Bringing Case Discussions to Life: The Whip Interactive CD Case Professor Brian Wansink BusAdmin, AgEcon, & Advertising What do you mean, “Case Study”? They’re used to teach decision making “Here’s a scenario, what are you going to do?” Learn by “virtual” doing
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Bringing Case Discussions to Life: The Whip Interactive CD Case
Professor Brian Wansink
BusAdmin, AgEcon, & Advertising
What do you mean, “Case Study”?
They’re used to teach decision making
“Here’s a scenario, what are you going to do?”
Learn by “virtual” doing
There is often no one “right answer”
The focus is on process rather than content
Case Studies: Advantages and Disadvantages
They can motivate with real situations
They train people to think and communicate
They can be overwhelming or boring (“20/20” cases)
They need discussion & interaction for full value
They can’t be used for distance learning
Phase 1. Paper Case: WWHP FM -- The “Whip”
A struggling new radio station in Farmer City, IL
“The best in blues, rock, country rock & bluegrass”
Lots of problems--> Mktg, acctg, econ, finance, ob
Wrote a paper case in 1998
27 meetings; 34 interviews; 15 months; 4 people
Took video footage
Practice tested in summer 1998
Ready for fall MBA courses
Phase 1. Paper Case: Results
Used across 6 different classes with 200 MBAs in 9/98
Integrated: 6 different angles at the case
Paper version with video-taped interviews
Case was a big hit
Small business in a cool industry
Video made it work
Phase 2. Interactive CD-ROM
Interactive CD-Rom--> $5,900 ETB grant (12/98)
Embedded point-and-click interviews
Three questions to answer
--> with feedback!
Meet Your “Virtual MBA Team”
Real MBA students -- scripted advice
Phase 2. Interactive CD-ROM: Objectives . . .
Offer a vivid, engaging, interactive learning tool
Promote Illinois Technology & Integrative Core
Showcase student talent, smarts, and character
Use as a recruiting tool
Disseminate to other schools
Phase 2. Interactive CD-ROM: Results
Ed Tech Grant for $5,900 --> Actual cost = $19,400
$6,200 from other sources; $7,300 from BW
Burned 300 CDs ($4.70/apiece)
1 CD per team of 4 MBAs
“Use and return” policy
Great student feedback (see Daily Illini story)
Great professor feedback
Ultimate Dream . . .
It’s amazing what they’re doing with educational technology at Illinois.
This Whip case is a great example. It leverages interactive technology and goes over really big with the students.
It’s even starting to be used in other schools.
Phase 3. Web version
Mary Ellen Micheal --> Hassan Aref --> Lanny Arvan --> CET
Increase the interactivity
Modify it for distance learning
Develop an interactive teaching note for all courses
Mini-version for program and tech promotion purposes
Channels of Distribution
Distance learning programs?
Phase 3. Web version:Next Steps in Dissemination
How can we promote the Illinois Ed Tech advantage?
How can we disseminate this widely?
What are sources of funding exist?
What distance learning programs could use this?
Stephen Cheng (MBA 1999) --> Developer
Adam Brasel & Kyle Harimoto --> Co-authors
Actors, play-testers, brain-stormers
Illinois MBA program
Lanny Arvan & CET
ETB and its committee members
A lesson on gambling . . .