Teaching Marketing Strategy through Case Studies: Empirical Observations

By Călin Gurău.

Published by The Learner Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

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

The International Journal of Learning, Volume 16, Issue 12, pp.439-450. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.211MB).

Dr Călin Gurău

Associate Professor in Marketing, GSCM - Montpellier Business School, Montpellier, France

Dr. Călin Gurău is Associate Professor of Marketing at GSCM - Montpellier Business School, France, since September 2004. He is a Junior Fellow of the World Academy of Art and Science, Minneapolis, USA. He worked as Marketing Manager in two Romanian companies and he has received degrees and distinctions for studies and research from University of Triest, Italy; University of Vienna, Austria; Duke University, USA; University of Angers, France; Oxford University and Southampton Business School and Heriot-Watt University, United Kingdom. His present research interests are focused on Marketing Strategies for High-Technology Firms and Innovative Pedagogy. He has published more than 30 papers in internationally refereed journals, such as International Marketing Review, Journal of Consumer Marketing, Journal of Marketing Communications, etc.

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