Use of marketing cases with an accompanying computer analysis package is becoming more prevalent in marketing courses. Many advantages and teaching pitfalls accrue to the use of such cases. This article discusses these advantages and pitfalls and presents the results of a study of student reactions to one such case in introductory and advanced marketing courses.
Get full access to this article
View all access options for this article.
References
1.
Day, George , Gerald Eskin, David Montgomery, and Charles Weinberg (1975), Cases in Computer and Model Assisted Marketing: Planning, Palo Alto, CA: The Scientific Press.
2.
Day, George S. , David B. Montgomery, and Charles B. Weinberg (1975), "New Tools for Teaching Marketing: Computer and Model Assisted Cases,"Proceedings, AMA Educators Conference, Chicago: American Marketing Association, pp. 643-648.
3.
Mentzer, John T. and James E. Cox, Jr. (1980), "Cases With Computer Analysis Packages Let Students Make Real Marketing Decisions,"Marketing News, 14 (December 12), 20.
