Е.В.Зубкова, 1 Факультативный курс для аспирантов «Практика устной речи и кейс-анализ» Case-studies for research students – EL speaking and writing practice (40 минут)

Е.В.Зубкова, 2 Из чего состоит курс? 3 поточных занятия 5 практических занятий Обсуждение 4 кейсов Письменный анализ, дискуссия, групповые презентации Зачет

Е.В.Зубкова, 3 Part 1. Сегодня: Active learning Case-study как метод активного обучения особенности case-study какие бывают кейсы хореография курса ожидаемые результаты курса (Intended Learning outcomes) самостоятельная работа аспиранта цели преподавателя цели аспиранта (Competence building)

Е.В.Зубкова, 4 Case-study for developing skills People love stories – cases are stories with educational message Core of case-teaching – facilitation of students learning Setting objectives for students to reach Expectations for classroom performance

Е.В.Зубкова, 5 Особенности case-teaching Сочетание искусства и ремесла Метод проб и ошибок Саморазвитие: нет единого подхода к обучению кейсам Главное – создать условия для развития студентов

Е.В.Зубкова, 6 Case-study как метод активного обучения, Какие бывают кейсы? Harvard and Chicago – 1920s – slices of business reality in a class-room More than 80% of classes in Business schools currently are based on case studies

Е.В.Зубкова, 7 What is a good case? A good case: tells a story, has a controversy creates empathy with the central character includes a dialogue is relevant to readers serves a teaching function requires a solution of a Dilemma has a generality

Е.В.Зубкова, 8 Где брать кейсы? Сайт аспирантуры РЭУ: Aspirantura.rea.ru Your teachers password: aspirant2015

Е.В.Зубкова, 9 Хореография курса Presenting a scene for the case – a few words about the context, setting, importance Using good opening questions Involving as many students as possible into discussion Asking non-threatening questions Writing key points on the blackboard Structuring the discussion by asking leading questions As a closure - wrapping up the discussion and drawing conclusions

Е.В.Зубкова, 10 Хореография курса Контракт Участие всех аспирантов в работе в аудитории участники несут на себе ответственность за собственное обучение отношения между аспирантом и преподавателем– с самого начала курса - открытый контракт cо взаимными обязательствами

Е.В.Зубкова, 11 Самостоятельная работа Со стороны аспиранта – это 4 Ps: Preparation – if students do not read and analyze the case, and then formulate an action plan, the case discussion will mean little Presence – if a student is not present, he/she cannot learn and cannot add unique thoughts to the group discussion Promptness – students who enter the classroom late, disrupt the discussion and damage the decorum of the process Participation – regular participation, responsibility for sharing their understanding and judgment with the class to advance the groups collective skills and knowledge. Stress very early in the course the four Ps

Е.В.Зубкова, 12 Преподаватель – дирижер оркестра «Outstanding instructor must strive for excellence» The contract is a two way street Учим кейс-анализу, а не проходим его. Как? –через разработку системы задач, которые вы хотите решить в ходе кейс-анализа, –через набор вопросов, которые вы хотите поставить, чтобы раскрыть кейс.

Е.В.Зубкова, 13 Why learning by case-studies is interesting? Learning is a HARD work – the classes should be made enjoyable. Участники формируют навыки свободного выражения своих мыслей и отношений, оценивают проблему и альтернативы Они учатся отстаивать свою точку зрения в группе себе равных

Е.В.Зубкова, 14 Reminders to participants: 1.you will never have enough information 2.the most critical aspect of case analysis may be "identifying the problem" 3.you will never be sure you have identified the real problem 4.there is rarely one "right" answer - different answers may be somewhat right 5.accept that cases and managerial situations involve: ambiguous situations; multiple causality; inadequate information; no elegant solution

Е.В.Зубкова, 15 Reminders to participants: 6.acknowledge that personal values play a role in case analysis 7.no one (including the instructors) can "solve" the case 8.try to imagine "living" with the problem and your recommendations 9.try to avoid: –confusing symptoms with problems –making premature evaluations –blindly applying stereotypes to problems –accepting information at face value –judging behavior - we assume no one is "good" or "bad"

Е.В.Зубкова, 16 Принципы создания кейса Хороший кейс – это всегда конфликт или интрига Short, candid and revealing Sounds like a legitimate problem Has a candor (искренность, реальность) There is a pain point in it Opposing points of view are present in the discussion

Е.В.Зубкова, 17 Features of a good case It has to be specific Easily digestible Can be generalized 500 words, probably up to 1000

Е.В.Зубкова, 18 Brain-storming of three - a way to work at a case – Go ahead!

Е.В.Зубкова, 19 Part 2 : Format of case-analysis 1. Summary 2. PROBLEM (7-9 word narrative sentence) 3. Cast of characters1) people 2) organizations 4. Chronology 5. ISSUES 6. Options- pros and cons 7. Recommendations 8. Plan of action 9. Conclusions

Е.В.Зубкова, 20 I. The Summary The Summary should comprise about 10% of the original content of the case – the most vital points only (4-5 sentences). It is preferable (where the logic and the text permit it) to write the Summary in the Simple Present-Simple Past Tense.

