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 [Article] (doi:10.1108/02634500910964038)


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
Item ID: 3163
Useful Links:
Depositing User: Dr. Ross Brennan
Date Deposited: 23 Nov 2009 10:48
Last Modified: 13 Oct 2016 14:15

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