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 4178
ABCDEmail 432
Abcor2000 - Value-In-Use 3156
Addison Wesley Longman - GE Matrix 3206
Allegro - Smart Sheet 3297
BlackBerry Pearl - Positioning 3892
Blue Mountain Coffee - ADBUDG 4890
Bookbinders Book Club - Customer Choice 7225
BrainCell Internet Advertising - Solver 3704
C-Tek Corporation - Resource Allocation 3366
Can the Bunny Hop? - Positioning 2385
ConneCtor PDA 2001 - Positioning 4361
ConneCtor PDA 2001 - Segmentation 5241
Converges - Customer Lifetime Value 2451
Durr Environmental Inc - Segmentation-Conjoint Analysis 5079
FLIP Side of Segmentation - Segmentation 3060
Ford Hybrid Cars - Bass Forecasting 5693
Forte Hotel Design - Conjoint Analysis 6198
Heineken - Positioning 3349
Infiniti G20 - Positioning 4985
ISBM - Segmentation/Positioning 429
John French CALLPLAN - Resource Allocation 3569
Kirin USA - Segmentation-Positioning-Conjoint 7787
Northern Aero - Customer Lifetime Value 3391
OfficeStar Ink Cartridge - Trial-Repeat 2341
Pacific Brands - Segmentation 1654
Suzlon - GE Matrix 1354
Syntex Laboratories (A) - Resource Allocation 3757
SyPhone - Customer Lifetime Value 3502
Zach's Garage - Pricing 2190