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Case studies

Full package

By default, all case studies and accompanying data sets are packaged with the Enginius software. The case studies, data sets, and case solutions (only available to instructors) will appear in dropdown menus on the left of the screen.

Individual cases

You also have the possibility to configure Enginius licenses to only include a subset of case studies, or even just one. When you do so, make sure you include the models needed to run them as well.

Models

Check the marketing analytic models you are interested in, and we will just display the corresponding case studies

All
BASS FORECASTING
CONJOINT ANALYSIS
GE McKINSEY MATRIX
LIFETIME VALUE
NETWORK ANALYSIS
PANEL DATA ANALYSIS
POSITIONING
PREDICTIVE MODELING
PRICE OPTIMIZATION
RESOURCE ALLOCATION
SEGMENTATION
SENTIMENT ANALYSIS
hansenfoundation

The Gabriel Hansen Foundation case study (lifetime value)

LIFETIME VALUE

The Gabriel Hansen Foundation case study (lifetime value)

The Gabriel Hansen Foundation (lifetime value) Try it! The Gabriel Hansen Foundation is a nonprofit organization whose mission is to raise money to finance the Gabriel Hansen Institute’s research activities. After a few years of rapid growth, the amount of funds the Institute was able to raise flattened out, while the Institute’s needs continued to …

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essec-emba-logo-320×320

ESSEC EMBA case study (segmentation)

SEGMENTATION

ESSEC EMBA case study (segmentation)

Customizing ESSEC Business School’s Executive MBA (segmentation) Try it! Set in 2022, ESSEC Business School wishes to improve the experience (and ranking) of the Executive MBA program and customize its content to the varying needs of the audience. School management decided to survey current and past participants and ask them about their motivations for joining the …

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blue-apron-logo-320×320

Blue Apron case study (panel, network)

NETWORK ANALYSIS, PANEL DATA ANALYSIS

Blue Apron case study (panel, network)

Blue Apron Influencer Marketing (panel, network) Try it! Set in 2022, the Blue Apron case is structured to help students take a deep dive into the data about Instagram influencers and their posts. Students are asked to provide recommendations to improve the influencer marketing programs for the company, and to explore whether and how to use …

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robinhood-logo

Robinhood case study (sentiment)

SENTIMENT ANALYSIS

Robinhood case study (sentiment)

Planning Robinhood’s Response to the GameStop Debacle (sentiment analysis) Try it! Set in 2021, the Robinhood case tracks the sentiments expressed via Twitter as Robinhood (the discount, online investment platform) processed orders for GameStop stock during January 2021. The volatile nature of GameStop trading caused Robinhood to take some restrictive measures that were not popular with …

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microsoft-logo-320×320

Telepresence case study (bass)

BASS FORECASTING

Telepresence case study (bass)

Forecasting Adoption of Telepresence Robot Technology (bass forecasting) Try it! In 2016, Microsoft explores the possible entry into the remote telepresence robot market. Using the Bass forecasting model, students must develop a 10 year forecast for robotic telepresence penetration in the US market based on a scenario that they develop (pessimistic, optimistic, etc. scenario for …

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mobile-games-logo

Mobile Game Apps case study (panel, sentiment)

PANEL DATA ANALYSIS, SENTIMENT ANALYSIS

Mobile Game Apps case study (panel, sentiment)

Mobile Games (sentiment analysis) Try it! Set in 2014, Mobile Apps is a case about the mobile app games market.  It requires the application of Excel’s Pivot Tables, Text and Sentiment analysis, and Panel Regression to determine whether a new game app is likely to be successful (profitable), what features (type of game, whether it …

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abcdemail

ABCDEmail: search engine analytics case study (panel)

PANEL DATA ANALYSIS

ABCDEmail: search engine analytics case study (panel)

ABCDEmail: search engine analytics (panel) Try it! Set in 2016-17, the case involves an email marketing company (anonymized) that used paid search campaigns and tracked keyword performance over a one-year period to understand how different keywords influenced impressions, clickthroughs, and sales.  The analyses using Excel’s Pivot Tables and Panel Regression of a large data set …

