five year program of market segmentation, ad copy testing and a new ad campaign was tested in a large field experiment. The experiment showed that ad copy changed purchase behavior and that the AT&T should see an additional $100million by implementing the new ad campaign.

Marketing Engineering for Excel

Posted in Software

Marketing Engineering for Excel

mexlsoftwareOperating System Requirements: Microsoft Windows XP, Vista, 7, 8, 10 (see "Student Access" below for solution for Mac users)

Additional Software Requirements: Microsoft Excel XP, 2003, 2007, 2010, 2013

Intended Audience: Undergraduate or Graduate level business school students with minimal background or technical training.

Retail Price: $500.00 (12 month license), $1,500.00 (permanent license)

Academic Student Price: $45.00 (6 month license) / $60.00 (12 month license) / $90.00 (24 month license)

Universities may purchase volume licenses at an additional discount below Academic Student Pricing. See "Student Access" below for more details.

About the Software

The Marketing Engineering for Excel software package enables students to gain hands-on experience in applying the analytical marketing concepts discussed in the Principles of Marketing Engineering book. When used with our business cases, students apply the concepts learned in the books to real world situations by running analysis on case data and interpreting output to answer business specific questions.

  • Lilien and Rangaswamy relish marketing students with dirty fingernails, soiled by hands-on application of modern marketing methods. Their book and software open up a marketing toolkit so that students can learn information-based marketing the old-fashioned way: by building practical models.
    James D. Hess University of Illinois at Urbana-Champaign
  • 1

When taken beyond the classroom, our software package provides tools to help address most of the common marketing problems: Segmentation, Targeting and Positioning (STP); New Product Decisions; Sales Forecasting; Advertising and Communication Decisions; Salesforce and Channel Decisions; Pricing; and Sales Promotion Decisions.

The software is built as an Excel Add-In to simplify use while increasing flexibility.

    Simplified Use

    • Access software through familiar Excel interface
    • Tutorials and sample data sets to learn basic software operations
    • Built-in context-sensitive help
    • Automatic cell selection during analysis when using our templates

    Increased Flexibility

    • Instructors are not limited to our business cases and data sets
    • "Create a Template" option enables students to specify the features of the data set and have a table created with data entry indicators
    • Instructors may provide their own data or have students gather real world data to complete an analysis
  • 1
  • Marketing Engineering Models

    Marketing Engineering for Excel includes the following software models. Each model includes a tutorial to demonstrate software usage and at least one business case to demonstrate model usage in a real world scenario.

    Bass Forecasting
    The Bass diffusion model is used to forecast the sales of a new product or service that has no close competitors. Learn More...
    Conjoint
    The Conjoint Analysis model is a procedure for measuring, analyzing, and predicting customers' responses to new products and to new features of existing products. Learn More...
    Customer Choice
    The Customer Choice (Logit) model is an individual-level response model that helps to analyze and explain the choices individual customers make in the market. Learn More...
    Customer Lifetime Value
    Customer Lifetime Value (CLV) is a metric of a customer's value to the organization over the entire history of the relationship. Learn More...
    GE/McKinsey Portfolio Matrix
    The GE Portfolio approach evaluates a business on the basis of two composite dimensions: industry attractiveness and business strength. Learn More...
    Positioning / Perceptual Mapping
    Perceptual-mapping helps firms to understand how customers view their product(s) relative to competitive products. Learn More...
    Pricing
    The Pricing model. Learn More...
    Resource Allocation
    Resource Allocation helps optimize resource sizing and resource allocations across segments, products, channels, etc. Learn More...
    Segmentation and Targeting
    Segmentation is the process of classifying customers into homogenous groups (segments) such that each group of customers shares enough characteristics in common to make it viable for the firm to design specific offerings or products for selected segments. Learn More...

    Student Access to Software

    DecisionPro provides academic subscriptions to its software at an 85% discount from the regular professional license. If you would like to give your students hands-on experience with the Marketing Engineering for Excel software, visit the Get Software for Students page for more details.

    Instructor Resources

    The following instructor resources are available to assist instructors in learning Marketing Engineering for Excel software:

    1. Archived Webinars - DecisionPro has archived instructor webinars available to assist instructors in learning the Marketing Engineering concepts and software usage for most models.
    2. Business Case Solutions - DecisionPro has case solutions for the business cases that accompany the software. Some cases also include a video solution. 

    Instructor Evaluation Copy

    Instructors may download a complimentary copy of the Marketing Engineering for Excel software from the Get Instructor Software page.

