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 4777
ABCDEmail 654
Abcor2000 - Value-In-Use 3362
Addison Wesley Longman - GE Matrix 3521
Allegro - Smart Sheet 3649
BlackBerry Pearl - Positioning 4308
Blue Mountain Coffee - ADBUDG 5350
Bookbinders Book Club - Customer Choice 8043
BrainCell Internet Advertising - Solver 3995
C-Tek Corporation - Resource Allocation 3650
Can the Bunny Hop? - Positioning 2624
ConneCtor PDA 2001 - Positioning 4841
ConneCtor PDA 2001 - Segmentation 5728
Converges - Customer Lifetime Value 2650
Durr Environmental Inc - Segmentation-Conjoint Analysis 5767
FLIP Side of Segmentation - Segmentation 3341
Ford Hybrid Cars - Bass Forecasting 6642
Forte Hotel Design - Conjoint Analysis 6842
Heineken - Positioning 3769
Infiniti G20 - Positioning 5587
ISBM - Segmentation/Positioning 672
John French CALLPLAN - Resource Allocation 3903
Kirin USA - Segmentation-Positioning-Conjoint 8709
Northern Aero - Customer Lifetime Value 3740
OfficeStar Ink Cartridge - Trial-Repeat 2529
Pacific Brands - Segmentation 1913
Suzlon - GE Matrix 1511
Syntex Laboratories (A) - Resource Allocation 4030
SyPhone - Customer Lifetime Value 3832
Zach's Garage - Pricing 2518