December 2-3, 2019. Shanghai – Around 128 faculty members from 86 schools and universities in Greater China visited CEIBS’ Shanghai campus on December 2-3 for the second batch of the 2019 Case Master Development camp.

In his welcome speech, CEIBS Case Center Director and Accounting Professor Chen Shimin introduced the major functions of his department, such as supporting CEIBS’ professors’ case development efforts. The center’s collaboration with 13 local business schools to establish the Shanghai MBA Case Development and Sharing Platform and to promote the Global Platform of China Cases (ChinaCases.Org) is another key function. Finally, promoting the development and teaching of China-focused cases through hosting the camp twice a year, and organising the Global Contest for the Best China-Focused Cases are also among the center’s most important tasks.

Professor Chen Shimin gave a welcome address

CEIBS faculty members, including Gong Yan, Professor of Entrepreneurial Management Practice; Lin Chen, Assistant Professor of Marketing; Liang Neng, Professor Emeritus; and Prof. Chen Shimin, elaborated on how to teach and develop cases. In addition, two CEIBS case writers shared their wealth of experience about case development. This experience sharing session, newly designed in response to feedback from participants at the first batch of 2019 Case Master Development Camp, was well received.

Specialising in lean start-up methodology, Professor Gong Yan expounded his views on models and test parameters of lean start-ups based on his case “The Lean Start-up: Fresh Fresh”, which gave participants a more profound understanding of the topic. He also referenced entrepreneurship, a discipline without much theoretical support, as an example to enlighten participants on case development and teaching.

Professor Gong Yan

Prof. Lin Chen impressed the class with her “FamilyMart: Internet + Strategy” case, which won the Best Case Award of 2016 Contest. She not only led a discussion on traditional retail businesses’ transformation amidst the new retail environment, but also shared four key learnings from her experience of case development and teaching: First, integrate theory with practice to solve a problem; second, try your best to follow your own teaching methodologies instead of following other established methods; third, leverage the writing on the blackboard to keep your students’ attention focused on your lectures; and, fourth, lend an ear to your students.

Professor Lin Chen

Prior to the class, participants had presented their questions and challenges regarding the process of case teaching. With these in mind, Prof. Liang Neng asked them to rethink and discuss problems they encountered during case teaching. Then he took the cases of Songshan Intelligent Technology as an example to illustrate the effects of case teaching, especially serial cases teaching. After that, he spoke about case teaching from a pedagogical and psychological perspectives, which deepened the participants’ perception of the case method.

Professor Liang Neng

Prof. Chen Shimin demonstrated a case he most recently developed for accounting and finance courses called “Stock Splits: PROFIT C&C and WOLW PHARMA” and illustrated the key to the development of high-quality teaching cases based on his own experience.

Zhu Qiong and Qian Wenying, who were amongst the Best Case Award winners, the further shed light on case writing methods from the perspective of case writers.

  
Prof. Chen Shimin gave a lecture; Case writers Zhu Qiong and Qian Wenying shared their case development experience

Participants were deeply impressed by CEIBS’ faculty’s profound expertise in case development and teaching as well as CEIBS’ excellent classroom teaching quality, as reflected by the following comments from some of those who took part:

“Thanks for providing a solid learning and communication platform for teachers dedicated to case development and teaching. I benefited a lot from the in-depth sharing from the three CEIBS professors and two CEIBS case writers during the two-day event. Good teaching facilities, a smooth process and high-quality counselling services have ensured the fulfilment of this camp’s training objectives.”

“CEIBS professors’ unreserved dedication to teaching, their skills in simplifying complicated matters, and the ‘faculty & students-centred’ service philosophy have left me with a deep impression.”

The CEIBS Case Master Development Camp is held twice a year. The next batch of the camp will be held in July 2020.