The Case Method in Marketing Education: A Two-Team Approach

Abstract

This article reports the successful use of a two-team case approach to teaching marketing problem-solving in a graduate marketing management course. For each case discussion, one team assumes the role of a marketing consultant, a second team plays the role of company management, and the remaining class members serve as company owners. Benefits to the students taught by this approach include increased experience in marketing application, reinforcement of marketing theory, and additional communication and interpersonal relations experience. The technique is presented in a ready-to-implement form for use by marketing educators.