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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 6317
ABCDEmail 1331
Abcor2000 - Value-In-Use 3865
Addison Wesley Longman - GE Matrix 4348
Allegro - Smart Sheet 4667
BlackBerry Pearl - Positioning 5177
Blue Mountain Coffee - ADBUDG 6303
Bookbinders Book Club - Customer Choice 9739
BrainCell Internet Advertising - Solver 4830
C-Tek Corporation - Resource Allocation 4521
Can the Bunny Hop? - Positioning 3378
ConneCtor PDA 2001 - Positioning 6004
ConneCtor PDA 2001 - Segmentation 7096
Converges - Customer Lifetime Value 3176
Durr Environmental Inc - Segmentation-Conjoint Analysis 7224
FLIP Side of Segmentation - Segmentation 4059
Ford Hybrid Cars - Bass Forecasting 9778
Forte Hotel Design - Conjoint Analysis 8229
Heineken - Positioning 4657
Infiniti G20 - Positioning 6622
ISBM - Segmentation/Positioning 1359
John French CALLPLAN - Resource Allocation 4958
Kirin USA - Segmentation-Positioning-Conjoint 10566
Northern Aero - Customer Lifetime Value 4558
OfficeStar Ink Cartridge - Trial-Repeat 3030
Pacific Brands - Segmentation 2565
Suzlon - GE Matrix 1941
Syntex Laboratories (A) - Resource Allocation 4669
SyPhone - Customer Lifetime Value 4704
Zach's Garage - Pricing 3252