Dr. Gary Lilien
Distinguished Research Professor of Management Science and Research Director, ISBM, Penn State

"Power Tools" Help You Make More Effective Marketing Decisions, Based on More Information, in Less Time

Today's marketing environment involves...

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

How to Cope? Business as usual OR The Power Tools of Marketing Engineering

Objectives

To enable managers to understand how desktop computer models can help make better use of market knowledge in making decisions. Participants will learn how to:

• Understand and use the computer tools in the Marketing Engineering toolkit in a variety of business decision situations.
• Apply these tools working with business-to-business marketing case examples of their profitable use.
• Better utilize existing data in navigating decisions faced every day in the business marketplace.

This two-day program features:

• Interactive discussion of key concepts
• Action learning cases
• Hands-on experience with the Marketing Engineering computer tools
• Analysis of video illustrations of these tools in action at leading firms
• Group work; networked learning

Includes comprehensive notebook, textbook, and CD-ROM with twenty-six software tools in areas such as:

• Choice models for customer targeting
• Conjoint analysis for product design
• Cluster/discriminant analysis for market segmentation
• GE/McKinsey portfolio for project selection/prioritization
• Perceptual mapping for product positioning
• New product forecasting for better product planning
• Resource allocation for better ways to develop and defend marketing budgets
• More
  
  

Who Should Attend

Product or marketing managers who need a better understanding of how computer tools can help them make better business decisions. Analysts, researchers, consultants in information-intensive marketing situations.

Content

• Overview and Tools for Resource Allocation
  Overview of Marketing Engineering philosophy, benefits
  Exercise: Syntex Labs exercise
  Discuss application of tools in other arenas
• Segmentation and Targeting
  Exercise: PDA Case
  Targeting: Beta Chemical Case
  Applications

• Positioning
  Exercise: Positioning Connector
  Applications
• Product Design with Conjoint Analysis
  Exercise: Durr Environmental Controls Case
  Applications
• Implementation of Marketing Engineering in Your Practice—Marketing Tools for the Twenty-First Century
• Program Summary/Wrap-Up/Next Steps
  
  

Format

This two-day seminar starts at 8:00 a.m. and ends at 5:00 p.m. each day. It combines case analysis, hands-on computer work with marketing models and decision tools, and active discussions. Participants are invited to bring examples and problems from their practice for discussion and direct application.

To get the most out of the course, participants should bring along a laptop computer with a CD ROM drive, a Windows operating system (XP, or 2000) and Excel 2000 or later.

Instructor

Dr. Gary L. Lilien , who coined the term marketing engineering, is distinguished research professor of management science in Penn State's Smeal College of Business and co-founder and research director of the ISBM. He is author or co-author of 12 books including Marketing Models with Philip Kotler and Marketing Engineering with Arvind Rangaswamy.

Dr. Lilien has worked with many companies including Arcelor, AT&T, BP, Dow, DuPont, Eastman Chemical, Exelon, Federal Reserve Bank, IBM, Pillsbury, Pitney Bowes, Sprint and Xerox.

Contact Us

Paula Dorminy or Gary Holler
Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu