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 6053
ABCDEmail 1096
Abcor2000 - Value-In-Use 3725
Addison Wesley Longman - GE Matrix 4137
Allegro - Smart Sheet 4437
BlackBerry Pearl - Positioning 4969
Blue Mountain Coffee - ADBUDG 6049
Bookbinders Book Club - Customer Choice 9371
BrainCell Internet Advertising - Solver 4623
C-Tek Corporation - Resource Allocation 4282
Can the Bunny Hop? - Positioning 3204
ConneCtor PDA 2001 - Positioning 5775
ConneCtor PDA 2001 - Segmentation 6738
Converges - Customer Lifetime Value 3036
Durr Environmental Inc - Segmentation-Conjoint Analysis 6910
FLIP Side of Segmentation - Segmentation 3846
Ford Hybrid Cars - Bass Forecasting 9492
Forte Hotel Design - Conjoint Analysis 7909
Heineken - Positioning 4450
Infiniti G20 - Positioning 6426
ISBM - Segmentation/Positioning 1155
John French CALLPLAN - Resource Allocation 4633
Kirin USA - Segmentation-Positioning-Conjoint 10083
Northern Aero - Customer Lifetime Value 4379
OfficeStar Ink Cartridge - Trial-Repeat 2906
Pacific Brands - Segmentation 2423
Suzlon - GE Matrix 1816
Syntex Laboratories (A) - Resource Allocation 4496
SyPhone - Customer Lifetime Value 4500
Zach's Garage - Pricing 3082