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 4455
ABCDEmail 549
Abcor2000 - Value-In-Use 3245
Addison Wesley Longman - GE Matrix 3342
Allegro - Smart Sheet 3450
BlackBerry Pearl - Positioning 4106
Blue Mountain Coffee - ADBUDG 5125
Bookbinders Book Club - Customer Choice 7537
BrainCell Internet Advertising - Solver 3847
C-Tek Corporation - Resource Allocation 3513
Can the Bunny Hop? - Positioning 2531
ConneCtor PDA 2001 - Positioning 4594
ConneCtor PDA 2001 - Segmentation 5489
Converges - Customer Lifetime Value 2548
Durr Environmental Inc - Segmentation-Conjoint Analysis 5442
FLIP Side of Segmentation - Segmentation 3192
Ford Hybrid Cars - Bass Forecasting 6226
Forte Hotel Design - Conjoint Analysis 6551
Heineken - Positioning 3590
Infiniti G20 - Positioning 5302
ISBM - Segmentation/Positioning 525
John French CALLPLAN - Resource Allocation 3729
Kirin USA - Segmentation-Positioning-Conjoint 8352
Northern Aero - Customer Lifetime Value 3593
OfficeStar Ink Cartridge - Trial-Repeat 2441
Pacific Brands - Segmentation 1809
Suzlon - GE Matrix 1438
Syntex Laboratories (A) - Resource Allocation 3886
SyPhone - Customer Lifetime Value 3666
Zach's Garage - Pricing 2360