Examining learning experience using a storytelling case: A best practice case study
Abstract
Traditional marketing case analysis involves students reading from a textbook and writing an analysis paper, which consists of a summary of the present situation, root problem(s), presenting alternatives, evaluating strengths, weaknesses, opportunities and threats, and creating strategy recommendation(s). The idea of having students study case analysis in an alternative format was considered. A small, locally owned, upscale restaurant was chosen as the subject of a new case to be studied in a Master of Business Administration (MBA) marketing strategy course. Rather than having it presented in a written format, electronic storytelling was selected as the means for presenting the case. Approximately 250 students completed the case in an online course over a one-year period. The students completed an online survey after submitting case analysis papers. Survey data revealed that 92 per cent of the population thought storytelling was interesting, 78 per cent indicated that it improved their learning experience, and 79 per cent indicated that they would like more storytelling cases in the MBA strategy course.
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Author's Biography
Julia Cronin-Gilmore has earned the rank of full Professor at Bellevue University, where she teaches full time and is the Director of the Doctorate of Business Administration Program and Director of Marketing degrees. In 2017, Dr. Cronin-Gilmore received the ‘Excellence in Teaching/Training Award’ for higher education from the United States Distance Learning Association; in 2016, the ‘John R. Maenner Award for Excellence in Graduate Teaching’ from Bellevue University and in 2015, ‘Marketer of the Year’ from the American Marketing Association, Nebraska chapter, and a Pinnacle Award (perfect score) for a research project conducted for the Women’s Fund organisation. She received an ‘Excellence in Innovation’ award (2015) for creating an MS in Strategic Marketing degree at Bellevue University. In 2010, Dr. Cronin-Gilmore published a book titled Small Business Marketing Strategy. She holds a PhD in Business Administration, specialising in marketing; an MA in Management and a BS in Marketing.
Citation
Cronin-Gilmore, Julia (2022, September 1). Examining learning experience using a storytelling case: A best practice case study. In the Advances in Online Education: A Peer-Reviewed Journal, Volume 1, Issue 1. https://doi.org/10.69554/IXCP3248.
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