The Use of Videotaped Cases in the Teaching of Marketing

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Abstract
This article discusses an alternative to the traditional use of business cases in marketing courses. The skills required of a student in dealing with written case materials are quite different from skills later needed on the job: listening, taking notes, and formulating responses to problems communicated verbally. The author has developed several variations of audiovisually based cases. Advantages and disadvantages of these pedagogical alternatives are discussed.

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