Learning by the Case Method in Marketing

Introduces learning by the case method, with application to marketing learning. Places case learning in the stream of experiential learning and explains the advantages and disadvantages of experiential learning methods. Turning to case learning specifically, the note discusses the nature of cases, their construction using a physician-patient analogy, why companies cooperate with case writers, how cases are analyzed, the role of the case teacher, and the beneficial effects of successful case study. Concludes with some preparation guidelines for students and instructors and gives sources for further reading.