Case Study in Teaching English, presented by Daniela Munca, PhD, from ASEM, ALC.

1. Using Case Studiesin teaching Engish By Daniela Munca, PhD For the ETRC Fall School, November 2010

2. Team Work “Ionel” has recently invested in a mega project to create new designs and to focus on a much wider market share – from young adults to elderly people. Several boutiques with the new designs will be placed in the most visited shopping places in Chisinau. Write a list of 5 shopping sites you would recommend Ionel and justify your choice.

3. Include information regarding: Location / availability Price ranges Reputation Notoriety among shoppers from Chisinau Any other important details

4. How well do YOU know the Modovan market? Which, in your opinion, is the most frequently visited mall in Chisinau? Metro Sun City Jumbo Megapolis Mall Elat MallDova Unic Gemeni

5. According to Magenta …

6. What influences Moldovan consumers’ choice most of all? (2 factors)

7. Why is Jumbo visited so rarely, even though it placed on the second place in the awareness top? Moldovan consumers rely heavily on (1) peer recommendations Unic (known in the past as the Central Department Store) and Gemeni (known as the soviet brand „Детский Мир”) are well known by local consumers as stores with a tradition coming from the old days

8. The prices of products sold in commercial centers (2) Moldovan consumers perceive the prices in MallDova as high (42%), and accessible only during sales (24%). On the second place in the „expensive top” is the center Elat: 39% consider its prices high and 11% believe that they are only accessible during sales.

13. Design a contest Zorile is planning to launch several new shoe lines on the Moldovan market. You are on the marketing team Design a competition which: - would increase the company’s awareness on the local market - attract younger clients - make the brand stronger in Moldova

14. How do you evaluate the following advertising campaign? Compania Zorile lansează pentru tine un concurs neobişnuit! Tot ce trebuie să faci, e să trimiţi la adresaelectronicăinfo@zorile.md o fotografie cît mai interesantă cu încălţăminte.

15. Resources for Teachers

18. The level of trust in means of information Soviet brands of ice-cream are still preferred by Moldavian consumers The internet vs. The elevator... or the evolution of public attitude towards advertising channels in Moldova How do the Moldovan people fight stress? Reading habits and intellectual health in Moldova 64% of Moldovans declare themselves happy and only 3% unhappy

20. unique, powerful and immediate resource for teachers and students of Business Studies constructed around a key element of the business studies curriculum. uses real information from the sponsoring companies helps students engage and learn Read more: http://www.thetimes100.co.uk/#ixzz14E8WBhif

21. lesson plans and worksheets Learning PowerPoint summaries of the studies MP3 podcasts of the studies quizzes, crosswords and word searches to make learning fun

22. The Times 100 is useful because: It is produced by and with teachers to ensure it is focused on the Business Studies curriculum the companies who take part understand the value to students of real examples of business practice the material is presented in different formats designed to enable all students to make best use of the material - from the printed page, to pdf downloads, to the new MP3 podcasts.

23. For students revision quizzes, topical news alerts based on companies making business headlines, background information on the companies who are participating, and a glossary of business terms.

26. Case studies … refer to the collection and presentation of detailed information about a particular participant or small group, company, organization, brand, phenomenon, etc. form of qualitative descriptive research look intensely at a sample, drawing conclusions in that specific context do not focus on the discovery of a universal, generalizable truth, nor do they typically look for cause-effect relationships; instead, emphasis is placed on exploration and description

27. (Armisted 1984) Instituted at Harvard Business School in the 1950s as a primary method of teaching, cases have since been used in classrooms and lecture halls alike, either as part of a course of study or as the main focus of the course to which other teaching material is added.

28. “ In addition, students are encouraged to "generate their own analysis of the problems under consideration, to develop their own solutions, and to practically apply their own knowledge of theory to these problems" (Boyce 1993).

29. Along the way, students also develop "the power to analyze and to master a tangled circumstance by identifying and delineatng important factors; the ability to utilize ideas, to test them against facts, and to throw them into fresh combinations…" (Merseth 1991).

30. Case-based Teaching students develop skills in analytical thinking and reflective judgment by reading and discussing complex, real-life scenarios Task based learning Active learning Project based learning

31. Basic Rules of using Case Studies: Start with a real life example using various resources Design a task –ideally pair work or team work Foster innovation and creativity Integrate such elements as poster making / Venn diagrams / oral presentations / role playing / etc Contrast and Compare using the original case study Debriefing: let students express their opinion