The Strategy and Tactics of Cases in Marketing Education

Ross Brennan, Michael Harker

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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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 languageEnglish
Title of host publicationProcs of the 15th World Marketing Conference
Number of pages5
Publication statusPublished - Jul 2011
Event15th World Marketing Conf - Reims, France
Duration: 19 Jul 201123 Jul 2011


Conference15th World Marketing Conf


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