On May 24, 2021, "Case Action Pedagogy" seminar sponsored by the Management Case Study Professional Committee of Chinese Academy of Management and the Enterprise Innovation and Industrial Policy Professional Committee of China science and technology policy studies, and undertaken by the School of Economics and Management of UCAS, was successfully held in Zhongguancun campus of UCAS. Seven teams from six universities, including Beijing Foreign Studies University, Central University of Finance and Economics, Inner Mongolia University of Technology, China University of Petroleum (Beijing), Beijing Jiaotong University and the University of the Chinese Academy of Sciences, observered the course on site, and more than 100 teachers and students from many other universities watched the seminar all the way online.
At the opening ceremony, Shouyang Wang,former Dean of SEM, UCAS, Jingqin Su, Director of the Management Case Study Professional Committee of Chinese Academy of Management, and Gushan Shi, Office Director of Chinese Academy of Management, delivered speeches respectively. They expressed their understanding of the excellent case teaching method of business school from the perspectives of industry, learning and research. Shouyang Wang said that SEM of UCAS attached great importance to case teaching and he encouraged teachers and students to cherish this valuable opportunity and actively participate in the activity.
At 9 a.m., the course observation began. The course was taught by Professor Jingjing Du of the School of Business Administration of Anhui University of Finance and Economics. First, Professor Du led the audience to review the case background and guided them to think about problems to be solved. After that, each group had a heated discussion on the strategic positioning of "Zhuyeqing(tea)", and the focus of the discussion was "how to find the unique positioning of value". Then, each group reported in turn. After the report, Professor Du summarized the methodology of how the enterprise landed its strategy, positioned its strategic priorities and etc. through problem guidance and warm interaction, Professor Du brought a wonderful course experience to the on-site teachers and students.
Then Rongjun Yao, President of Junzhi consulting, commented on the reports of each group from brand positioning, brand strategy and enterprise operation to formulating enterprise differentiation route in combination with enterprise strengths, and explained in simple terms how to upgrade the enterprise system and achieve enterprise breakthrough under strategic thinking.