Е.В.Зубкова, 21 THE MARIOKA MANUFACTURING I.Summary The Marioka Manufacturing, which is in abrasives and dominates Japanese and European market, wants to break into US market through an acquisition of Bendix. Bendix is going at a reasonable price, because of outdated machinery. There is half of staff willing to work for the Japanese company. The location is perfect because of the excellent transportation system. The only obstacle is difference in corporate culture.

Е.В.Зубкова, 22 II. The Problem. The problem is the nail, on which the picture called the Format hangs. The Problem is always a full sentence (the subject/noun + the predicate/verb) and a statement (not a question or a negation). The most vital part of the Problem is the predicate – the verb – as it carries the bulk of the information contained in the Problem. That is why it is not at all advisable (prohibited even) to use modal verbs or the verb to be for that purpose. The problem must contain no more than 7 to 9 language units (words) as its aim to compress a maximum of information into a minimum of streamlined form. Please avoid general and vague wordings.

Е.В.Зубкова, 23 II.The problem The Marioka Manufacturing considers breaking into US market through acquisition.

Е.В.Зубкова, 24 III. The Cast of Characters. This item lists: a) People and b) Institutions – but not everyone and everything that is mentioned in the Case – only those that you personally consider relevant to the Problem.

Е.В.Зубкова, 25 III.Cast of characters The Marioka Manufacturing - large Japanese corporation which is in abrasives. It dominates Japanese and European and wants to become global through an acquisition of an American company. Bendix - produced industrial clutches. It shut down last year and is completely outmoded. Mr. Yoshi Hajima - the director of the Marioka's Manufacturing International division considers the acquisition.

Е.В.Зубкова, 26 IV. The Chronology. The Chronology of a format is given in reversed time sequence – that means entry 1 states the most recent event and for example entry 4 – the most distant. Its purpose is to give an overview of cause and effective sequence.

Е.В.Зубкова, 27 IV.Chronology Marioka had about a 70% market share in Japan and had gained 25% shares in Western Europe Total worldwide sales were over 250 billion. Now - Marioka evaluates a proposal to acquire Bendix.

Е.В.Зубкова, 28 V. The Issues. Contains facts that stand in the way of solving the Problem; it presents conflicting viewpoints of the Problem and the situation described in the Case. Any given Format must contain at least 3 issues (you can have more Issues, but less than 3 is considered an infringement of the Format). They can be written in the form of a table or as 3 sentences of a definite type. (It is strongly advised to write Issues as full sentences).

Е.В.Зубкова, 29 V.Issues 1) Marioka wants to enter US market VS It can face protectionist measures 2) Bendix is going at a bargain VS It needs investment in updatingmachinery and training staff 3) Marioka wants to go global VS Very few companies achieve the original production level

Е.В.Зубкова, 30 VI. The Options The Options are ways of solving the Problem – suggested and formulated by you. Any given Format should contain at least 3 options (again, less than 3 is considered an infringement of the Format). They basically mean that Option 1 is supposed to be the best for the company which is dealt with in the Case. Every Option (usually given in the form of a full sentence) should be accompanied by a list of its advantages and disadvantages (Pros and Cons, Pluses and Minuses). Option 1 will, of course, have a bigger number of advantages, and option 3 – of disadvantages.

Е.В.Зубкова, 31 Acquisition of Bendix Advantages: Avoid limitations Cheap price Disadvantages: To many people for training Corporate misunderstanding

Е.В.Зубкова, 32 VII. Recommendation The Recommendation is written in the 1st Person Singular form (i.e., in my opinion / I consider / I suppose / It seems to me), as it is the item of the Format where you recommend one of the opinions as the course of action to be followed and supply the reasoning for your choice. Although option 1 is the best one, it is not always the most practical or the most realistic. That is why in the Recommendation item you give the explanation for your choice of the opinion.

Е.В.Зубкова, 33 VII Recommendation The Marioka Manufacturing should acquire Bendix to go global and expand it's sales. It will be able to have full control of the subsidiary, avoid limitations, and transfer goods easily (because of the excellent transportation system). Besides, Bendix is going at a bargain and there is half of staff ready to work.

Е.В.Зубкова, 34 VIII. The Plan of Action This item uses the option chosen by you as the basis for working out definite steps/measures to be undertaken by the management of the company dealt with in the case. It should be detailed and contain at least 5 steps (but preferably no more than 10). If the case itself is extensive, it is advisable to elaborate a two-phase Plan of Actions (Phase A: Steps 1 to 5, Phase B: Steps 1 to 5).

Е.В.Зубкова, 35 VIII.Plan of action a.Work out a business plan b.Discuss the terms of loan with the bank сElaborate a training program for 150 workers d.Work out a modernization plan e.Conclude a contract f.Employ a PR agency g.Start manufacturing and selling h.Pay off the loan

Е.В.Зубкова, 36 IX. Conclusion When working on a Case or writing a Format, you do not undertake any other role but that of an independent consultant hired by a company to help them deal with the situation at hand. The Format must be submitted printed on A4 sheets plus a cover with the title of the Case and your name / group number stated on it (See Model).

Study by case-analysis – perfect your English! Е.В.Зубкова, 37