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Research Seminar Series

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START DATE 07 December 2016

Oasis Theatre

END DATE 07 December 2016

An Exploratory Study of Undergraduate Students' Learning from Case Study Competitions in the United Arab Emirates

Muneeza Shoaib, Vijaya Kumar, and Neelofer Mashood

Middlesex University Dubai


This exploratory study aims to evaluate the effectiveness of case study competitions as learning tools from the perspective of undergraduate students who have already participated in such competitions in the United Arab Emirates (UAE). The study considers the affective, cognitive and skills development aspects of learning. Quantitative data is collected by surveying undergraduate students from various universities in the UAE who participated in any case study competition. This is done to understand the cognitive, affective, and skill development these students perceive to derive from participating in such competitions. The data is analysed with the help of frequency tables and descriptive statistics. The findings of the study affirm the benefits of the case method in promoting student learning and engagement even in a competitive environment. Most dimensions of the learning exhibit high mean scores and low standard deviation suggesting that the participants perceive case study competitions to have a positive impact on their learning and skills development. However, it is evident that the participants did not like the ambiguity associated with having to make decisions with incomplete information, especially in a competitive context. Moreover, they find library, referencing, and writing skills less vital to the learning process in case study competitions. The findings of this exploratory study are beneficial for educational institutions, professional bodies, and companies for the purpose of student learning and teaching, development of transferable and employability skills, and knowledge transfer between industry and academia in the UAE. The findings may also provide some insights to the organizers of such events and facilitate them in designing their marketing campaigns surrounding case study competitions. The education literature clearly highlights the benefits of the case method for active and experiential learning. Despite the increasing number of local, regional and global competitions, the larger number of graduates, and an extremely competitive work environment, the efficacy of such events in the various domains of learning has not been explored. This study aims to fill that gap.


Muneeza Shoaib is a Lecturer in Marketing and is the Campus Programme Coordinator for the UG BA Marketing and BA International Business Programmes at Middlesex University Dubai. She has a BBA (Hons) and MBA in Marketing from IBA- Pakistan and has also done her  PGCHE from Middlesex University Dubai. She has authored academic articles, presented papers in international conferences and written various cases studies for which she has received international awards. She is a regular content contributor and reviewer for Pearson Publishing for various marketing titles and has collaborated with Pearson on leading titles like ‘Marketing Management’ by Philip Kotler & Kevin Lane Keller and ‘Consumer Behaviour’ by Michael Solomon among others.

Dr. Vijaya Kumar received her PhD from Banasthali Vidhyapith University, India in 2013 in Financial management. Her research interests and publications include IFRS, banking and logistics industry. However, Dr. Vijaya’s passion is to promote the development of the student community. Dr. Vijaya has been extensively involved with mentoring and guiding students for case study competitions at regional and global level, which provides an opportunity for students to use their management and finance skills in a real-life situation. This passion of Dr. Vijaya led her to co-author the research paper titled “An Exploratory Study of Undergraduate Students' Learning from Case Study Competitions in the United Arab Emirates.”


Neelofer Mashood is a Lecturer at Middlesex University Dubai. She teaches Human Resource Management to  at the University’s Business School. She has a BSc and a MBA degree from Aligarh Muslim University, in India; an MA in Education in leadership Management and Change and a PG CertHE from Middlesex University. Neelofer has been teaching for the last 17 years and has research interests in Cross Culture Management; Localization policy; Entrepreneurial Research; and Best Practice in Higher Education.

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