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 5501
ABCDEmail 882
Abcor2000 - Value-In-Use 3555
Addison Wesley Longman - GE Matrix 3791
Allegro - Smart Sheet 4065
BlackBerry Pearl - Positioning 4688
Blue Mountain Coffee - ADBUDG 5730
Bookbinders Book Club - Customer Choice 8735
BrainCell Internet Advertising - Solver 4304
C-Tek Corporation - Resource Allocation 3965
Can the Bunny Hop? - Positioning 2850
ConneCtor PDA 2001 - Positioning 5231
ConneCtor PDA 2001 - Segmentation 6209
Converges - Customer Lifetime Value 2870
Durr Environmental Inc - Segmentation-Conjoint Analysis 6272
FLIP Side of Segmentation - Segmentation 3602
Ford Hybrid Cars - Bass Forecasting 9043
Forte Hotel Design - Conjoint Analysis 7352
Heineken - Positioning 4124
Infiniti G20 - Positioning 6058
ISBM - Segmentation/Positioning 928
John French CALLPLAN - Resource Allocation 4197
Kirin USA - Segmentation-Positioning-Conjoint 9385
Northern Aero - Customer Lifetime Value 4048
OfficeStar Ink Cartridge - Trial-Repeat 2726
Pacific Brands - Segmentation 2173
Suzlon - GE Matrix 1674
Syntex Laboratories (A) - Resource Allocation 4253
SyPhone - Customer Lifetime Value 4161
Zach's Garage - Pricing 2800