Bringing Business into the Classroom: Using Case Studies as an Instructional and Evaluation Tool

1
Bringing Business into the Classroom Using Case
Studies as an Instructional and Evaluation Tool

• Lara Bruhn, Instructor
• Marketing Department

2
What is a case study?

• Rogers, in Business Analysis for Marketing
  Managers (1978) . . . defined the case study as.
  . . describing events in a framework within an
  environment. The problems are not always
  highlighted or even made clear they emerge as
  the case material is subjected to analysis. A
  conclusion is not necessarily stated nor is the
  situation reached in the case irreversible. It is
  usually possible to take over operations at a
  suitable point in the role of an external adviser
  or from a position in the case.

http//en.wikipedia.org/wiki/Case_study (11/1/06)
3
Why do a case study?

• Active vs. passive experience
• Requires application of knowledge
• Opportunity to integrate knowledge
• Opportunity to demonstrate creativity
• Hones decision making skills
• Low risk environment
• Makes for good class discussion

4
Case studies as evaluation tools

• Choose a case study suitable for LCOBA undergrads
• Choose one that involves topics covered in course
  material
• Provide questions to guide their thinking (see
  sample)
• Be prepared with a flexible template to grade
  against

5
Case studies as instructional tools

• Use Socratic method ask questions to draw out
  responses
• Relate material to what is happening in case and
  vice versa
• Refer to specific students good ideas to
  encourage them to participate

6
Watch out for

• Groupthink
• Cheating
• You vs. them

7
Where to go for more information

• http//www.mtholyoke.edu/acad/programs/wcl/casemet
  hod/teaching.shtml
• Harvardbusinessonline.hbsp.harvard.edu
• http//tlt.psu.edu/suggestions/cases/foster.html
• http//www.vanderbilt.edu/CFT/resources/teaching_r
  esources/activities/case_studies.htm