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 3720
ABCDEmail 221
Abcor2000 - Value-In-Use 2939
Addison Wesley Longman - GE Matrix 2918
Allegro - Smart Sheet 3065
BlackBerry Pearl - Positioning 3513
Blue Mountain Coffee - ADBUDG 4460
Bookbinders Book Club - Customer Choice 6597
BrainCell Internet Advertising - Solver 3407
C-Tek Corporation - Resource Allocation 3077
Can the Bunny Hop? - Positioning 2138
ConneCtor PDA 2001 - Positioning 3837
ConneCtor PDA 2001 - Segmentation 4789
Converges - Customer Lifetime Value 2228
Durr Environmental Inc - Segmentation-Conjoint Analysis 4449
FLIP Side of Segmentation - Segmentation 2634
Ford Hybrid Cars - Bass Forecasting 5244
Forte Hotel Design - Conjoint Analysis 5693
Heineken - Positioning 2953
Infiniti G20 - Positioning 4520
ISBM - Segmentation/Positioning 207
John French CALLPLAN - Resource Allocation 3164
Kirin USA - Segmentation-Positioning-Conjoint 6768
Northern Aero - Customer Lifetime Value 3099
OfficeStar Ink Cartridge - Trial-Repeat 2154
Pacific Brands - Segmentation 1388
Suzlon - GE Matrix 1194
Syntex Laboratories (A) - Resource Allocation 3414
SyPhone - Customer Lifetime Value 3191
Zach's Garage - Pricing 1843