Live case study writing as a teaching method for experiential learning : are master students able to master it ?

Dubosson, Magali (School of Management Fribourg, HES-SO // University of Applied Sciences Western Switzerland) ; Emad, Sabine (Haute école de gestion de Genève, HES-SO // Haute Ecole Spécialisée de Suisse Occidentale) ; Pasquier, Maryline (School of Management Fribourg, HES-SO // University of Applied Sciences Western Switzerland)

Teaching through case studies is widely used by marketing and strategy instructors as it is a form of action learning that develops students’ hard and soft skills. However, case study writing has been far less used as a teaching method. This paper analyzes this teaching approach applied to a marketing course in a master program specialized in entrepreneurship. In this research, students were asked to write a case study based on a real life company facing a real life issue. They were also asked to prepare a teaching note to highlight the learning objective, suggest interesting questions to be asked during the case discussion, describe the issue and the lessons hat can be learned from the case study. Data has been collected from the summative and formal evaluation communicated to the students at the end of the class. These evaluations are made of quantitative assessments, based on a 1 to 5 scale and of qualitative comments meant to be argumentative.


Conference Type:
short paper
Faculty:
Economie et Services
School:
HEG-FR
HEG - Genève
Institute:
CRAG - Centre de Recherche Appliquée en Gestion
Subject(s):
Economie/gestion
Publisher:
Phoenix, USA, 4-6 April 2019
Date:
2019-04
Phoenix, USA
4-6 April 2019
Pagination:
3 p.
Published in:
Proceedings of the 43rd Annual Marketing Educators’ Association Conference
External resources:
Appears in Collection:



 Record created 2019-09-12, last modified 2019-10-17

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