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Business Cases for Marketing Engineering for Excel
Overview
DecisionPro (the developers 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. 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.
A set of standard DecisionPro business cases and data sets are bundled with the academic version of Marketing Engineering for Excel software for ease of introduction into the classroom. (Harvard Business Cases must be purchased separately.) Cases and data sets are installed in the "My Documents / My Marketing Engineering" folder by default. To download cases individually, please visit the case download page on the website.
Case Listing
In addition to updating data for previous DecisionPro business cases to the Marketing Engineering for Excel format, several new cases will be introduced as well.
| Case Title |
Concept |
| Allegro (Smart Sheet) |
Smart Sheet |
| BrainCell Internet Advertising (Solver) |
Solver |
| Abcor2000 (Value-In-Use) |
Value-in-Use |
| ABB Electric (Customer Choice) |
Customer Choice |
| Bookbinders Book Club (Customer Choice) |
Customer Choice |
| SyPhone (CLV) |
Customer Lifetime Value |
| Northern Aero (CLV) |
Customer Lifetime Value |
| Addison Wesley Longman (GE) |
GE Porfolio Matrix |
| ConneCtor PDA 2001 (Segmentation) |
Segmentation |
| Convergys Case (CLV) |
Customer Lifetime Value |
| ConneCtor PDA 2001 (Positioning) |
Positioning Analysis |
| Infiniti G20 (Positioning) |
Positioning Analysis |
| BlackBerry Pearl (Positioning) |
Positioning Analysis |
| Ford Hybrid Cars (Bass Forecasting) |
Bass Forecasting |
| Zenith High Definition TV (Bass Forecasting)* |
Bass Forecasting |
| OfficeStar Ink Cartridge (Trial-Repeat) |
Trial-Repeat |
| Durr (Segmentation, Conjoint) |
Conjoint Analysis
Cluster Analysis |
| Forte Hotel Design (Conjoint) |
Conjoint Analysis |
| Kirin (Segmentation, Positioning, Conjoint) |
Segmentation,
Positioning,
Conjoint |
| Blue Mountain Coffee (ADBUDG) |
ADBUDG |
| C-Tek (Resource Allocation) |
Resource Allocation |
| John French CALLPLAN (Resource Allocation) |
Resource Allocation |
| Syntex Laboratories (A) (Resource Allocation) * |
Resource Allocation |
In the Classroom
DecisionPro cases are available through several different
channels for use in the classroom.
- MEXL Software - The Marketing
Engineering for Excel software includes a majority of the
business cases.
- Course Packets - Instructors may request
copyright permission to include DecisionPro business
cases in course packets which the instructor is developing.
Reproduction permission may be obtained from copyright.com.
* Harvard Business School cases may be obtained from an authorized Harvard distribution partner or permission to copy may be obtained
directly from the Harvard
Business Online Web site. DecisionPro cannot grant
permission to reproduce Harvard Business School material.
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Marketing Engineering for Excel 