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Subject:  Going to Austin to Attend ÂÜÀòÉç¹ÙÍø Educators’ Conference?

If you are planning to attend the ÂÜÀòÉç¹ÙÍø Educators’ Conference in Austin in February, consider coming in early and joining a free half day workshop: The Marketing Engineering Solution with Professors Gary L. Lilien and Arvind Rangaswamy from Penn State University.

1-5 pm
Friday, February 15, 2008
(Just before Winter ÂÜÀòÉç¹ÙÍø Educators’ Conference in Austin)
Location: University of Texas-Austin

Marketing students and the Marketing curriculum require a healthy balance between conceptual marketing and marketing analytics, a difficult balance to achieve.

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 DeBruyn) and new software, Marketing Engineering for Excel (ME>XL) should help meet this challenge.

During this limited seating workshop Profs. Lilien and Rangaswamy 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 ME>XL 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 Version 2.4 or ME>XL who would like to share their teaching experiences and learn how best to take advantage of the features of the new offering

Attending instructors will receive copies of the text and the software.

Registrants will receive a confirmation email including location and logistics of the workshop.