Kako pisati studije slučaja u edukaciji iz marketinga?
How to Write Cases and Teaching Notes in Marketing Education?
Apstrakt
Ovaj rad daje uputstva za pisanje studija slučaja i savete za nastavnike za realizaciju časova iz oblasti marketinga u visokom obrazovanju. Studije slučaja se često koriste u učenju koje se zasniva na rešavanju problema, gde se studenti ohrabruju da preuzmu ulogu onoga ko rešava problem. Preporuke za pisanje studije slučaja su zasnovane na analizi primera studija slučaja iz marketinga, objavljenih u najeminentnijim globalnim izdavačkim bazama, kao i na 15 godina iskustva autora u ovoj oblasti. U ovom radu objašnjava se proces pisanja studija slučaja u zavisnosti od izvora podataka, uz davanje odgovora na sva pitanja koja se javljaju tokom procesa. Pisanje uputstava za nastavnike predstavlja pripremu dodatnog materijala koji pomaže da predavač razume razlog za pisanje studije slučaja, pitanja koja mogu da se jave tokom pisanja, kao i profesionalne ili teorijske teme koje je potrebno spomenuti u okviru diskusije. Ovaj rad bi trebalo da doprinese interaktivnom učenju i da obezbedi predavačima detaljne preporuke za pisanje studija slučaja u oblasti marketinga.
Abstract
This paper presents guidelines for developing cases and teaching notes for marketing classes in higher education. Cases are often used in problem-based learning, where students are placed in a problem or decision-making situation and are encouraged to take the role of problem solvers. The recommendations for case writing are based on analysis of high-level examples of marketing cases, published in the most prominent global publishing databases, along with more than 15 years of experience of the authors. This paper explains the process of writing cases depending on the source of data and tackles all necessary issues that should be addressed. Writing teaching notes is focused on providing the supportive material for a case that helps a lecturer understand the reason for writing the case, the questions that might arise from it and the professional or theoretical points that should be raised in discussion. This paper should contribute to interactive learning and provide lecturers with detailed recommendations for writing cases in the marketing field.
Reference
- Asia Case Research Centre, Hong Kong University.(2016, October 16). Retrieved from http://www.acrc.hku.hk/casecompetition16/index.asp
- AT Kearney Slovenia. Connecting social media to mobile banking in mobile banking applications of SRC, Manager of the future 2012
- Balakrishnan, M.S. (2010). Writing cases: The difference from a case study research methodology and a teaching case study, Retrieved from
http://www.emeraldgrouppublishing.com/products/new/pdf/teaching_cases.pdf, - Burke, M.G., Carter, J.D. and Hughey, W.A. (2013). The use of case study competitions to prepare students for the world of work, Industry & Higher Education, Vol. 27, No.3, pp. 157–162.
- Chong, S. (2012). Academic quality management in teacher education: a Singapore perspective, Quality Assurance in Education, Vol. 22, No. 1, pp. 53-64
- Crespy, C. T., Rosenthal, D.W. and Stearns, J.M. (1999), Change and Growth: Advances in the Use of Cases in Marketing, Marketing Education Review, Vol.9, pp. 1-3
- Damnjanovic, V. (2011). Hyundai brand, The Case Centre, p. 98 – 104, CASE – Reference no. 510-038-1
- Damnjanovic, V. (2011). Touché solutions – response to “Y” generation, Emerald Emerging Markets Case Studies, Retrieved from
http://www.emeraldinsight.com/doi/abs/10.1108/20450621111114830?src=recsys &journalCode=eemcs - Damnjanovic, V. (2017). Fiat Automobile Serbia’s Brand Challenge: Proudly Made In Serbia Think Globally, Act Locally, Belgrade, Case from Belgrade Business International Case Competition in 2013, The Case Centre
- Damnjanovic, V.(2011). Marketing in Practice: Applying the Case Studymm Method, Belgrade, FON, pp. 88 – 97
- David F.R, (2003). Strategic management case writing: suggestions after 20 years of experience, SAM Advanced Management Journal, pp. 36-43.
- Emerald Emerging Markets Case Studies, Retrieved from http://emeraldgrouppublishing.com/products/case_studies/index.htm
- Farhoomand A. (2004). Writing Teaching Cases: A Quick Reference Guide, Communications of the Association for Information Systems, Vol.13, pp. 103-107
- Hall, H. and Witek, L. (2016). Conditions, Contemporary Importance and Prospects of Higher Education Marketing on the Example of Polish Universities, Procedia Economics and Finance, 39, 206-211.
