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 3500
ABCDEmail 124
Abcor2000 - Value-In-Use 2847
Addison Wesley Longman - GE Matrix 2803
Allegro - Smart Sheet 2940
BlackBerry Pearl - Positioning 3364
Blue Mountain Coffee - ADBUDG 4265
Bookbinders Book Club - Customer Choice 6254
BrainCell Internet Advertising - Solver 3173
C-Tek Corporation - Resource Allocation 2968
Can the Bunny Hop? - Positioning 2017
ConneCtor PDA 2001 - Positioning 3682
ConneCtor PDA 2001 - Segmentation 4572
Converges - Customer Lifetime Value 2109
Durr Environmental Inc - Segmentation-Conjoint Analysis 4226
FLIP Side of Segmentation - Segmentation 2506
Ford Hybrid Cars - Bass Forecasting 4949
Forte Hotel Design - Conjoint Analysis 5464
Heineken - Positioning 2752
Infiniti G20 - Positioning 4312
ISBM - Segmentation/Positioning 123
John French CALLPLAN - Resource Allocation 3045
Kirin USA - Segmentation-Positioning-Conjoint 6335
Northern Aero - Customer Lifetime Value 2920
OfficeStar Ink Cartridge - Trial-Repeat 2080
Pacific Brands - Segmentation 1272
Suzlon - GE Matrix 1120
Syntex Laboratories (A) - Resource Allocation 3301
SyPhone - Customer Lifetime Value 3034
Zach's Garage - Pricing 1695