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The When, Why and How of Case Method in Business Education
Tuesday, September 20, 201110:00am EDT
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About Global Business School Network
GBSN is a non-profit 501(c)(3) organization based in Washington DC working to strengthen management education for the developing world through a unique global network of business schools.
•International development capacity building programs
•Networking & collaboration activities and events
Visit us at www.gbsnonline.org
Member SchoolsExecutive Board• Kenan-Flagler Business School, University of North Carolina at Chapel
Hill• MIT Sloan School of Management• Stephen M. Ross School of Business at the University of Michigan• University of Maryland ‘s Robert H. Smith School of Business
Member Schools• Babson College• Chandaria School of Business, United State International University
(USIU)• Columbia Business School• Copenhagen Business School• Darden Graduate School of Business Administration, • Darla Moore School of Business• ESADE• Fisher College of Business at The Ohio State University• Fuqua School of Business• Fundacao Dom Cabral (FDC)• George Washington University School of Business• Gordon Institute of Business Science• Hong Kong University of Science and Technology• Haas School of Business, UC Berkeley• HEC School of Management, Paris• IEDC-Bled• IESE Business School-University of Navarra• IMT Ghaziabad
• IMD-Intl. Institute for Management Development• Indian School of Business• INSEAD• Institute of Business Administration Karachi• IPADE Business School• Koç University’s Graduate School of Business• Lagos Business School• London Business School• Mediterranean School of Business• National University of Singapore• SDA Bocconi School of Management• Strathmore Business School • St. Petersburg State University Graduate School of Management• Thunderbird School of Global Management• Tuck School of Business at Dartmouth• UCLA Anderson School of Management• University of Cape Town Graduate School of Business• University of Chicago, Booth School of Business• Umeå School of Business and Economics• UNISA Graduate School of Business Leadership• Universidad del Desarollo Escuela de Economia y Negocios• Universidad de los Andes School of Management • University of Stellenbosch Business School • University of St. Gallen • Wits Business School
• AACSB• Goldman Sachs• SIX Management AG (Swiss Stock Exchange)• Bill & Melinda Gates Foundation• Johnson & Johnson• International Finance Corporation (IFC)• Tanzania Private Sector Foundation• Aspen Network of Development Entrepreneurs (ANDE)• Association of African Business Schools (AABS)• Africa – America Institute (AAI)• European Foundation for Management Development (EFMD)• Society for International Development (SID)• Global Health Council• GlobalGiving• Business Call to Action (BCtA)• Principles of Responsible Management Education (PRME)
Our Partners
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• Guest BloggersThroughout September we'll feature guest bloggers and encourage active online
discussions. • Webinars
– The When, Why and How of Case Studies in Business Education, September 20th, 10:00 am EDT
– Mentoring Case Writers from Inspiration to Instruction, September 30th, 10:00 am EDT• Working Group
– Share ideas for teaching, learn about new cases from colleagues, and get advice about best practice for using cases in the classroom.
• Case Resources• Case Competitions
Please visit www.gbsnonline.org for more information on Case Method Month!
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Facilitators
Marc RobinsonDirector
Globalens, William Davidson Institute, University of
Michigan
Richard McCrackenDirectorecch
Global Business School Network
When, Why and How of Case Method in Business Education
Marc Robinson, Ph.D.
