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
ADBUDG - Blue Mountain Coffee 3993
Bass Forecasting - Ford Hybrid Cars 4642
Bass Forecasting - Zenith High Definition TV 2714
Conjoint Analysis - Forte Hotel Design 4998
Customer Choice - ABB Electric 3287
Customer Choice - Bookbinders Book Club 5891
Customer Lifetime Value - Convergys 1966
Customer Lifetime Value - Northern Aero 2717
Customer Lifetime Value - SyPhone 2836
GE Matrix - Addison Wesley Longman 2629
GE Matrix - Suzlon 1009
Positioning - BlackBerry Pearl 3181
Positioning - Can the Bunny Hop? 1848
Positioning - ConneCtor PDA 2001 3483
Positioning - Heineken 2497
Positioning - Infiniti G20 3920
Pricing - Zach's Garage 1481
Resource Allocation - C-Tek Corporation 2810
Resource Allocation - John French CALLPLAN 2854
Resource Allocation - Syntex Laboratories (A) 3118
Segmentation - ConneCtor PDA 2001 4224
Segmentation - FLIP Side of Segmentation 2207
Segmentation - Pacific Brands 1079
Segmentation-Conjoint Analysis - Durr Environmental Inc 3893
Segmentation-Positioning-Conjoint - Kirin USA 5792
Smart Sheet - Allegro 2834
Solver - BrainCell Internet Advertising 3015
Trial-Repeat - OfficeStar Ink Cartridge 1972
Value-In-Use - Abcor2000 2688