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 5205
ABCDEmail 771
Abcor2000 - Value-In-Use 3479
Addison Wesley Longman - GE Matrix 3677
Allegro - Smart Sheet 3874
BlackBerry Pearl - Positioning 4545
Blue Mountain Coffee - ADBUDG 5563
Bookbinders Book Club - Customer Choice 8395
BrainCell Internet Advertising - Solver 4154
C-Tek Corporation - Resource Allocation 3834
Can the Bunny Hop? - Positioning 2747
ConneCtor PDA 2001 - Positioning 5043
ConneCtor PDA 2001 - Segmentation 5996
Converges - Customer Lifetime Value 2779
Durr Environmental Inc - Segmentation-Conjoint Analysis 6060
FLIP Side of Segmentation - Segmentation 3489
Ford Hybrid Cars - Bass Forecasting 7783
Forte Hotel Design - Conjoint Analysis 7142
Heineken - Positioning 3976
Infiniti G20 - Positioning 5885
ISBM - Segmentation/Positioning 830
John French CALLPLAN - Resource Allocation 4071
Kirin USA - Segmentation-Positioning-Conjoint 9086
Northern Aero - Customer Lifetime Value 3923
OfficeStar Ink Cartridge - Trial-Repeat 2653
Pacific Brands - Segmentation 2073
Suzlon - GE Matrix 1607
Syntex Laboratories (A) - Resource Allocation 4151
SyPhone - Customer Lifetime Value 4021
Zach's Garage - Pricing 2683