I stress the importance of their comments' complimenting and building upon previous ones. An important activity of the student as an active participate in learning is case analyzes. A case is designed to provide the student with data on real-life managerial problems, and case analysis is very useful as a stimulation of actual managerial activity. The success of the case method, however, depends on the student's preparation and active participation. During class discussion of cases, students are expected to participate with comments, questions, arguments, defenses, analyzes, recalled case information, and recommendations.
Students prepare the case report prior to class time.
Other means I employ to generate class discussions are the assignment of readings to be discussed by a student leader. For example, in several graduate level courses, I have developed a packet of reading materials consisting of current marketing journal articles. The articles are organized to support the key course concepts and provide the student with the ability to explore and evaluate the extensive body of published research. In addition, these readings allow the student to pinpoint areas in which research is lacking and to propose methods of narrowing gaps in knowledge. Finally, I place strong emphasis on class presentations.