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 4883
ABCDEmail 680
Abcor2000 - Value-In-Use 3387
Addison Wesley Longman - GE Matrix 3562
Allegro - Smart Sheet 3712
BlackBerry Pearl - Positioning 4358
Blue Mountain Coffee - ADBUDG 5412
Bookbinders Book Club - Customer Choice 8103
BrainCell Internet Advertising - Solver 4029
C-Tek Corporation - Resource Allocation 3681
Can the Bunny Hop? - Positioning 2646
ConneCtor PDA 2001 - Positioning 4882
ConneCtor PDA 2001 - Segmentation 5787
Converges - Customer Lifetime Value 2676
Durr Environmental Inc - Segmentation-Conjoint Analysis 5823
FLIP Side of Segmentation - Segmentation 3365
Ford Hybrid Cars - Bass Forecasting 6705
Forte Hotel Design - Conjoint Analysis 6902
Heineken - Positioning 3813
Infiniti G20 - Positioning 5630
ISBM - Segmentation/Positioning 703
John French CALLPLAN - Resource Allocation 3947
Kirin USA - Segmentation-Positioning-Conjoint 8778
Northern Aero - Customer Lifetime Value 3766
OfficeStar Ink Cartridge - Trial-Repeat 2553
Pacific Brands - Segmentation 1944
Suzlon - GE Matrix 1532
Syntex Laboratories (A) - Resource Allocation 4061
SyPhone - Customer Lifetime Value 3874
Zach's Garage - Pricing 2539