Using an Intensive Living Case in Graduate Marketing Courses: Experiences from an International Project

This paper focuses on experiences with an intensive living case study that was effectively used in a two-week graduate marketing course; where students as well as instructors came from several different countries. The case study centered on a real-life marketing problem of a medium-sized United States firm, which expanded internationally and aimed at targeting large European markets. Within this paper, insights are provided on the course setting, the actual case learning process, student, organizational and faculty outcomes, and recommended best practices as a result of the experience.