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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 7891
ABCDEmail 2160
Abcor2000 - Value-In-Use 4691
Addison Wesley Longman - GE Matrix 5108
Allegro - Smart Sheet 6239
BlackBerry Pearl - Positioning 5841
Blue Mountain Coffee - ADBUDG 7036
Bookbinders Book Club - Customer Choice 11000
BrainCell Internet Advertising - Solver 6438
C-Tek Corporation - Resource Allocation 5404
Can the Bunny Hop? - Positioning 4291
ConneCtor PDA 2001 - Positioning 7294
ConneCtor PDA 2001 - Segmentation 8236
Converges - Customer Lifetime Value 3794
Durr Environmental Inc - Segmentation-Conjoint Analysis 8523
FLIP Side of Segmentation - Segmentation 5180
Ford Hybrid Cars - Bass Forecasting 10962
Forte Hotel Design - Conjoint Analysis 9457
Heineken - Positioning 5515
Infiniti G20 - Positioning 7362
ISBM - Segmentation/Positioning 2069
John French CALLPLAN - Resource Allocation 6270
Kirin USA - Segmentation-Positioning-Conjoint 12140
Northern Aero - Customer Lifetime Value 5490
OfficeStar Ink Cartridge - Trial-Repeat 3585
Pacific Brands - Segmentation 3312
Suzlon - GE Matrix 2493
Syntex Laboratories (A) - Resource Allocation 5466
SyPhone - Customer Lifetime Value 5735
Zach's Garage - Pricing 4053