Files

Abstract

Teaching through case studies is widely used by marketing and strategy instructors as it is a form of action learning that develops students’ hard and soft skills. However, case study writing has been far less used as a teaching method. This paper analyzes this teaching approach applied to a marketing course in a master program specialized in entrepreneurship. In this research, students were asked to write a case study based on a real life company facing a real life issue. They were also asked to prepare a teaching note to highlight the learning objective, suggest interesting questions to be asked during the case discussion, describe the issue and the lessons hat can be learned from the case study. Data has been collected from the summative and formal evaluation communicated to the students at the end of the class. These evaluations are made of quantitative assessments, based on a 1 to 5 scale and of qualitative comments meant to be argumentative.

Details

Actions

Preview