Case Study as a Teaching Method in Marketing

Abstract

The traditional published case studies have been successfully used in marketing education for decades. However, recent changes in marketing practice, prompted by disruptive changes in the marketplace, highlight their shortcomings as an educational instrument. To remain relevant and deliver the desired learning outcomes, new or modified approaches to case-study teaching might be necessary. This chapter is structured as follows: first, the changes in business environment and their impact on marketing education is discussed. Second, the advantages and shortcomings of the traditional published case study as an educational instrument in marketing are presented. Third, new approaches to case study are critically evaluated. These are live case, participative case writing, and web-based cases.