The Case for Using Live Cases: Shifting the Paradigm in Marketing Education

The rapidly changing nature of the workplace and the composition of the current generation of students call for new paradigms for delivering business education. Teaching, once largely a teacher-centered, product-based activity, is becoming increasingly student centered and process based. However, this approach raises significant problems for students, faculty members, clients, and institutions. The authors use an example of an interdisciplinary exercise in which students from both marketing and entrepreneurship courses were paired to develop marketing plans for small-business owners. Students derived significant benefits from this process-focused experience, such as development of skills in creativity, problem solving, critical thinking, and so on. The authors highlight issues that must be addressed and a range of solutions in order to facilitate this paradigm shift in ways that benefit all of those involved.