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 3928
ABCDEmail 332
Abcor2000 - Value-In-Use 3044
Addison Wesley Longman - GE Matrix 3062
Allegro - Smart Sheet 3167
BlackBerry Pearl - Positioning 3713
Blue Mountain Coffee - ADBUDG 4664
Bookbinders Book Club - Customer Choice 6922
BrainCell Internet Advertising - Solver 3552
C-Tek Corporation - Resource Allocation 3214
Can the Bunny Hop? - Positioning 2258
ConneCtor PDA 2001 - Positioning 4161
ConneCtor PDA 2001 - Segmentation 5051
Converges - Customer Lifetime Value 2345
Durr Environmental Inc - Segmentation-Conjoint Analysis 4780
FLIP Side of Segmentation - Segmentation 2864
Ford Hybrid Cars - Bass Forecasting 5453
Forte Hotel Design - Conjoint Analysis 5951
Heineken - Positioning 3160
Infiniti G20 - Positioning 4768
ISBM - Segmentation/Positioning 315
John French CALLPLAN - Resource Allocation 3352
Kirin USA - Segmentation-Positioning-Conjoint 7332
Northern Aero - Customer Lifetime Value 3231
OfficeStar Ink Cartridge - Trial-Repeat 2241
Pacific Brands - Segmentation 1516
Suzlon - GE Matrix 1285
Syntex Laboratories (A) - Resource Allocation 3607
SyPhone - Customer Lifetime Value 3346
Zach's Garage - Pricing 2039