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 5835
ABCDEmail 987
Abcor2000 - Value-In-Use 3643
Addison Wesley Longman - GE Matrix 4010
Allegro - Smart Sheet 4276
BlackBerry Pearl - Positioning 4819
Blue Mountain Coffee - ADBUDG 5877
Bookbinders Book Club - Customer Choice 8985
BrainCell Internet Advertising - Solver 4461
C-Tek Corporation - Resource Allocation 4132
Can the Bunny Hop? - Positioning 2962
ConneCtor PDA 2001 - Positioning 5424
ConneCtor PDA 2001 - Segmentation 6418
Converges - Customer Lifetime Value 2967
Durr Environmental Inc - Segmentation-Conjoint Analysis 6588
FLIP Side of Segmentation - Segmentation 3727
Ford Hybrid Cars - Bass Forecasting 9226
Forte Hotel Design - Conjoint Analysis 7584
Heineken - Positioning 4261
Infiniti G20 - Positioning 6233
ISBM - Segmentation/Positioning 1040
John French CALLPLAN - Resource Allocation 4391
Kirin USA - Segmentation-Positioning-Conjoint 9727
Northern Aero - Customer Lifetime Value 4168
OfficeStar Ink Cartridge - Trial-Repeat 2822
Pacific Brands - Segmentation 2276
Suzlon - GE Matrix 1755
Syntex Laboratories (A) - Resource Allocation 4383
SyPhone - Customer Lifetime Value 4317
Zach's Garage - Pricing 2945