Our literature has documented the value of using both the traditional (textbook) case method and the live case method for teaching students how to make effective marketing decisions. This article describes how the author used a combination of these two methods to further enhance student learning. This new hybrid method, termed the student authored case method, engages students in their learning process by requiring them to research, write, and present a marketing case study and solution for a live client. Others are encouraged to use this innovative teaching approach. The article provides key tips for successfully adopting the hybrid method.
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Douglas J. Lincoln (2006) studied this question.
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