DecisionPro has the following resources available to assist in teaching with the Marketing Engineering for Excel software. The Student Resources provide additional background material for understanding output as well as resources for learning the software. The Instructor Resources have been developed by Professors Gary Lilien, Arvind Rangaswamy, and Arnaud De Bruyn to provide classroom proven teaching suggestions.

Student Resources:

Textbooks

The Principles of Marketing Engineering textbook gives an overview of the marketing models used in Marketing Engineering for Excel software. In addition to giving a basic introduction to the models, students will also learn how to interpret the output provided by the software. Visit the textbook page for more details.

Technical Notes

The Technical Notes series provides an in-depth look at the analytics used in the Marketing Engineering for Excel software. The Technical Notes are designed for the more advanced student who wants to learn how the software goes from input to output. Visit the Technical Notes page for more details.

Business Cases

DecisionPro has developed several business cases which work in conjunction with our software. These business cases allow the student to analyze real world problems with the software to gain a fuller understanding of the concepts as well as understand how the software can be applied in their future careers. Visit the business cases page for more details.

Instructor Resources:

Webinars

Professors Gary Lilien, Arvind Rangaswamy, and Arnaud De Bruyn conduct regular webinars directed towards instructors teaching the Marketing Engineering for Excel software package. These free webinars cover the theory and software implementation of each model. Visit our webinar page to view our current schedule and register for an upcoming webinar or view our archived recordings of past webinars.

Case Solutions

Case solutions are available for each of the DecisionPro business cases. The solutions provide classroom discussion points as well as example software output. Visit the case solutions download page for more details.

The Principles of Marketing Engineering textbook and the Marketing Engineering for Excel software package covers some of the most popular marketing models to help address common marketing problems:

• Segmentation, Targeting and Positioning (STP)
• New Product Decisions
• Sales Forecasting
• Advertising and Communication Decisions
• Salesforce and Channel Decisions
• Pricing
• Sales Promotion Decisions

The following specific models are addressed:

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 is used to determine demand level at any price level. 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...

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 and a majority of the topics covered in the Marketing Engineering, Revised 2nd Edition 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

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.

Confirmed instructors on our website may obtain a complimentary evaluation copy of Marketing Engineering Revised 2nd Edition.

To receive a complimentary evaluation copy of the text, 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 book. If you have not yet registered as an instructor on our website, please do so on our Instructor Registration page.

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Electronic Version

A PDF version of the textbook is available in the Instructor Download Section.

Printed Version

Instructors may request a printed version of the textbook. The text will be mailed to you via US Priority Mail and will take approximately 7-20 days to receive depending on your location. Select the Instructor Evaluation book in our store to order your copy. Please note that all complimentary books will be shipped out via US Priority Mail regardless of ship method chosen during the checkout process.

The book is for instructor use only and may not be re-distributed or made available online.

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DecisionPro has the following resources available to teach the concepts discussed in the Marketing Engineering Revised 2nd Edition book. The Student Resources allow the student to go directly from the theory discussed in the book to practice without a long lead time. The Instructor Resources have been developed by DecisionPro to provide additional teaching materials for the instructor.

Student Resources:

Software

Marketing Engineering for Excel software package demonstrates the major analytical marketing models discussed in the Marketing Engineering Revised 2nd Edition book. While the original software that was packaged with kasyna this book is no longer available, the major models discussed can be demonstrated using the Marketing Engineering for Excel software. Visit our software page for more details.

Business Cases

DecisionPro offers business cases that work in conjunction with the Marketing Engineering for Excel software. The business cases provide real world examples that demonstrate the concepts discussed in the Marketing Engineering Revised 2nd Edition book. Visit our business case page for more details.

Instructor Resources:

Powerpoint Slides

Professors Gary Lilien and Arvind Rangaswamy have developed a series of presentations and lecture notes to assist in teaching Marketing Engineering Revised 2nd Edition. The presentations and lecture notes correspond to the book chapters for ease of use. Visit the Powerpoint teach slides download page for more details.

Case Solutions

Case solutions are available for each of the DecisionPro business cases. The solutions provide classroom discussion points as well as example software output. Visit the case solutions download page for more details.