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A Study of ‘Demand Differentiation and Customization’ Interactive Case Teaching Based on the Marketing

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DOI: 10.23977/wepm2020.024


Hua Zhang, Qishou Zou

Corresponding Author

Hua Zhang


The ‘demand differentiation and customization’ interactive teaching is a teaching method that combines both traditional heuristic teaching and modern collaborative teaching. Its meaning is to achieve one-on-one interaction between students and the teacher in case teaching. Thus, specific answers are provided to different students’ questions when they are in the problem-solving process. This teaching method can prevent students from ‘eating from the same pot’, i.e. receiving the same reward regardless of the work done, and maximize the teaching efficiency and results in one-on-one teaching in class, and motivate the students to think actively. Meanwhile, this teaching method maximizes the teacher's control over the teaching and learning process in the interactions, which keeps students from free-riding in projects, arriving late and leaving early, and conducting other lazy behaviors following the crowd.


Interactive teaching, case teaching, marketing

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