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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 6987
ABCDEmail 1894
Abcor2000 - Value-In-Use 4348
Addison Wesley Longman - GE Matrix 4804
Allegro - Smart Sheet 5403
BlackBerry Pearl - Positioning 5561
Blue Mountain Coffee - ADBUDG 6764
Bookbinders Book Club - Customer Choice 10503
BrainCell Internet Advertising - Solver 5546
C-Tek Corporation - Resource Allocation 5073
Can the Bunny Hop? - Positioning 3979
ConneCtor PDA 2001 - Positioning 6861
ConneCtor PDA 2001 - Segmentation 7888
Converges - Customer Lifetime Value 3480
Durr Environmental Inc - Segmentation-Conjoint Analysis 7955
FLIP Side of Segmentation - Segmentation 4737
Ford Hybrid Cars - Bass Forecasting 10579
Forte Hotel Design - Conjoint Analysis 8909
Heineken - Positioning 5197
Infiniti G20 - Positioning 7048
ISBM - Segmentation/Positioning 1782
John French CALLPLAN - Resource Allocation 5799
Kirin USA - Segmentation-Positioning-Conjoint 11488
Northern Aero - Customer Lifetime Value 5077
OfficeStar Ink Cartridge - Trial-Repeat 3302
Pacific Brands - Segmentation 3013
Suzlon - GE Matrix 2241
Syntex Laboratories (A) - Resource Allocation 5087
SyPhone - Customer Lifetime Value 5284
Zach's Garage - Pricing 3686