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 5314
ABCDEmail 818
Abcor2000 - Value-In-Use 3507
Addison Wesley Longman - GE Matrix 3721
Allegro - Smart Sheet 3956
BlackBerry Pearl - Positioning 4617
Blue Mountain Coffee - ADBUDG 5632
Bookbinders Book Club - Customer Choice 8486
BrainCell Internet Advertising - Solver 4224
C-Tek Corporation - Resource Allocation 3895
Can the Bunny Hop? - Positioning 2788
ConneCtor PDA 2001 - Positioning 5100
ConneCtor PDA 2001 - Segmentation 6055
Converges - Customer Lifetime Value 2827
Durr Environmental Inc - Segmentation-Conjoint Analysis 6147
FLIP Side of Segmentation - Segmentation 3536
Ford Hybrid Cars - Bass Forecasting 8301
Forte Hotel Design - Conjoint Analysis 7239
Heineken - Positioning 4035
Infiniti G20 - Positioning 5955
ISBM - Segmentation/Positioning 867
John French CALLPLAN - Resource Allocation 4127
Kirin USA - Segmentation-Positioning-Conjoint 9198
Northern Aero - Customer Lifetime Value 3966
OfficeStar Ink Cartridge - Trial-Repeat 2686
Pacific Brands - Segmentation 2108
Suzlon - GE Matrix 1640
Syntex Laboratories (A) - Resource Allocation 4198
SyPhone - Customer Lifetime Value 4082
Zach's Garage - Pricing 2734