The Case Method And Teaching Marketing El Metodo Del Caso Y La Ensenanza Del Marketing

In the global environment, the case method is promoted, developed, utilized and constant innovation, including the use of information technology and communication (ICT) as a complementary part and greater interactivity for students, stimulating the progress of skills of them. However, its use and benefits fall mainly in private institutions, so dominant is estimated to encourage its use at public universities with administrative careers. With this perspective it developed a research with professors of 11 universities in Villahermosa, Tabasco, Mexico; which impart a degree in Marketing. The aim of the study was to analyze the use, design and creation of a business casoteca with teaching materials to support the Bachelor of Marketing of the Academic Division of Economic and Administrative Sciences (DACEA) of the Universidad Juárez Autónoma de Tabasco (UJAT). The research design was qualitative with empirical nature, based on the study of relationship between teachers with the case method, where data collection techniques appropriate to the study design was used. The analysis was qualitative with significant findings on the use of the case method by study subjects. Main research results denote that teachers perceived advantages to the use of the case method and claim that definitely helps in the formation and development of management and managerial skills of marketing students, because through them they can show real situations of enterprises, know the context and circumstances of the industry concerned.