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 5676
ABCDEmail 941
Abcor2000 - Value-In-Use 3593
Addison Wesley Longman - GE Matrix 3921
Allegro - Smart Sheet 4194
BlackBerry Pearl - Positioning 4759
Blue Mountain Coffee - ADBUDG 5826
Bookbinders Book Club - Customer Choice 8869
BrainCell Internet Advertising - Solver 4382
C-Tek Corporation - Resource Allocation 4068
Can the Bunny Hop? - Positioning 2912
ConneCtor PDA 2001 - Positioning 5344
ConneCtor PDA 2001 - Segmentation 6338
Converges - Customer Lifetime Value 2926
Durr Environmental Inc - Segmentation-Conjoint Analysis 6493
FLIP Side of Segmentation - Segmentation 3681
Ford Hybrid Cars - Bass Forecasting 9164
Forte Hotel Design - Conjoint Analysis 7512
Heineken - Positioning 4203
Infiniti G20 - Positioning 6166
ISBM - Segmentation/Positioning 984
John French CALLPLAN - Resource Allocation 4302
Kirin USA - Segmentation-Positioning-Conjoint 9596
Northern Aero - Customer Lifetime Value 4111
OfficeStar Ink Cartridge - Trial-Repeat 2781
Pacific Brands - Segmentation 2234
Suzlon - GE Matrix 1719
Syntex Laboratories (A) - Resource Allocation 4320
SyPhone - Customer Lifetime Value 4241
Zach's Garage - Pricing 2884