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.