Traditional cases, grounded cases, marketing plans, marketing capstone


In a marketing capstone course students convinced their instructor to replace several traditional case studies with a grounded case. Specifically, students asked to work on marketing plans for the School of Business and the university. The enthusiasm with which they tackled their work was remarkable. In addition to event details, student perceptions regarding the grounded case as compared to traditional cases, and hypotheses regarding the unusual levels of involvement, are provided. Students believed that the grounded case work, while much harder, was much more worthwhile than traditional cases. High involvement levels might be attributed to the fact that students initiated the project, that students were concerned about their university, and that they believed they would be taken seriously.

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