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 4623
ABCDEmail 586
Abcor2000 - Value-In-Use 3304
Addison Wesley Longman - GE Matrix 3416
Allegro - Smart Sheet 3551
BlackBerry Pearl - Positioning 4202
Blue Mountain Coffee - ADBUDG 5237
Bookbinders Book Club - Customer Choice 7864
BrainCell Internet Advertising - Solver 3923
C-Tek Corporation - Resource Allocation 3568
Can the Bunny Hop? - Positioning 2578
ConneCtor PDA 2001 - Positioning 4750
ConneCtor PDA 2001 - Segmentation 5628
Converges - Customer Lifetime Value 2590
Durr Environmental Inc - Segmentation-Conjoint Analysis 5596
FLIP Side of Segmentation - Segmentation 3272
Ford Hybrid Cars - Bass Forecasting 6428
Forte Hotel Design - Conjoint Analysis 6700
Heineken - Positioning 3681
Infiniti G20 - Positioning 5449
ISBM - Segmentation/Positioning 595
John French CALLPLAN - Resource Allocation 3797
Kirin USA - Segmentation-Positioning-Conjoint 8509
Northern Aero - Customer Lifetime Value 3672
OfficeStar Ink Cartridge - Trial-Repeat 2481
Pacific Brands - Segmentation 1861
Suzlon - GE Matrix 1470
Syntex Laboratories (A) - Resource Allocation 3943
SyPhone - Customer Lifetime Value 3732
Zach's Garage - Pricing 2417