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Pregled bibliografske jedinice broj: 783491

Zbornik radova

Autori: Damnjanović, Vesna; Dlačić, Jasmina
Naslov: Perceived Students' Benefits of Case Study Learning in Marketing: Comparative Analysis of Croatia and Serbia
Izvornik: 24th CROMAR congress: Marketing Theory and Practice - Building Bridges and Fostering Collaboration - Proceedings / Mihić, Mirela (ur.). - Split : Faculty of Economics Split, CROMAR , 2015. 252-268 (ISBN: 978-953-281-067-7).
Skup: 24th CROMAR congress: Marketing Theory and Practice - Building Bridges and Fostering Collaboration
Mjesto i datum: Split, Hrvatska, 22-24.10.2015.
Ključne riječi: Student Benefits ; Case Learning ; Marketing Case Study Competition ; Croatia ; Serbia
Sažetak:
The main aims of this research paper are to identify, compare and contrast different perspectives of students from Serbia and Croatia regarding their perception of the case learning method. This research study investigates student benefits, problems and the most difficult tasks in strategic marketing competition, using the case study as an interactive learning method. A quantitative survey was conducted involving 30 respondents from Serbia and 28 respondents from Croatia. The findings have identified that the main benefits for using case learning for students both in Serbia and Croatia are: improving problem solving and analytical skills, argumentation skills and teamwork skills. Furthermore, the negative aspects of case learning have been explored. Based on the results, we found that the main challenges and issues for students in Serbia and Croatia are the facts that the case study does not have just one solution and that calculating the finance effects for the proposed marketing strategies can be difficult. // We also identify implications for professors of marketing strategy, dealing with case study analysis, and recommend the improvement of the 5Cs business solving methodology with a detailed presentation structure and marketing tools for analysis and a suggested marketing strategy for marketing case competition. This model should provide better direction for professors and students which could help them to improve the learning process with case study in the marketing field.
Vrsta sudjelovanja: Predavanje
Vrsta prezentacije u zborniku: Cjeloviti rad (više od 1500 riječi)
Vrsta recenzije: Međunarodna recenzija
Izvorni jezik: ENG
Kategorija: Znanstveni
Znanstvena područja:
Ekonomija
Upisao u CROSBI: Jasmina Dlačić (jasmina.dlacic@ri.t-com.hr), 27. Lis. 2015. u 20:07 sati
Napomene:
Sažetak rada objavljen je i u Zborniku sažetaka (str. 40). ISBN: 978-953-281-066-0.



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