The William Davidson Institute
at the University of Michigan
Robert E. Kennedy, Executive Director
September 20, 2011
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Welcome• Marc Robinson
– Director of Educational Outreach, WDI• 2 years: +400% in case adoptions, +250 case studies
written• Formerly:
– Director of Distance Learning, Schoolcraft College– Senior Instructional Designer & Curriculum Specialist, Capella
University– Consultant in National Security and Anti-terrorism– USAF Officer
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Overview
• GlobaLens• Teaching & Learning theory• Case method
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Objectives• After participating in this seminar, participants will be able to:
– Describe the ways adults learn– Define action-based learning– Define case-based learning / “the case method”– Explain how case studies assist adults learn by providing action-based,
problem-base, active learning experiences– Describe how an instructor’s approach to teaching differs from
lecture-base learning to case-based learning– Identify resources for writing, publishing, and adopting case studies
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GlobaLens• Started 2007 as casewriting partner to the Univ. of Mich. Business School • Casewriting, publication, submitted materials• Marketing to educators globally• 400% growth in usage annually• Largest catalog of niche cases in select areas
– Social impact– Base of the Pyramid– Entrepreneurship
• Awards– 2011 University of Michigan Provost’s Teaching Innovation Prize– Oikos Case Writing Competition Winners– NextBillion Case Writing Competition Winners
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How adults learn• Adults need:
– The reason for learning something • Need to Know
– Experience (including error) to provide the basis for learning activities
• Foundation
– To be responsible for their decisions in education and involved in planning & evaluation of their instruction
• Self-concept
– Content and skills that that have immediate relevance to their work and/or personal lives
• Readiness
– Problem-centered rather than content-oriented learning
• Orientation
– Internal versus external motivators • Motivation
Teaching-Learning continuum• Teaching-Learning continuum:
– “Teaching” tools:• One way communication• “Sage on the Stage”• Student as passive receiver of knowledge• Like a play – the actor is the center of attention
– “Learning” tools:• Interaction and/or student-focused• “Guide on the side”• Student as constructor of knowledge• Like a video game –
the student is causing things to change, but within boundaries
13Teaching Learning
Teaching-Learning continuum• Teaching-Learning continuum:
– “Teaching” tools:• One way communication• “Sage on the Stage”• Student as passive receiver of knowledge• Like a play – the actor is the center of attention
– “Learning” tools:• Interaction and/or student-focused• “Guide on the side”• Student as constructor of knowledge• Like a video game –
the student is causing things to change, but within boundaries
14Teaching Learning
Case studies:• Action-based learning• Problem-based learning• Active learning• Experiential learning
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What is a Business Case?
• A teaching tool that tells a story about a situation that an organization faced.
• Designed to be solved through classroom discussion, there is no “right” answer.
• Central decision point, or dilemma, is crucial.• A central figure (often a CEO) that has to make
this decision in a given time frame.• Bias??
What a Business Case is Not• NOT a summary of the events at a
company.• NOT a research paper.
• In a business case, just present the information without leading students to a conclusion.
• NOT a marketing tool for the featured organization
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Case Method Formats• The Classic Case:
– Organized around a problem, challenge, dilemma– Detailed description of real situation– Intensive– Holistic vision of situation– Timeframe
• The Short Case (Mini-Case, Caselet):– Short, focused description of real situation. . . teaser
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Professor’s actions• Develop questions
– Clarify • “What do you mean by that?”
– Challenge assumptions • “Is that always the case?”
– Provide evidence • “What are your reasons for saying that?”
– Examine consequences • “How can we find out?”
• Guide into “pastures”– Initial concepts– Solve the problem– Generalize
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Case Method Advantages
• Personal• Real• Specific• Experiential
• Analytical• Logical• Team work opportunities• Communication opportunities
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Case Method Disadvantages
• Too specific• Post-hoc experience• Truncated experience
Case Development Process
1. Identify your teaching objectives2. Gather information from credible sources3. Create an outline4. First Draft5. Second Draft6. Citations7. Publishing
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Teaching Objectives• After discussing this case, students will be able to…
• Defend, justify, explain, determine…
After discussing this case study, students will be able to– empathize with the frustration and pain felt by urban residents
using transportation in cities around the world – assess the business opportunities for SMART's Integrated
Mobility Hub, which offers a more efficient and environmentally and socially sustainable transportation system
– make a pitch for SMART's Los Angeles Hub project to an investment firm
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Teaching Note• 4 major components:
– Overview– Purpose– Analysis– Pedagogy
• Overview:– The overview provides a brief but comprehensive summary of the
teaching material. It can include, depending on the type of teaching material:
• The context (the industry and geographic region, for example)• The setting (he organization, for example)• The situation which drives the action• The characters
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Distribution• Self-distribution• Distributors:
– Harvard– Ivey– ECCH
• University of Michigan:– GlobaLens:
• http://www.globalens.com
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Submitting materials• globalens.com/submissions• two-tiered review process
– documentation – professional publication review
• professionally edit and format the case study• 25% royalty
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The When, Why and How of Case Method in Business Education
Please visit www.gbsnonline.org for more information on Case Method Month!
