Experience-based learning requires specific tools that offer students the opportunity to apply theoretical concepts and models to real-life situations. Among these available tools the most widely used are case studies. Despite the importance of case study methodology for experience-based learning, no paper has studied the specificities of using various types of case studies in relation to their level of complexity and interactiveness. This article attempts, on one hand, to identify the pedagogical application of various types of cases studies by the professors of Montpellier Business School, and, on the other hand, to comparatively analyse the perceptions expressed by undergraduate and graduate students regarding the effectiveness of using different types of case studies in a marketing strategy course. The results indicate a clear difference between the perceptions expressed by graduate and undergraduate students: if undergraduate students are mostly satisfied with the existing case study methodology, graduate students require a better connection with reality and with their personal objectives for professional specialisation. The paper ends with a series of practical popositions for improving case study methodology, based on the main findings of this study.
|Keywords:||Case Studies, Pedagogical Methodology, Strategic Marketing|
Associate Professor in Marketing, GSCM - Montpellier Business School, Montpellier, France
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