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durr

Dürr Environmental case study (segmentation, conjoint)

CONJOINT ANALYSIS, SEGMENTATION

Dürr Environmental case study (segmentation, conjoint)

Dürr Environmental (segmentation, conjoint) Try it! In early 2007, Dürr Environmental Controls, a German conglomerate with capabilities in this arena and extensive industrial operations in the US, was considering entering the US with one or more offerings.  A variety of features and capabilities are available to Dürr in considering market entry.  Dürr is one of …

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connector

ConneCtor PDA case study (segmentation)

SEGMENTATION

ConneCtor PDA case study (segmentation)

ConneCtor PDA (segmentation) Try it! The case presents a standard segmentation and targeting challenge facing Netlink in the early days of the smart phone market.  Students are asked to explore the essential elements of a segmentation study and the challenges faced in analyzing data collected and providing management insight based on the analysis.  This case …

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nutrine-logo

Can the Bunny Hop? case study (positioning)

POSITIONING

Can the Bunny Hop? case study (positioning)

Can the Bunny Hop? (positioning) Try it! This product positioning case explores the challenges facing Nutrine’s managers as they face stiff competition in the crowded gum and mint market. Students are asked to prepare recommendations for management as brand extensions are considered. Managerially complex 80% A case study is deemed managerially complex when its solution …

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ISBM logo

ISBM case study (segmentation, positioning)

POSITIONING, SEGMENTATION

ISBM case study (segmentation, positioning)

ISBM (segmentation, positioning) Try it! The ISBM is a non-profit global network of researchers and practitioners headquartered at Pennsylvania State University, largely supported by corporate membership fees. ISBM membership renewal was under pressure in 2008 due the economic downturn, the ISBM needed to determine how best segment and target its existing and prospective members to …

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Blackberry

Blackberry case study (positioning)

POSITIONING

Blackberry case study (positioning)

Blackberry (positioning) Try it! This product positioning case investigates the decisions being made by Research In Motion (RIM) as it considers an extension to the Blackberry smart phone.   It evaluates data gathered from smart phones users (several brands) and the features important to those users.  Students are challenged to determine the best approach to position …

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forte

Forte Hotel case study (conjoint, segmentation)

CONJOINT ANALYSIS, SEGMENTATION

Forte Hotel case study (conjoint, segmentation)

Forte Hotel (conjoint, segmentation) Try it! Forte hotel uses the Conjoint and Segmentation models to analyze customers’ preferences across a number of attributes under consideration during hotel design.  This case requires the evaluation and analysis of various bundles of attributes to determine the best combinations of attributes across multiple segments of customers.  This case demonstrates …

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heineken

Heineken case study (positioning)

POSITIONING

Heineken case study (positioning)

Heineken (positioning) Try it! Heineken NV. (HNV) is determining how to target the existing beer consumer in Spain while optimizing opportunities to attract new consumers. HNV is considering if its flagship Heineken brand and other brands it housed within the Spanish market (Amstel and Cruzcampo) were positioned effectively to reach the most important target markets. …

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pacific

Pacific Brands case study (segmentation)

SEGMENTATION

Pacific Brands case study (segmentation)

Pacific Brands (segmentation) Try it! Pacific Brand Limited (an Australian lingerie manufacturer) is facing a new “normal” of a slow, extended period of economic recovery.  Having just launched two new higher-end products, management is seeing a trend of trading down from department store product lines to discount store brands and private labels. Students are challenged …

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flip

FLIP Side of Segmentation case study (segmentation)

SEGMENTATION

FLIP Side of Segmentation case study (segmentation)

FLIP Side of Segmentation (segmentation) Try it! FLIP (www.learnwithflip.com) was incorporated with a vision of becoming India’s largest e-training and certification organization in the banking and financial services (BFS) industry.  Targeting such training and certification is critical to FLIP’s success.  Students are challenged to evaluate a questionnaire, analyze the market based on the respondent data …

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book

Bookbinders case study (predictive)

PREDICTIVE MODELING

Bookbinders case study (predictive)

