Using case studies in university‐level marketing education

Purpose The purpose of this paper is to develop a framework that can be used by marketing educators to evaluate the appropriateness of case studies for inclusion in a course. Design/methodology/approach This viewpoint paper represents the views of the author alone. Findings Selection criteria for the possible inclusion of specific case studies in a marketing course will be affected by the characteristics of students (prior experience, familiarity with subject matter), characteristics of the course (academic level, subject matter, managerial or non‐managerial orientation), and by characteristics of the case study (degree of realism, complexity, knowledge content, skills content, degree of decision orientation). Originality/value Suggests a practical way forward for marketing educators, particularly those new to the profession, when selecting case studies for incorporation into their course.