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The strategy and tactics of cases in marketing education

Harker, Michael and Brennan, Ross (2011) The strategy and tactics of cases in marketing education. In: World Marketing Congress 2011, 2011-07-20 - 2011-07-23.

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Abstract

To what degree have you considered your use of cases within your teaching? This paper suggests more and better planning and organisation at all levels from the individual and tactical through to the programme, group and academy is required if the method is to be used more effectively. It contains suggestions and criteria by which such planning and decision making could be carried out, before reflecting on the value possible in producing case studies as a useful by-product of research projects large and small.