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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 7803
ABCDEmail 2148
Abcor2000 - Value-In-Use 4679
Addison Wesley Longman - GE Matrix 5088
Allegro - Smart Sheet 6174
BlackBerry Pearl - Positioning 5833
Blue Mountain Coffee - ADBUDG 7026
Bookbinders Book Club - Customer Choice 10958
BrainCell Internet Advertising - Solver 6379
C-Tek Corporation - Resource Allocation 5390
Can the Bunny Hop? - Positioning 4279
ConneCtor PDA 2001 - Positioning 7278
ConneCtor PDA 2001 - Segmentation 8212
Converges - Customer Lifetime Value 3781
Durr Environmental Inc - Segmentation-Conjoint Analysis 8480
FLIP Side of Segmentation - Segmentation 5171
Ford Hybrid Cars - Bass Forecasting 10949
Forte Hotel Design - Conjoint Analysis 9411
Heineken - Positioning 5496
Infiniti G20 - Positioning 7354
ISBM - Segmentation/Positioning 2061
John French CALLPLAN - Resource Allocation 6251
Kirin USA - Segmentation-Positioning-Conjoint 12092
Northern Aero - Customer Lifetime Value 5449
OfficeStar Ink Cartridge - Trial-Repeat 3576
Pacific Brands - Segmentation 3302
Suzlon - GE Matrix 2483
Syntex Laboratories (A) - Resource Allocation 5451
SyPhone - Customer Lifetime Value 5696
Zach's Garage - Pricing 4035