A CEMAL EKIN A LEARNING SITE MARKETING STRATEGY COURSE SYLLABUS COURSES V MUST READV TOP-TIPS DESCRIPTION CASE STUDY AS A LEARNING TOOL READINGS At a conference some years ago, I heard many science educators at all levels talk POLICIES about"doing science. " At first, it sounded somewhat strange. As I listened and REQUIREMENTS understood the phrase in context, it made eminent sense. They were simply saying the only way to learn science is by practicing it " In the same spirit, I say, let's de ASSIGNMENTS marketing "to the tune of cases What is a case study anyway? All case studies have one common goal: to help learn the subject matter in hand Therefore, you should not approach case studies as isolated assignments that you REMEMBER need to submit to get a passing grade. Basketball players shoot free throws during The most important practice so that it comes easier in a game setting. Likewise, cases allow learners to requirement is that practice and hone their skills in their chosen disciplines so that they can do it better everyone involved in the learning in real life process Learning changes the learner in overt and covert ways. Because of this, we do not Several requirements will help that happen but you spontaneously start exuding brilliance but our behavior, in the broadest sense of the must be in charge of your term, changes in many important ways. Since this change takes place in the learner, learning all the time it must rely on his or her mental processes. In other words, the learner must experience the phenomenon in a uniquely personal way many things, like riding a bike, need learning from our experiences In a similar way, we can learn from our experiences in studying marketing cases. In normal class settings, experiencing marketing may be difficult for variety of reasons. This is where cases emerge as substitutes for real life experiences A well-prepared case study, as a microcosm of real life gives the learner an opportunity to project him or herself into a situation and interact with the information and the imaginary participants in the case. From this interaction, all readers may extract slightly or substantially different learning experiences. In order for this process to be fruitful, the learner needs to treat the case as an opportunity, as a challenge rather than a chore, an assignment that must be completed, turned in and forgotten. the process of analyzing a case and discussing it with others is very much an integral part of the learning process How to get the most out of cases with corresponding data of different sorts. The selected case studies in a course need not be"current"to be instructional. Not every piece of information or data directly helps in understanding and analyzing the case. Separating the chaff from the wheat is an essential part of the learning process, as we must do the same in our Although everyone may develop his or her personal way of studying cases, some general guidelines may help the beginners. In the following section, you will find some general suggestions. You should take them as what they are: suggestions. Ne single analytical template will suit everyone 's or every case's needs to arrive at intelligent conclusions. If such a template existed, every decision maker would use it to make the best decision under all circumstances. obviously, this cannot happen In studying always remember that you are learning marketing. Learning at as you will, requires foundation knowledge ot rely on your common sense "as the sole or even most of your analysis. You need to useMARKETING STRATEGY COURSE SYLLABUS REMEMBER The most important requirement is that everyone be actively involved in the learning process. Several requirements will help that happen but you must be in charge of your learning all the time. CASE STUDY AS A LEARNING TOOL At a conference some years ago, I heard many science educators at all levels talk about “doing science.” At first, it sounded somewhat strange. As I listened and understood the phrase in context, it made eminent sense. They were simply saying, “the only way to learn science is by practicing it.” In the same spirit, I say, “let's do marketing” to the tune of cases. What is a case study anyway? All case studies have one common goal: to help learn the subject matter in hand. Therefore, you should not approach case studies as isolated assignments that you need to submit to get a passing grade. Basketball players shoot free throws during practice so that it comes easier in a game setting. Likewise, cases allow learners to practice and hone their skills in their chosen disciplines so that they can do it better in real life. Learning changes the learner in overt and covert ways. Because of this, we do not spontaneously start exuding brilliance but our behavior, in the broadest sense of the term, changes in many important ways. Since this change takes place in the learner, it must rely on his or her mental processes. In other words, the learner must experience the phenomenon in a uniquely personal way. Many things, like riding a bike, need learning from our experiences. In a similar way, we can learn from our experiences in studying marketing cases. In normal class settings, experiencing marketing may be difficult for variety of reasons. This is where cases emerge as substitutes for real life experiences. A well-prepared case study, as a microcosm of real life, gives the learner an opportunity to project him or herself into a situation and interact with the information and the imaginary participants in the case. From this interaction, all readers may extract slightly or substantially different learning experiences. In order for this process to be fruitful, the learner needs to treat the case as an opportunity, as a challenge rather than a chore, an assignment that must be completed, turned in and forgotten. The process of analyzing a case and discussing it with others is very much an integral part of the learning process. How to get the most out of cases Quite often, case studies will narrate the circumstances covering a particular period with corresponding data of different sorts. The selected case studies in a course need not be “current” to be instructional. Not every piece of information or data directly helps in understanding and analyzing the case. Separating the chaff from the wheat is an essential part of the learning process, as we must do the same in our professional lives. Although everyone may develop his or her personal way of studying cases, some general guidelines may help the beginners. In the following section, you will find some general suggestions. You should take them as what they are: suggestions. No single analytical template will suit everyone's or every case’s needs to arrive at intelligent conclusions. If such a template existed, every decision maker would use it to make the best decision under all circumstances. Obviously, this cannot happen. Suggestions In studying cases, always remember that you are learning marketing. Learning at advanced levels, as you will, requires foundation knowledge. Do not rely on your “common sense” as the sole or even most of your analysis. You need to use