Segmentation and Targeting


Webinar on Segmentation and Targeting with ME>XL, 7 and 14 Oct 2009 at 11.00am US East Coast time

  Join Dr. Gary Lilien in a two-part webinar of our Instructor Webinar Series: 

Segmentation and Targeting with ME>XL

Part 1: Theory, October 7, 2009 at 11:00am EDT
                 Part 2: Implementation, October 14, 2009 at 11:00am EDT

Each webinar will be 45 minutes in length.  The first will focus on the theory of segmentation….the what and why. The second webinar will focus on the implementation of segmentation using ME>XL….the how of this process.  Join us for either or both, depending on your particular needs.

Gary L. Lilien
Distinguished Research Professor of Management Science at Penn State University

No fee…but space is limited and reservations essential. To register, visit

What these Webinars Will Cover

Modern marketing programs are built around the concepts of segmentation and targeting, i.e.. the allocation of business resources in concert with segmentation.   Ted  Levitt went so far as to say that "If you are not thinking segmentation, you are not thinking," at least in a  business sense. 

Part 1 of this series will focus on the importance of segmentation and what insights can be realized through segmentation.

Part 2 of this series will show how to use Marketing Engineering for Excel (ME>XL ) software to teach a six step segmentation process where students will clearly see the power of market segmentation.  The ME>XL tool is an Excel add-in that students quickly learn and can take with them when they enter the marketing profession.  

Who Should Attend

  • First-time instructors who are preparing to deliver a marketing analytics course
  • Instructors seeking a segmentation and targeting analytic module into an existing marketing basics or marketing strategy course
  • Instructors of MBA or undergraduate marketing courses not currently using Marketing Engineering but who are interested in exploring how Marketing Engineering can best be integrated into their teaching program
  • Current Marketing Engineering instructors who want to deepen their knowledge and share their experiences using this ME>XL set of templates and tools

No fee…but space is limited and reservations essential. To register, visit