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Web-Based Cases in Strategic Marketing

Steve W. Henson

Marketing and Business Law Department, College of Business, at Western Carolina University, Cullowhee

Pamela A. Kennett

Department of Marketing, College of Business Administration, at the University of New Orleans

Karen Norman Kennedy

Department of Management & Marketing, School of Business Administration, at the University of Alabama in Birmingham

Case analyses have been widely used in many different settings as a pedagogical tool that provides realistic analogs for encouraging students to develop managerially relevant skills. This article extends the traditional use of published cases and describes the development of Web-based cases for use in marketing courses. Web-based cases require the student to develop a current case by determining relevant company and industry material from Internet sources, identifying a problem, and providing analysis. Through this method, the student becomes more active in the learning process by being, in effect, both case writer and analyzer. This new type of case is compared with traditional cases, and feedback from the instructor and from students is provided. As an adjunct to traditional published cases, Web-based cases offer up-to-date, diverse case material that presents students with challenging, real-word experiences.

Key Words: case studies • Internet • Marketing Strategy course • case pedagogy

Journal of Marketing Education, Vol. 25, No. 3, 250-259 (2003)
DOI: 10.1177/0273475303257554
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