Class Projects as a Form of Instruction

Abstract

The use of the case method in marketing courses has become commonplace, and perhaps automatic, without much consideration of its intended role. While the case method is appropriate for educating marketing managers and subordinates who may gather and analyze data, business firms are not likely to hire undergraduate marketing students as managers. Therefore the undergraduate needs exposure to activities more like those to be experienced at entry-level positions. This article considers several innovative teaching techniques and suggests that the class projects offer a worthwhile solution.