Marketing Engineering Instructors’ Workshop
Introduction
Chicago, 4 Aug 2006, Taught by Arvind Rangaswamy, Penn State University
: : : Posting
: : workshop
Date: Thu, 15 Jun 2006 16:19:59 -0400
From: Julie Mulhatten <jcm115@psu.edu>
Marketing Engineering:
Instructors’ Workshop
Kellogg Conference Center
340 East Superior Street
Chicago, IL
Friday August 4, 2006
1:00pm – 4:30pm
Arvind Rangaswamy
Anchel Professor of Marketing
The Smeal College of Business Administration
The Pennsylvania State University
Description
When our students graduate, they will increasingly be working in a networked business environment, with a flood of marketing information coming their way. They also have considerable computing power to potentially turn this information into profitable decisions. However, most marketing professionals today do not have the training, or the tools, to leverage such marketing information in their decision making. This has created a need for training a new generation of marketing managers who can go beyond just having knowledge of marketing concepts, and are able to translate those concepts into context-specific operational decisions and actions using analytical, quantitative, and computer modeling techniques.
In this workshop, I will describe the concept of Marketing Engineering (ME), an approach that we have developed for applying systematic and analytic methods for marketing decision making. I will spend most of the time via tutorial/interactive discussion to describe how ME works in the classroom and some of the innovative uses of Marketing Engineering course materials in over 100 global institutions that have adopted the book. Of particular interest is our Module Series, which permits instructors to adopt any portion of the ME suite of concepts, cases and software individually. I will simulate several classroom situations that illustrate the radically different and powerful approach to pedagogy that ME offers.
Who should attend?
The workshop is designed for marketing faculty from management schools, trainers, and marketing consultants. Participants should have familiarity/comfort with computer tools such as Microsoft Excel.
Workshop Outline
- Overview of Marketing Engineering concepts, and teaching philosophy
- Overview of Marketing Engineering materials (textbook, software, cases, instructors’ manual, Power Point slides, technical support, and up-coming enhancements)
- Overview of software: Principles, Operation, Access Options
- Simulated class sessions using the Kirin Brewery case.
ÂÜÀòÉç¹ÙÍøt the Instructor
Arvind Rangaswamy is the Anchel Professor of Marketing at Penn State, where he is also the Research Director of the e-Business Research Center ().
He received a Ph.D. in marketing from Northwestern University, an MBA from the Indian Institute of Management, Calcutta, and a B.Tech from the Indian Institute of Technology, Madras. Before joining Penn State, he was a faculty member at the J.L. Kellogg Graduate School of Management, Northwestern University, and at the Wharton School, University of Pennsylvania.
His research is focused on understanding the role and impact of modeling and information technologies on improving the efficiency and effectiveness of marketing, an area in which he has published numerous research papers in leading journals. He is the co-author (with Gary L. Lilien) of Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, now in its second edition. He is an Area Editor of Marketing Science, a fellow of the IC2 Institute, Section Chair of the e-Business Section at INFORMS, and an IBM Faculty Partner for 2000-2001. He is a co-founder and principal of DecisionPro, Inc., and regularly consults with many companies in the areas of marketing analytics and e-Business. Further information about his background and his research are available at .
Workshop Registration Information
Copy of Marketing Engineering Book
Those registered for the workshop can request a copy of the Marketing Engineering textbook by sending an email to Steve Hoover at: steve@mktgeng.com. To access instructors’ materials, please register as an instructor at .
Lilien, Gary L. and Arvind Rangaswamy (2004) Marketing Engineering: Computer Assisted Marketing Analysis and Planning, Revised Second Edition (Victoria, BC, Trafford Press)
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