Business Cases and Solutions

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.)

Display #
Title Hits
ABB Electric - Customer Choice 4318
ABCDEmail 488
Abcor2000 - Value-In-Use 3202
Addison Wesley Longman - GE Matrix 3279
Allegro - Smart Sheet 3358
BlackBerry Pearl - Positioning 4012
Blue Mountain Coffee - ADBUDG 5012
Bookbinders Book Club - Customer Choice 7400
BrainCell Internet Advertising - Solver 3788
C-Tek Corporation - Resource Allocation 3440
Can the Bunny Hop? - Positioning 2472
ConneCtor PDA 2001 - Positioning 4471
ConneCtor PDA 2001 - Segmentation 5380
Converges - Customer Lifetime Value 2499
Durr Environmental Inc - Segmentation-Conjoint Analysis 5258
FLIP Side of Segmentation - Segmentation 3135
Ford Hybrid Cars - Bass Forecasting 6078
Forte Hotel Design - Conjoint Analysis 6399
Heineken - Positioning 3504
Infiniti G20 - Positioning 5177
ISBM - Segmentation/Positioning 485
John French CALLPLAN - Resource Allocation 3661
Kirin USA - Segmentation-Positioning-Conjoint 8171
Northern Aero - Customer Lifetime Value 3528
OfficeStar Ink Cartridge - Trial-Repeat 2404
Pacific Brands - Segmentation 1745
Suzlon - GE Matrix 1401
Syntex Laboratories (A) - Resource Allocation 3815
SyPhone - Customer Lifetime Value 3591
Zach's Garage - Pricing 2286