    Download and Activate Evaluation

    Posted in Marketing Engineering for Excel

    Confirmed instructors on our website may obtain a complimentary evaluation copy of Marketing Engineering for Excel. This license is valid for one year (may be renewed each year) and is for evaluation and personal use only.
    {jugaaccess !Instructors}

    To receive a complimentary evaluation copy of the software, you must be a confirmed instructor on our website. If your instructor status has already been approved, please login and revisit this page to obtain the instructions to receive your software. If you have not yet registered as an instructor on our website, please do so on our Instructor Registration page.

    {/jugaaccess} {jugaaccess Instructors}

    This license is for the instructor's personal use only. Providing this license to students is strictly forbidden and doing so will forfeit your instructor access to our website.

    Download Software

    button-new-download

    Version 2 of Marketing Engineering for Excel is currently available for instructor preview before general availability on July 1. Please view the "What's New in v2" tab for important details about the differences between v1.x and v2. To activate version 2, please follow the instructions below for ME>XL v2.0 and later to obtain the appropriate software license.

    1. Download the latest release of software from the Instructor Download Section. The instructor download will also include all DecisionPro business cases and data sets.
    2. Install the software following the instructions provided in the Getting Started Guide.

    Activate Software

    (this process will be similar to the process your students will experience)

    Please be sure to select the correct version of software below to obtain the appropriate software license. The software license required by version 2 of our software is different than the license required for version 1.7. If you currently have a v1.7 software license, you will need to obtain a new v2 software license following the appropriate link below.

    {slide=Obtaining an Instructor Software License for ME>XL v1.7}

      1. Follow this link to the software purchase page. (http://secure.softwarekey.com/solo/products/Cart.aspx?action=add&T=6860&actiondata0=6860,1,0,0,,0)
      2. Enter the following Priority Code on the Shopping Cart page to receive your complimentary activation:

    Priority Code: ins23232

    (This code is not to be given to students. This code is for instructor use only.)

    1. After inserting the Priority Code and clicking "Update Cart", your total should change to $0.00.
    2. Continue the checkout process to receive your complimentary License ID and Password to activate the software. (You will need to create a "New Customers" account the first time you go through this specific activation process. Your website username and password are not transferrer to our third-party software licensing company.)
    3. You will receive your License ID and Password on screen at the end of the purchase process as well as a copy via email.
    4. Open Microsoft Excel.
    5. On the Marketing Engineering for Excel splash screen, click "Activate". If you are not presented with a splash screen, you can also find the Activate link under the menu "ME►XL" -> "About Marketing Engineering for Excel" (in Excel 2007/2010, this is located under the Add Ins tab).
    6. Enter the License ID and Password you received and click "Activate". Restart Excel to complete the activation process. You will only need to do this once per machine.
    7. The next time you start Microsoft Excel, the splash screen will appear telling you how many days are left on your license. DO NOT click "Activate" again. This will result in your software giving you an error message that the activation has already been used. At this point, you may check the "Do not show again until license expires" option and you will not see the splash screen again until your software is near expiration.

    If your software is still not activated (Run Analysis is grayed out) after entering the License ID and Password and restarting Excel, contact us through the Support Center for assistance.

    {/slide} {slide=Obtaining an Instructor Software License for ME>XL v2.0 and later}

      1. Follow this link to the software purchase page. (http://secure.softwarekey.com/solo/products/Cart.aspx?action=add&T=18148&actiondata0=18148,1,0,0,,0)
      2. Enter the following Priority Code on the Shopping Cart page to receive your complimentary activation:

    Priority Code: ins130303

    (This code is not to be given to students. This code is for instructor use only.)

    1. After inserting the Priority Code and clicking "Update Cart", your total should change to $0.00.
    2. Continue the checkout process to receive your complimentary License ID and Password to activate the software. (You will need to create a "New Customers" account the first time you go through this specific activation process. Your website username and password are not transferrer to our third-party software licensing company.)
    3. You will receive your License ID and Password on screen at the end of the purchase process as well as a copy via email.
    4. Open Microsoft Excel.
    5. On the Marketing Engineering for Excel splash screen, click "Activate". If you are not presented with a splash screen, you can also find the Activate link under the menu "ME►XL" -> "About Marketing Engineering for Excel" (in Excel 2007/2010, this is located under the Add Ins tab).
    6. Enter the License ID and Password you received and click "Activate". Restart Excel to complete the activation process. You will only need to do this once per machine.
    7. The next time you start Microsoft Excel, the splash screen will appear telling you how many days are left on your license. DO NOT click "Activate" again. This will result in your software giving you an error message that the activation has already been used. At this point, you may check the "Do not show again until license expires" option and you will not see the splash screen again until your software is near expiration.

    If your software is still not activated (Run Analysis is grayed out) after entering the License ID and Password and restarting Excel, contact us through the Support Center for assistance.

    {/slide}

    {/jugaaccess}