- Hammond, J.S (1976). Learning by the Case Method, Harvard Business Review, pp 1-4.
- Harvard Business Publishing, Retrieved from https://cb.hbsp.harvard.edu/cbmp/pages/home
- Haskins M.E. (1992). Case Writing: Crafting A Vehicle Of Interest And Impact, Chapter 10, Technical Note titled “Case Writing,” UVA-G-0364, the University of Virginia Darden Graduate Business School Foundation
- Hawes, J.M (2004). Teaching Is Not Telling: The Case Method As A Form Of Interactive Learning, Journal for Advancement of Marketing Education – Vol. 5,pp. 47-54.
- How to write business case study. (2013, April). WDI Publishing, Retrieved from
http://wdi-publishing.com/DocFiles/PDF/cases/preview/WDI-1429140P.pdf - IMD Publishing. (2016). Retrieved from http://www.icmrindia.org/
- INSEAD Publishing. (2016). Retrieved from https://cases.insead.edu/publishing/
- Ivey Case Submission Guidelines. (2016). Retrieved from https://www.iveycases.com/media/3052/Case_ Submission_Guidelines.pdf
- Karns G.L (2005). An Update of Marketing Student Perceptions of Learning Activities: Structure, Preferences, and Effectiveness, Journal of Marketing Education, Vol. 27,pp. 163
- Kolb, A.Y. and Kolb, D.A. (2005). Learning styles and learning spaces: Enhancing experiential learning in higher education. Academy of management learning & education, 4(2), 193-212.
- Leenders, M.R., Mauffette-Leenders, L.A. and Erskine, J. A. (2001). Writing Cases, (Fourth Edition), Ontario, Canada, Ivey Publishing, Richard Ivey School of Business, The University of Western Ontario.
- Mijatovic, I. and Jednak, S. (2011). Attitudes toward active participation as predictors of student achievement–exploratory research from Serbia, The New Educational Review, Vol. 24, No.2, pp. 258-270
- Millar, L. (1999). Writing Case Studies: A Manual, Managing Public Sector Records: A Study Programme, International Records Management Trust, UK
- Rosenthal, D.W. (2015). How to Write Best-selling Cases. Retrieved from http://www.wacra.org/How%20 to%20Write%20Best-Selling%20Cases.pdf
- RSM Case Development Centre, Erasmus University,(2016). Retrieved from https://www.rsm.nl/fileadmin/Images_NEW/CDC/How_to_Write_a_Good_ Teaching_Case.pdf
- Salles, J.S., Salles, L. and Rosiele, F. (2015). A brief overview of the teaching case method in Brazil, Procedia – Social and Behavioral Sciences, Volume 174, 3641-3644.
- Sjoblom, L. (2015). Case Teaching Method, AABC Conference, GIBC; 17-20 May 2015, Retrieved from http://www.aabschools.com/cms/attachments/328/lief_sjoblom_aabs_conference_2015_emerald_mh_ edits.pdf
- Sjoblom, L. (2014). How to write a teaching note. Emerald Emerging Markets Case Studies. Retrieved from http://www.emeraldgrouppublishing.com/products/case_studies/authors.htm
- Swiercz, P.M. (2016). SWIF Learning: A Guide to Student Written-Instructor Facilitated Case Writing, World Association for Case Method Research & Application. Retrieved from http://www.wacra.org/Student%20Case%20Writing%20Guide%20-%20SWIF%20Manual.pdf
- The Case Centre (2016). Submission guidelines. Retrieved from http://www.thecasecentre.org/educators/submitcases/process/how
- The Case Centre, Cranfield University, UK, https://www.thecasecentre.org/main/
- The Times 100 Business Case Studies, Teaching Business Case by example, http://businesscasestudies.co.uk/
- Yadav, A., Lundeberg, M.A., DeSchryver, M., Dirkin, K. H., Schiller, N., Maier, K. and Herreid, C. F. (2007). Teaching science with case studies: A survey of faculty perceptions on the benefits and challenges of using cases. Journal of College Science Teaching, 37(1), 34-38.
