The strategy and tactics of cases in marketing education

Michael Harker, Ross Brennan

Research output: Contribution to conferencePaper

Abstract

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
Number of pages5
Publication statusPublished - Jul 2011
EventWorld Marketing Congress 2011 - Reims, France
Duration: 20 Jul 201123 Jul 2011

Conference

ConferenceWorld Marketing Congress 2011
CountryFrance
CityReims
Period20/07/1123/07/11

Keywords

  • marketing
  • marketing education

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