Live cases, where students work directly with an outside organization to solve real-world problems, can be an immersive learning experience for marketing students. Current scholarship on live case usage in marketing is limited to small samples from a handful of live case devotees. This article draws from a large, international sample of 169 marketing educators to investigate the perceived educational impacts of live cases on student skill development. Specifically, the paper explores student teamwork, conflict handling, time management, presentation, communication, and critical thinking skills. Additionally, the article explores how student skill development is affected by the amount of course time dedicated to the live case as well as faculty experience with live cases.

现场案例，学生直接与外部组织合作解决现实世界的问题，对于市场营销学生来说是一种身临其境的学习体验。当前关于营销中活案例使用的奖学金仅限于来自少数活案例奉献者的小样本。本文从 169 名营销教育工作者的大型国际样本中抽取，以调查现场案例对学生技能发展的感知教育影响。具体而言，本文探讨了学生的团队合作、冲突处理、时间管理、演示、沟通和批判性思维技能。此外，本文还探讨了学生技能发展如何受到用于现场案例的课程时间以及教师在现场案例中的经验的影响。