DecisionPro offers several types of training to introduce our clients to Marketing Engineering concepts and software. Training packages range from online webinars custom tailored for your specific business to two-day intensive workshops. Training packages can be fully customized to your needs. This email address is being protected from spambots. You need JavaScript enabled to view it. for more information or to discuss your particular needs.

Professors Gary L. Lilien and Arvind Rangaswamy have been instrumental in advancing the field of analytics in Marketing. They have written several books on the subject to introduce the field of Marketing Engineering to business school students and marketing managers who have minimal background in statistics and high-end analytics. These books are designed to introduce the reader to the concepts of Marketing Engineering and the models included with the Marketing Engineering for Excel software.

With our suite of products, you can go directly from theory to practice without a long lead time. Some of the most beneficial marketing models have traditionally only been used by a very small community of researchers and consultants. Now these powerful tools are available to most marketers, even those without a strong background in mathematics or statistics.

Marketing Engineering for Excel

The Marketing Engineering for Excel software package demonstrates the analytical marketing principles which are discussed in the Principles of Marketing Engineering book and a majority of the topics covered in the Marketing Engineering, Revised 2nd Edition book. Our software package provides tools to help address most of the common marketing problems: Segmentation, Targeting and Positioning (STP); New Product Decisions; Sales Forecasting; Advertising and Communication Decisions; Salesforce and Channel Decisions; Pricing; and Sales Promotion Decisions. Please view the list below to see our full offering. A series of business cases is also included with the educational version of the software to demonstrate the concepts using real world situations.

If you plan on using Marketing Engineering for Excel with the Marketing Engineering Revised 2nd Edition textbook, please visit this page for more details.

Registered instructors may download a complimentary copy of Marketing Engineering for Excel software from the Download Section.

The Marketing Engineering for Excel software package contains the following analytical marketing models:

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Marketing Engineering for Excel (ME>XL)

ME>XL provides tools to help address the most common marketing problems:

• Segmentation, Targeting and Positioning (STP)
• New Product Decisions
• Sales Forecasting
• Advertising and Communication Decisions
• Salesforce and Channel Decisions
• Pricing
• Sales Promotion Decisions

A free demo is available to explore the capabilities of the software. The demo software is restricted to analyzing the tutorial data sets provided with the software, but you will be able to full explore the capabilities of the software using these data sets before making your purchase decision.

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Key extracts from six Edelman prize videos are available. Each of these videos was made during the annual competition, sponsored by INFORMS (the Institute for Operations Research and the Management Sciences), for the best worldwide application of management science methods to business problems. The contest involves more than $15,000 in prizes but much more than that value in prestige for the winner.

Any Edelman prize finalist has had his or her work carefully reviewed by a panel of judges from the INFORMS College on the Practice of Management Science (CPMS, which administers the award), an independent verifier, and several outside technical referees.

The videos are live and are part of a serious and heated competition. The presentation tries to convince a panel of judges that this work represents leading edge management science methods that have provided verifiable economic value to the organization.

There are typically 5–7 finalists each year, and since the videotaping began in 1983, these six tapes remain the only marketing applications that have made it to the finals.

Fortunately, they represent good examples of a number of the key ideas we develop in the text and software. (Viewers here might also be interested in similar videos associated with the Lilien ISMS-MSI Practice Prize)

Welcome to Marketing Engineering. Several forces are transforming the structure and content of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and are barraged with an ever increasing amount of information. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering. These textbooks, combined with a comprehensive collection of leading-edge software models provides the student with the know-how and tools to collect the right information and perform analysis to make better marketing plans, better product designs, and better decisions.

The purpose in writing these books is to help educate and train a new generation of marketing managers. Our goal is to train marketing engineers to translate concepts into context-specific operational decisions and actions using analytical, quantitative, and computer modeling techniques. We link theory to practice and practice to theory.

Marketing Engineering is combination of textbooks, software, and business cases developed and written by Professors Gary L. Lilien, Arvind Rangaswamy, and Arnaud De Bruyn. The textbooks, software, and cases are intended to be used in conjunction with one another to provide theory (textbook), computer modeling techniques (software), and context-specific operations decisions and action (business cases).

I think you've put together a great product for teaching marketing. My students really feel like they're learning a lot from the software and applications in the New Products module of Marketing Engineering. I'll definitely be using it again when I teach two sections of the course next year.... Based on my interactions with students over the years, I know that there is a big need for user-friendly software that enables firms to apply all of these models.

Peter Golder, New York University

The following steps will provide you the teaching resources to get started with Marketing Engineering. Please note that after registration as an instructor, your application will be reviewed and verified. Once approved, you may continue with Step 3.

The following videos were developed so that instructors may better understand the theories, the Marketing Engineering for Excel software, and teaching these concepts in the classroom.

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Key extracts from six Edelman prize videos are available. Each of these videos was made during the annual competition, sponsored by INFORMS (the Institute for Operations Research and the Management Sciences), for the best worldwide application of management science methods to business problems. The contest involves more than $15,000 in prizes but much more than that value in prestige for the winner.

Any Edelman prize finalist has had his or her work carefully reviewed by a panel of judges from the INFORMS College on the Practice of Management Science (CPMS, which administers the award), an independent verifier, and several outside technical referees.

The videos are live and are part of a serious and heated competition. The presentation tries to convince a panel of judges that this work represents leading edge management science methods that have provided verifiable economic value to the organization.

There are typically 5–7 finalists each year, and since the videotaping began in 1983, these six tapes remain the only marketing applications that have made it to the finals.

Fortunately, they represent good examples of a number of the key ideas we develop in the text and software. (Viewers here might also be interested in similar videos associated with the Lilien ISMS-MSI Practice Prize)

Teaching Tips for Supplemental Videos

Principles of Marketing Engineering

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Authors: Gary L. Lilien, Arvind Rangaswamy, and Arnaud De Bruyn

 

Publisher: Trafford Publishing

Copyright: 2007

ISBN-10: 1425113141

ISBN-13: 978425113148

Format: Softcover or Hardcover

Pages: 232

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DecisionPro (the makers of Marketing Engineering) has developed several business cases and exercises to demonstrate the real-life implications of Marketing Engineering. The business cases are designed to demonstrate to students the value of analytical marketing in a business situation and are included with most Marketing Engineering for Excel downloads (except the University-purchased Basic Software Package). Most business cases on this page include data in Excel format for use with the Marketing Engineering for Excel software. Some cases require the student to manually enter data into the software.

Available Cases

• All DecisionPro business cases (except those marked "beta") are installed with the instructor version of Marketing Engineering for Excel software.
• Business cases are included with the student purchased software.
• Business cases are included with the Standard and Premium university-purchased software packages.

The following links contain a brief description of the case, the case and data sets, the case solution in PDF format, and, if available, an archived webinar discussing the case solution. (View a list of just the solutions in PDF format.)