出版社：Associação Nacional de Pós-Graduação e Pesquisa em Administração
摘要：The case method is an important learning-teaching tool process in business area. However since the beginning has generated polemics and controversies. This paper aims at discussing the case method in Business classes, more specically in marketing classes. For this purpose the theoretical fundamentals were studied by national and international academic publications. The conceptual aspects were complemented by a field research with 171 undergraduate students, 52 Master Degree and Doctorade Degree students and 80 MBA students totalizing 303 interviews. The results show that the students have a positive attitude in relation to the technique and they prefer Brazilian and actual cases, which involve recent situations of a company, ranging between 5 and 10 pages. The study revelead that it is important to instruct the students to the use and particularities of the method, highlighting his/he responsibilities to the success of the technique. It is recommend using the case method along with other teaching strategies.
