Marketing Management, 16th Edition by Philip Kotler, Kevin Lane Keller, Alexander Chernev: Case Background and Syllabus for a Case/Lecture-Oriented Course
This document provides information on how to effectively integrate case studies into a marketing management course. The resource highlights the importance of choosing appropriate cases, outlines the benefits of using cases, and offers a sample case analysis to help students understand how to approach these learning exercises. The text emphasizes the role of case studies in fostering active learning, critical thinking, and practical application of marketing concepts.
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