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Using case studies in university‐level marketing education

Ross Brennan (Middlesex University Business School, London, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 12 June 2009

Abstract

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.

Keywords

Citation

Brennan, R. (2009), "Using case studies in university‐level marketing education", Marketing Intelligence & Planning, Vol. 27 No. 4, pp. 467-473. https://doi.org/10.1108/02634500910964038

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited