Bringing Business into the Classroom with Cases

Andrews, Scott ORCID: https://orcid.org/0000-0002-8771-8204 (2016) Bringing Business into the Classroom with Cases. In: Academy of Marketing Annual Conference: Radical Marketing, 5th-7th July 2016, Newcastle Business School, Northumbria University, UK. (Unpublished)

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Abstract

This Special Interest Paper explored how the use of the case method enables marketing management facilitators to draw insights from real world examples to enable learners to analyze, critique and make management decisions. This short workshop, run by The Case Centre and led by a case method expert, is an invaluable opportunity for delegates to find out more about case teaching by taking part in a case teaching session as a student. It is a great introduction to case teaching for newcomers and also suitable for case teachers looking for fresh inspiration in the classroom. It will demonstrate why the case method is such a powerful learning tool in management education. The Case Centre is renowned worldwide for its range of case method workshops, all run by internationally respected case method experts, including award-winning teachers and writers. Participants will take part in the session as students and will have the opportunity to read the chosen case study in advance which will be used on the workshop. The tutor will show how a short case, such as this one, can provide the basis for dynamic classroom discussion leading to new insights and understanding that meet pre-determined learning objectives across a multitude of disciplines within management education. Throughout the session, the tutor will demonstrate how to ensure maximum participant involvement and get the most out of the case study. By providing feedback on the mechanics of the teaching session both during and afterwards, the tutor will illustrate best practice and provide useful hints and tips on how to improve the classroom experience for both students and teachers. Briefly experiencing ‘life as a student’ is a great way for delegates to reflect on their own teaching styles and learn fresh tools and techniques. The tutor will also explain the key principles of the case method, discuss the benefits and pitfalls, share good practice, and encourage delegates to reflect on their own experiences.

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