Using case studies in university-level marketing education

Brennan, Ross (2009) Using case studies in university-level marketing education. Marketing intelligence and planning., 27 (4). pp. 467-473. ISSN 0263-4503

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Purpose – The purpose of this paper is to develop a framework that can be used by marketing educators to evaluate the appropriateness of case studies for inclusion in a course. Design/methodology/approach – This viewpoint paper represents the views of the author alone. Findings – Selection criteria for the possible inclusion of specific case studies in a marketing course will be affected by the characteristics of students (prior experience, familiarity with subject matter), characteristics of the course (academic level, subject matter, managerial or non-managerial orientation), and by characteristics of the case study (degree of realism, complexity, knowledge content, skills content, degree of decision orientation). Originality/value – Suggests a practical way forward for marketing educators, particularly those new to the profession, when selecting case studies for incorporation into their course.

Item Type:Article
Research Areas:A. > Business School > Leadership, Work and Organisations
ID Code:3163
Deposited On:23 Nov 2009 10:48
Last Modified:05 Oct 2015 12:25

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