Abstract:

Traditional teaching methods that have been used for decades in higher education teaching and learning process have proven to be limited to certain extent when it comes to providing practical insight for students. Solution for better connection between theory and practice was found in Case Study teaching method. This paper aims to presents differences between traditional teaching method and innovative Case Study teaching method from the perspective of students at undergraduate level of studies. For the purpose of this paper a research was conducted among students at third and fourth/final year of undergraduate studies, who attended Strategic Marketing course based on case study learning method at Faculty of Organizational Sciences, University of Belgrade. Obtained results provided evidence that teaching Strategic Marketing course with innovative case study method gave better results, students were more interested in course, learning was easier and quicker, not only that they developed better problem solving skills, they also improved their analytical, presentational and work under pressure skills. They also underline problem of evaluating individual involvement in a team in case study teaching method comparing to traditional teaching method. Overall result was that Strategic Marketing course was ranked by student at the end of the semester as one of top 5 courses.

Keywords:

Case study, students, teaching methods, Serbia.