Rehearsing Campaign Planning at the Start of the Capstone Course: The Inverted Case Study Approach

Abstract

As they conduct the background research necessary to the creation of their own marketing campaign, students in the capstone campaigns course often find the first few weeks the least exciting and realistic of the semester. Layering a case study of a prominent campaign into this period adds back some of the energy of realism. A twist on the case study approach that requires the students to reverse-engineer the case campaign enhances their understanding and appreciation of the work they are engaged in for their own class campaign.