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An Exploratory Study of Factors affecting MBA Students Attitude towards Learning via Case Study Pedagogy: Insights from Advertising Literature

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  • Singh, Ramendra
  • Sinha, Piyush Kumar

Abstract

Case based pedagogy has become popular in most business schools today, since the pioneering efforts made by Harvard Business School, several decades ago. Although the case method approach stands firmly on grounds its effectiveness in ‘simulating reality of the business world’ in the classroom, yet it has its own limitations and cannot be used in all learning situations This article delves into both sides of the debate on the efficacy of case method for learning and through an exploratory study, models the attitude of MBA students towards the perceived learning aspects of the pedagogy. The premise of our beliefs-only attitude model rests on the conceptual analogy between a case study and an advertisement message as two similar forms of communication technology. Drawing heavily from the insights available in the advertising literature, the article suggests several hypotheses for future empirical validation.

Suggested Citation

  • Singh, Ramendra & Sinha, Piyush Kumar, 2006. "An Exploratory Study of Factors affecting MBA Students Attitude towards Learning via Case Study Pedagogy: Insights from Advertising Literature," IIMA Working Papers WP2006-11-05, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp01993
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    1. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
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