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 5094
ABCDEmail 735
Abcor2000 - Value-In-Use 3442
Addison Wesley Longman - GE Matrix 3635
Allegro - Smart Sheet 3806
BlackBerry Pearl - Positioning 4465
Blue Mountain Coffee - ADBUDG 5495
Bookbinders Book Club - Customer Choice 8232
BrainCell Internet Advertising - Solver 4100
C-Tek Corporation - Resource Allocation 3753
Can the Bunny Hop? - Positioning 2702
ConneCtor PDA 2001 - Positioning 4960
ConneCtor PDA 2001 - Segmentation 5897
Converges - Customer Lifetime Value 2737
Durr Environmental Inc - Segmentation-Conjoint Analysis 5916
FLIP Side of Segmentation - Segmentation 3439
Ford Hybrid Cars - Bass Forecasting 6821
Forte Hotel Design - Conjoint Analysis 7011
Heineken - Positioning 3896
Infiniti G20 - Positioning 5717
ISBM - Segmentation/Positioning 774
John French CALLPLAN - Resource Allocation 4013
Kirin USA - Segmentation-Positioning-Conjoint 8934
Northern Aero - Customer Lifetime Value 3836
OfficeStar Ink Cartridge - Trial-Repeat 2618
Pacific Brands - Segmentation 2015
Suzlon - GE Matrix 1579
Syntex Laboratories (A) - Resource Allocation 4110
SyPhone - Customer Lifetime Value 3956
Zach's Garage - Pricing 2597