市场营销学中案例教学的应用探析

Application of Case Study Method in the Marketing Teaching

案例教学在美国几乎是与MBA教育同步发展起来的,据统计,美国500家最大财团的决策经理中,2/3是哈佛商学院MBA毕业的,但推广案例教学的难点和重点在于本科教育。试就如何在本科教学中实施案例教学提出自己的看法。

Case teaching method is grown up simultaneously with the MBA education.But the difficult and the focus part of the case teaching is on the undergraduate colleges.The paper put forward some suggestions on how to carry out the case teaching in undergraduate colleges.