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Journal of Marketing Education

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Live cases, where students work directly with an outside organization to solve real-world problems, can be an immersive learning experience for marketing students. Current scholarship on live case usage in marketing is limited to small samples from a handful of live case devotees. This article draws from a large, international sample of 169 marketing educators to investigate the perceived educational impacts of live cases on student skill development. Specifically, the paper explores student teamwork, conflict handling, time management, presentation, communication, and critical thinking skills. Additionally, the article explores how student skill development is affected by the amount of course time dedicated to the live case as well as faculty experience with live cases.


This is an Accepted Manuscript of an article published by Sage in Journal of Marketing Education on July 22, 2021, available online:

Cummins, S., & Johnson, J. S. "The Impact of Live Cases on Student Skill Development in Marketing Courses: Journal of Marketing Education , pp. 1-15. Copyright © [2021]. DOI:

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Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.