Bookbinders Book Club (predictive) Try it! The Bookbinders Book Club (BBC) was established in 1986 for the purpose of selling books through direct marketing.  BBC built and maintains a detailed database of its members and is developing a program to improve the efficacy of its direct mail program.  Under consideration are three modeling approaches to …

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ford

Ford Hybrid Cars case study (bass forecasting)

BASS FORECASTING

Ford Hybrid Cars case study (bass forecasting)

Ford Hybrid Cars (bass forecasting) Try it! Set in the early years of the hybrid car introduction to the mass market, Ford must develop a sales forecast for its new line of hybrids to determine factory resources. Using the Bass forecasting model, Ford must determine how hybrid market share will increase in the existing gasoline …

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syntex

Syntex Laboratories case study (resource allocation)

RESOURCE ALLOCATION

Syntex Laboratories case study (resource allocation)

Syntex Laboratories (resource allocation) Try it! This case provides a vehicle for discussing issues such as resource allocation, judgmental calibration of response models and implementation. The work in the case received the Edelman Prize in 1988 and the associated videotape gives a fascinating view of the process and describes the outcome. * Please note this …

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ctek

C-Tek Corporation case study (resource allocation)

RESOURCE ALLOCATION

C-Tek Corporation case study (resource allocation)

C-Tek Corporation (resource allocation) Try it! In this resource allocation case, C-Tek Corporation must determine how to best allocate its existing sales reps and whether it is profitable to add additional reps. Managerially complex 40% A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is …

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french

John French CALLPLAN case study (resource allocation)

RESOURCE ALLOCATION

John French CALLPLAN case study (resource allocation)

John French CALLPLAN (resource allocation) Try it! Salesman John French is trying to determine how to best cover the stores in his territory. Using resource allocation, John determines how often to visit each store per quarter. Managerially complex 20% A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive …

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northern

Northern Aero case study (lifetime value)

LIFETIME VALUE

Northern Aero case study (lifetime value)

Northern Aero (lifetime value) Try it! Northern Aero is determining the value of their customer as well as their airline loyalty program. Using customer lifetime value, Northern Aero must determine the value of each customer segment and the return on investment of its loyalty program. Managerially complex 30% A case study is deemed managerially complex …

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suzlon

Suzlon case study (GE McKinsey matrix)

GE McKINSEY MATRIX

Suzlon case study (GE McKinsey matrix)

Suzlon (GE McKinsey matrix) Try it! Suzlon is a global player in the wind turbine industry. Suzlon must determine how its offerings compare to its competitors and what international markets to pursue. Managerially complex 30% A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is …

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convergys

Convergys case study (GE McKinsey matrix)

GE McKINSEY MATRIX

Convergys case study (GE McKinsey matrix)

Convergys (GE McKinsey matrix) Try it! Headquartered in Cincinnati, OH, Convergys is one of the world’s leadin providers of contract-based business process outsourcing services such as customer care (both inbound and outbound call handling for sales, marketing,and tech support), information management (e.g., billing and processing), and HR administration (employee care services such as benefits and …

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addison

Addison Wesley Longman case study (GE McKinsey matrix)

GE McKINSEY MATRIX

Addison Wesley Longman case study (GE McKinsey matrix)

Addison Wesley Longman (GE McKinsey) Try it! Publisher Addison Wesley Longman (AWL) is trying to determine how to prioritize promotional resources for three new textbooks. Using the GE McKinsey Matrix, AWL must determine which book(s) best match its strategic objectives. Managerially complex 20% A case study is deemed managerially complex when its solution is ambiguous, …

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hansenfoundation

The Gabriel Hansen Cancer Foundation case study (predictive)

PREDICTIVE MODELING

The Gabriel Hansen Cancer Foundation case study (predictive)

The Gabriel Hansen Cancer Foundation (predictive) Try it! The Gabriel Hansen Foundation is a nonprofit organization whose mission is to raise money to finance the Gabriel Hansen Institute’s research activities. After a few years of rapid growth, the amount of funds the Institute was able to raise flattened out, while the Institute’s needs continued to …

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