Attending Marketing Science in Cologne?  Join us for a free half-day workshop….

                          The Marketing Engineering Solution

                                                 

                 Dr. Gary Lilien            Dr. Arvind Rangaswamy      Dr. Arnaud De Bruyn
                    Penn State                            Penn State              ESSEC Business School

                                 2pm to 5pm CEST (local time)
                                   Wednesday, June 16 2010
                         (Just before Marketing Science Cologne)
                 Location: University of Cologne, Bad Homburg Room

           ______________________________________________________________________________________

                              No fee…but seating is limited and reservations essential.
                                                               To Reserve Please
                                             Email: Lori Nicolini at LNicolini@psu.edu
                                         Subject Line: Reserve ME>XL ISMS Cologne
                                      Include your name, affiliation and contact details
         ______________________________________________________________

Marketing students and the Marketing curriculum require a healthy balance between conceptual marketing and marketing analytics, a difficult balance to achieve. And members of ISMS often seek ways to inject marketing analytics into existing marketing courses to make those courses more appropriate for today’s marketing environment.

 

The Marketing Education Challenge

Marketing curricula are skewed toward conceptual marketing because:

   1. Many/most instructors are uncomfortable with marketing analytics

   2. Many/most students have some form of numerical/analytic anxiety

   3. Materials to ease instructor comfort and calm student anxiety have not been available.

 

The Marketing Engineering Solution

The solution must address the challenges above. During this workshop we will illustrate how a new text, Principles of Marketing Engineering (2007, Lilien, Rangaswamy and De Bruyn) and new software, Marketing Engineering for Excel (MEXL) should help meet this challenge.

 

During this limited seating workshop Profs. De Bruyn and Lilien will:

• Demonstrate the need for Marketing Engineering as a critical component in contemporary marketing education
• Discuss experiences the audience has had integrating Marketing Engineering ideas and tools into their curricula
• Outline the structure and the coverage of Principles of Marketing Engineering
• Demonstrate MEXL and run through some simulated classes with the group, allowing participants to play with the software in the simulated class session.
• Outline where this material can make a real pedagogic difference in courses such as : Marketing Strategy, Marketing Communications, Product Policy, New Product Management, Marketing Research and others.

Who Should Attend

• 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 programs.
• Current users of ME>XL who would like to share their teaching experiences and learn how best to take advantage of the features of the new offering

           ______________________________________________________________________________________

                              No fee…but seating is limited and reservations essential.
                                                               To Reserve Please
                                             Email: Lori Nicolini at LNicolini@psu.edu
                                         Subject Line: Reserve ME>XL ISMS Cologne
                                      Include your name, affiliation and contact details