Case-based teaching research of media management course

School of Journalism and Communication , Jiangxi Normal University, 330022 Nanchang City, Jiangxi Province, China

^* Corresponding author: zhangyan2006@jxnu.edu.cn

Abstract

The Harvard case has made a profound contribution to business education around the world. The course of Media Management is about business. In order to improve its teaching efficiency, Media Management adopted case-based teaching, and integrates the question and answer teaching and the story teaching in the case-based teaching. It conducted a full course description in advance in the first two weeks of the term, introduced core concepts of media management, and then assigned research tasks for Chinese and foreign media enterprises. In the mid-stage, background,factual knowledge and conceptual knowledge were explained, related stories were integrated and case teaching and question-and-answer teaching were used to make the classroom more interesting and practical. In the mid-stage, We conducted comparative teaching for two majors, each of which has two parallel classes, One is in the presence of case-based teaching, and the other is in the traditional teaching. Results showed that case-based teaching could significantly improve students’ academic performance. And the results also demonstrated that traditional teaching could improve students’ academic performance moderately. Students in group shared their research reports at the end of the term. Students’ group research report also enriched teachers' follow-up teaching resources.