Teaching resources

Enginius software

Enginius is a 100% online, user-friendly software specifically developed for the education market. It allows students to experience the power of marketing analytics, without the hassle of complex statistical software or programming languages. It comes loaded with marketing analytic models (e.g., segmentation positioning, conjoint analysis, predictive modeling, price optimization), 30+ case studies and associated data sets, tutorials, templates, and much more. You can see it in action with these short videos, or test it for yourself:

Note: you need to be a registered user and to be logged in to have access to the Enginius dashboard.

Case studies

Enginius comes with 30+ case studies and their accompanying data sets and case solutions, covering broad topics such as customer targeting, product positioning, new product development, customer lifetime value or market segmentation.

Principles of Marketing Engineering and Analytics (3rd edition)

We have designed this book for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Analytics and Engineering.

Teaching slides

With more than 730 slides, organized in 9 chapters that follow the table of content of Principles of Marketing Engineering and Analytics, you are sure to find the teaching material you need to build your course decks. And of course, given proper attribution, you are free to modify, edit and distribute them.

Technical notes

Advanced technical notes that cover mathematical and statistical aspects of some of the marketing models included in Enginius, and more.

Excel exercises

Standalone Excel exercises to help you teach specific subjects such as how to use Solver, the difference between simple and “smart” spreadsheets, or to introduce the concept of response functions.