The Strategy and Tactics of Cases in Marketing Education

Ross Brennan; Michael Harker

The Strategy and Tactics of Cases in Marketing Education

Ross Brennan, Michael Harker

Hertfordshire Business School

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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Abstract

To what degree have you considered your use of cases within your teaching? This paper suggests more and better planning and organisation at all levels from the individual and tactical through to the programme, group and academy is required if the method is to be used more effectively. It contains suggestions and criteria by
which such planning and decision making could be carried out, before reflecting on the value possible in producing case studies as a useful by-product of research projects large and small

Original language	English
Title of host publication	Procs of the 15th World Marketing Conference
Number of pages	5
Publication status	Published - Jul 2011
Event	15th World Marketing Conf - Reims, France Duration: 19 Jul 2011 → 23 Jul 2011

Conference

Conference	15th World Marketing Conf
Country/Territory	France
City	Reims
Period	19/07/11 → 23/07/11

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Brennan and Harker - WMC Accepted author manuscript, 257 KB

Cite this

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title = "The Strategy and Tactics of Cases in Marketing Education",

abstract = "To what degree have you considered your use of cases within your teaching? This paper suggests more and better planning and organisation at all levels from the individual and tactical through to the programme, group and academy is required if the method is to be used more effectively. It contains suggestions and criteria bywhich such planning and decision making could be carried out, before reflecting on the value possible in producing case studies as a useful by-product of research projects large and small",

author = "Ross Brennan and Michael Harker",

year = "2011",

month = jul,

language = "English",

booktitle = "Procs of the 15th World Marketing Conference",

note = "15th World Marketing Conf ; Conference date: 19-07-2011 Through 23-07-2011",

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AU - Brennan, Ross

AU - Harker, Michael

PY - 2011/7

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N2 - To what degree have you considered your use of cases within your teaching? This paper suggests more and better planning and organisation at all levels from the individual and tactical through to the programme, group and academy is required if the method is to be used more effectively. It contains suggestions and criteria bywhich such planning and decision making could be carried out, before reflecting on the value possible in producing case studies as a useful by-product of research projects large and small

AB - To what degree have you considered your use of cases within your teaching? This paper suggests more and better planning and organisation at all levels from the individual and tactical through to the programme, group and academy is required if the method is to be used more effectively. It contains suggestions and criteria bywhich such planning and decision making could be carried out, before reflecting on the value possible in producing case studies as a useful by-product of research projects large and small

M3 - Conference contribution

BT - Procs of the 15th World Marketing Conference

T2 - 15th World Marketing Conf

Y2 - 19 July 2011 through 23 July 2011

ER -

The Strategy and Tactics of Cases in Marketing Education

Abstract

Conference

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