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 5924
ABCDEmail 1020
Abcor2000 - Value-In-Use 3679
Addison Wesley Longman - GE Matrix 4057
Allegro - Smart Sheet 4337
BlackBerry Pearl - Positioning 4867
Blue Mountain Coffee - ADBUDG 5958
Bookbinders Book Club - Customer Choice 9162
BrainCell Internet Advertising - Solver 4517
C-Tek Corporation - Resource Allocation 4193
Can the Bunny Hop? - Positioning 3035
ConneCtor PDA 2001 - Positioning 5534
ConneCtor PDA 2001 - Segmentation 6553
Converges - Customer Lifetime Value 2987
Durr Environmental Inc - Segmentation-Conjoint Analysis 6757
FLIP Side of Segmentation - Segmentation 3753
Ford Hybrid Cars - Bass Forecasting 9320
Forte Hotel Design - Conjoint Analysis 7735
Heineken - Positioning 4356
Infiniti G20 - Positioning 6323
ISBM - Segmentation/Positioning 1077
John French CALLPLAN - Resource Allocation 4460
Kirin USA - Segmentation-Positioning-Conjoint 9863
Northern Aero - Customer Lifetime Value 4284
OfficeStar Ink Cartridge - Trial-Repeat 2852
Pacific Brands - Segmentation 2335
Suzlon - GE Matrix 1772
Syntex Laboratories (A) - Resource Allocation 4426
SyPhone - Customer Lifetime Value 4380
Zach's Garage - Pricing 2990