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...