Case Studies in Teaching English

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

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.

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

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

According to Magenta …

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

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

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.

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

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.

Resources for Teachers

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

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

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

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.

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.

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

(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.

“ 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).

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 combinationsâ€¦" (Merseth 1991).

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

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

Case Studies in Teaching English

by ETRC on Nov 09, 2010

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