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 3362
ABCDEmail 61
Abcor2000 - Value-In-Use 2763
Addison Wesley Longman - GE Matrix 2746
Allegro - Smart Sheet 2888
BlackBerry Pearl - Positioning 3255
Blue Mountain Coffee - ADBUDG 4133
Bookbinders Book Club - Customer Choice 6036
BrainCell Internet Advertising - Solver 3082
C-Tek Corporation - Resource Allocation 2899
Can the Bunny Hop? - Positioning 1928
ConneCtor PDA 2001 - Positioning 3580
ConneCtor PDA 2001 - Segmentation 4360
Converges - Customer Lifetime Value 2046
Durr Environmental Inc - Segmentation-Conjoint Analysis 4093
FLIP Side of Segmentation - Segmentation 2369
Ford Hybrid Cars - Bass Forecasting 4757
Forte Hotel Design - Conjoint Analysis 5178
Heineken - Positioning 2641
Infiniti G20 - Positioning 4027
ISBM - Segmentation/Positioning 45
John French CALLPLAN - Resource Allocation 2931
Kirin USA - Segmentation-Positioning-Conjoint 5964
Northern Aero - Customer Lifetime Value 2789
OfficeStar Ink Cartridge - Trial-Repeat 2023
Pacific Brands - Segmentation 1193
Suzlon - GE Matrix 1071
Syntex Laboratories (A) - Resource Allocation 3227
SyPhone - Customer Lifetime Value 2943
Zach's Garage - Pricing 1558