TY - JOUR
T1 - Using case studies in university-level marketing education
AU - Brennan, Ross
N1 - Copyright 2009 Elsevier B.V., All rights reserved.
PY - 2009/6/12
Y1 - 2009/6/12
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=67651097737&partnerID=8YFLogxK
U2 - 10.1108/02634500910964038
DO - 10.1108/02634500910964038
M3 - Article
AN - SCOPUS:67651097737
SN - 0263-4503
VL - 27
SP - 467
EP - 473
JO - Marketing Intelligence and Planning
JF - Marketing Intelligence and Planning
IS - 4
ER -