Marketing Engineering for Excel (ME^XL): Overview and Use in Marketing Decisions Seminar

Dr. Gary L. Lilien
Distinguished Research Professor of Management Science at Penn State
ISBM Co-Founder and Research Director

October 30, 2007
Philadelphia, Pennsylvania

Full-Day seminar demonstrates the complete ME^XL toolset with examples from your practice...

A One Day Intensive Workshop

Today's marketing environment involves:

• More data than ever
• More computer power
• Global connectivity--24/7
• Less staff
• Fast, fast, fast!
  

This intensive overview, taught by ISBM Research Director Dr. Gary Lilien, provides an in-depth understanding of each of the power tools of Marketing Engineering for Excel.

Marketing Engineering for Excel (ME^XL)

Marketing Engineering is a systematic approach to harness data and knowledge to drive more effective marketing decision making and implementation. Marketing Engineering employs a set of powerful analytic tools couched in an easy to use and understand interface (a pull down menu in Excel). With these tools you can make better use of marketing data and combine it with the conceptual knowledge you have about your markets to build a more profitable marketing practice.

The Marketing Engineering toolkit is built around a systematic process of customer values assessment, segmentation, targeting, positioning and resource allocation that forms the core of disciplined, fact-based marketing decision making. (See below)

Objectives

To enable managers to better understand how the computer models in Marketing Engineering for Excel can help make better use of market knowledge in making decisions.

• Understand and use the computer tools in the ME^XL toolset
• Apply these tools in their work-environment

• Interactive discussion of key concepts
• Hands-on experience with the ME^XL toolset
• Discussion of best ways to deploy tools rapidly and profitably
  

Who Should Attend

Product or marketing managers or business analysts who want to add a powerful suite of easy-to-use templates and computer tools to their arsenal.

Workshop Content

• Overview

• Tools for Customer Value Assessment:
  

• Tools for Segmentation:

• Tools for Customer and Segment:

• Tools for Positioning:

• Tools for New Offering Design and Forecasting:

• Tools for Resource Allocation:

• Using what we have learned
  

Format

This workshop starts at 8:00 a.m. and ends at 5:00 p.m. The format will be show-and-tell—the instructor will provide a brief introduction to a common business problem and the tools available to address it. Participants will work along with the instructor in an interactive environment. When possible, we will use participant generated data to illustrate the power and the benefits of the concepts and tools

Participants will need a laptop computer with a Windows operating system (Vista or XP) and Excel XP, 2003 or 2007.

Instructor

Gary L. Lilien, who coined the term "Marketing Engineering" is Distinguished Research Professor of Management Science at Penn State and co-founder and Research Director of the ISBM. Dr. Lilien received his BS, MS and DES degrees from Columbia University in 1967, 1968 and 1973 respectively. Prior to coming to Penn State in 1981, he taught at MIT’s Sloan School of Management from 1973-1981

He is the author or co-author of twelve books (including Marketing Models with Phil Kotler, Marketing Engineering with Arvind Rangaswamy ,and most recently, Principles of Marketing Engineering, as well as over 100 professional articles. He was departmental editor for Marketing for the journal, Management Science; is on the editorial board of the International Journal for Research in Marketing; is functional Editor for Marketing for Interfaces, and is Area Editor at Marketing Science. He was Editor in chief of Interfaces for six years.

He is the former President as well as Vice President/Publications for The Institute of Management Sciences. He is VP for External Relations and an Inaugural Fellow of the European Marketing Academy and serves on the board of directors of the INFORMS College on Marketing. He is an Inaugural INFORMS Fellow, was honored as Morse Lecturer for INFORMS and also received the Kimball medal for distinguished contributions to the field of operations research. He has received honorary doctorates from the University of Liege, the University of Ghent and Aston University.

He consults for many companies including Arcelor, AT&T, BP, CTCA, Dow, DuPont, Eastman Chemical, Exelon, Federal Reserve Bank, GE, Goodyear, IBM, Pillsbury, Pfizer, Pitney Bowes, PPG, Sprint and Xerox. He is principal of the marketing engineering consultancy, DecisionPro.

Location

Marriott Philadelphia Airport
One Arrivals Road
Philadelphia, PA 19153
Phone: 215-492-9000

Fee

ISBM Members: $1,750
Non-ISBM Members: $2,500

(Fee includes the MEXL permanent software license—retailing for $1500, the accompanying book, Principles of Marketing Engineering (2007), by Lilien, Rangaswamy and De Bruyn, and access to recorded webinars.)

Cancellation Policy

• On or before October 1, 2007— No fee
• Between October 2 - October 15, 2007— $100 fee
• After October 15, 2007, full seminar fee charged
• All substitutions after October 15, 2007 will be subject to a $50 administrative fee.

To register: Online Registration

Brochure

View or print the seminar brochure.

For more information contact:

Deborah Lupp or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu

To register: Online registration