The Extended Case Study Method of Assessment in Marketing Education
نویسنده
چکیده
This paper advances the literature on the pedagogic role of the extended case study method of assessment in marketing education. It commences by outlining the traditional case study approach of assessment, and outlines its limitations. This critique leads to a discussion of the ‘middle ground approach’ of the extended case study, and consideration as to how it can be deployed in marketing assessment. The centrality of secondary research to the extended case study method is discussed. The article concludes by summarising what the author regards as some of the principal benefits emanating from the extended case study methodology of
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