Using Case Studies
in 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 shar...
Include information regarding:
• Location / availability
• Price ranges
• Reputation
• Notoriety among shoppers
from Chisi...
How well do YOU know the
Modovan market?
Which, in your opinion, is the most frequently
visited mall in Chisinau?
Metro
Su...
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 rel...
The prices of products sold in
commercial centers (2)
• Moldovan consumers perceive the prices
in MallDova as high (42%), ...
Design a contest
• Zorile is planning to launch several new
shoe lines on the Moldovan market.
• You are on the marketing ...
How do you evaluate the following
advertising campaign?
• Compania Zorile lansează pentru tine un concurs neobişnuit! Tot ...
Resources for Teachers
• The level of trust in means of information
• Soviet brands of ice-cream are still
preferred by Moldavian consumers
• The...
• unique, powerful and immediate resource
for teachers and students of Business
Studies
• constructed around a key element...
• lesson plans and worksheets
• Learning PowerPoint summaries of the
studies
• MP3 podcasts of the studies
• quizzes, cros...
The Times 100 is useful
because:
• It is produced by and with teachers to ensure it
is focused on the Business Studies cur...
For students
• revision quizzes,
• topical news alerts based on companies
making business headlines,
• background informat...
Case studies …
• refer to the collection and presentation of detailed
information about a particular participant or small ...
(Armisted 1984)
Instituted at Harvard Business School
in the 1950s as a primary method of
teaching, cases have since been
...
“ In addition, students are
encouraged to "generate their
own analysis of the problems
under consideration, to develop
the...
• Along the way, students also develop "the
power to analyze and to master a tangled
circumstance by identifying and delin...
Case-based Teaching
students develop skills in analytical thinking
and reflective judgment by reading and
discussing compl...
Basic Rules of using Case
Studies:
• Start with a real life example using various
resources
• Design a task –ideally pair ...
Case Studies in Teaching English
Case Studies in Teaching English
Case Studies in Teaching English
Case Studies in Teaching English
Case Studies in Teaching English
Case Studies in Teaching English
Case Studies in Teaching English
Case Studies in Teaching English
Case Studies in Teaching English
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Case Studies in Teaching English

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Case Studies in Teaching English

  1. 1. Using Case Studies in teaching Engish By Daniela Munca, PhD For the ETRC Fall School, November 2010
  2. 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. 3. Include information regarding: • Location / availability • Price ranges • Reputation • Notoriety among shoppers from Chisinau • Any other important details
  4. 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. 5. According to Magenta …
  6. 6. What influences Moldovan consumers’ choice most of all? (2 factors)
  7. 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. 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.
  9. 9. 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
  10. 10. 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 adresa electronicăinfo@zorile.md o fotografie cît mai interesantă cu încălţăminte.
  11. 11. Resources for Teachers
  12. 12. • 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
  13. 13. • 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
  14. 14. • lesson plans and worksheets • Learning PowerPoint summaries of the studies • MP3 podcasts of the studies • quizzes, crosswords and word searches to make learning fun
  15. 15. 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.
  16. 16. 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.
  17. 17. 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
  18. 18. (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.
  19. 19. “ 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).
  20. 20. • 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).
  21. 21. 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
  22. 22. 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

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