The Design and Implementation of Case Studies for Marketing for Social Change

The Design and Implementation of Case Studies for Marketing for Social Change

Grant:
Gilbert Whitaker Fund for the Improvement of Teaching
Academic Year:
2017 - 2018 (June 1, 2017 through May 31, 2018)
Funding Requested:
$6,000.00
Project Dates:
-
Applicant(s):
solhart
Overview of the Project:
I propose the development of a series of hands-on, problem based case studies that will be implemented in COMM 417 / ENVIRON 417 - Marketing for Social Change. The case studies will be developed to promote the following course goals:

1) Mastery of course material - theory and application
2) Collaborative team learning
3) Skills in iterative problem solving for real world problems.

Funds are requested to support time to research relevant case studies and convert real world cases into classroom projects that will guide students through case-based problem solving class activities utilizing relevant class theory and content.
Final Report Fields
Project Objectives:

The primary objectives of the project were to develop and implement a series of case studies in COMM 417: Marketing for Social Change. The case studies were designed to encourage critical thinking in students in how they would address a critical issue and then compare their approach with what was implemented in the actual case.

Project Achievements:

The project led to the implementation of case studies throughout the second half of the semester. Students had a very positive response to the opportunity to work on practical issues related to communicating about pro-social behavior, and this was reflected in overall very positive student evaluations of teaching. The implementation of the case studies also improved the direct linkages between the class material and student ability to apply what they learn to real world situations.

Continuation:
I will keep using the case studies I developed for the course in the future.
Dissemination:
To date the primary method of dissemination has been through interpersonal conversation about the approach I am taking with colleagues at the University of Michigan and other institutions. I have submitted a proposal to talk about the case studies at the annual AEJMC (Association for Education in Journalism and Mass Communication) conference.
Advice to your Colleagues:
I think the main facilitator of success was having avenues for student feedback so that I could make iterative improvements to the case studies over the course of the semester.
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