Empirical Analysis of the Efficacy of Marketing and HR Live Cases

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Conference Proceeding

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Live cases involve an organization coming to a college class to have students complete a real-life project for the organization. This paper analyzes student perceptions of their live case experiences partially based on andragogy theory. Based on a sample of 214 students from two universities, live cases in marketing and human resource management had ratings above 3.5 on a 1-5 scale based on general benefits gained and skill and career enhancements. Students perceived live cases as more valuable than case studies, and simulations. Live cases seem to have little perceived impact on career enhancement.

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