Author ORCID Identifier

Cummins - https://orcid.org/0000-0001-7634-4940

Document Type

Article

Publication Date

Spring 2022

Publication Title

Journal for Advancement of Marketing Education

Volume

30

Issue

1

First Page

15

Last Page

26

DOI

https://www.mmaglobal.org/_files/ugd/3968ca_dc76813dd27242bab91dff257e1885dc.pdf

Abstract

Purpose of the Study: This study aims to improve the implementation of live cases (client-based projects) in marketing classrooms. Live cases involve direct interaction between companies and students and can be valuable pedagogical tools improving student learning and skill development. However, live cases can be difficult to implement, creating uncertainty for faculty and possibly tipping the risk-reward balance away from this approach. At present, the preponderance of live case research in marketing has been constrained to small sample sizes, leaving faculty to question whether the implementation insights provided will generalize across different contexts and faculty. Method/Design and Sample: This paper derives insights from an international sample of 169 marketing faculty who have experience implementing live cases in their classrooms. The results, from more than 3,500 sections of live cases in marketing classrooms, provide guidance on key considerations of live case design and implementation. Results: Findings provide prescriptive guidance to current and potential future live case adopters regarding which marketing classes are most conducive to the technique, optimal sourcing strategies for participating companies, best practices in implementation, and outcomes of live case usage. An easy-to-follow set of six best practices is included for those interested in improving or beginning live case implementation in marketing. Value to Marketing Educators: For marketing educators, this work can enable greater use of live case pedagogy and improve success and satisfaction, providing techniques for faculty by answering perennial questions in live case implementation and outcomes in a robust international sample.

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