BCBUU Unveils its Case Center
Driven by the strategic mission in accordance to AACSB accreditation, BCBUU is determined to promote its case teaching and research, push forward the development and sharing of local cases in China, hence, improve the quality of core business talents it cultivated. After careful preparation and planning, on the afternoon of April 26th, the inauguration ceremony of the Case Center of Business College of Beijing Union University was held in Conference Room 201 of the Teaching Building on campus. Professor Mao Jiye of Renmin University of China Business School, Professor Wang Chongfeng, Director of Management Case Study Center of Qingdao University Business School, Dr. Xu Leiping, Assistant Director of the Case Center of China Europe International Business School (CEIBS), Director Xiong Wei of the Case Center of University of International Business and Economics International Business School, Professor Gu Yuanxun of School of Economics and Management of Beijing Jiaotong University and Professor Fang Hong of School of Economics and Management of Beijing University of Aeronautics and Astronautics were invited to attend and deliver keynote speeches. Yin Fubin, executive chairman, Chen Jianbin, executive dean, Guo Yanli, director of the case center of BCBUU, and representatives of faculty and students attended the ceremony. The unveiling ceremony and discussion session were presided over by Cui Jing, the vice dean.
In his opening speech, Yin Fubin welcomed and thanked the experts for their support and guidance on behalf of the college. He stressed that business education must keep up with the times and strengthen its engagement with industries and enterprises. It is expected that the case center, as an interdisciplinary and inter-field teaching and research service platform, will play a key role of team cooperation, school-enterprise cooperation, knowledge dissemination, innovation-driven development, etc., and further improve the quality of talent training.
In the key speech session, Professor Mao Jiye revealed the changes of current educational philosophy and teaching concepts under the theme of "The Significance of Case Teaching". He combined the needs and changes of students with the pain points of teachers, expounding the core concepts and advantages of case teaching in the era of mobile Internet plus. He encouraged business school teachers to develop and contribute more local cases, and use cases to better train students and serve the society.
In his speech entitled "Taking Advantage of the Situation, Make the Best of the Trend", Professor Wang Chongfeng shared the passion and devotion of his co-creation team with two award-winning cases. He thought that it was best to combine field investigation, continuous follow-up attention and high-quality case papers to form an integrated research.
In his keynote speech "Cultivating Systematic View of Chinese Case Method to Promote a New Development of Local Business Education", Dr. Xu Leiping illustrated the three stages of application of case teaching. On the basis of expounding systematic view of the case method, he shared the experience of case development of China Cases of CEIBS.
With the title of "Results-oriented Business Case Teaching" and combined with the learning goals of AACSB undergraduate programs, Director Xiong Wei shared how to stimulate students' enthusiasm, curiosity and innovation passion with cases in teaching through creating a case teaching ecology integrating online and offline, in-class and out-of-class activities.
In his keynote speech entitled "Case Study of Low Carbon Restructuring of Product Architecture", Professor Gu Yuanxun demonstrated in detail the specific process of data collection and analysis, theoretical sampling, coding analysis and restructuring in a case enterprise.
Professor Fang Hong expounded the teaching case development model based on SPS case study method in his keynote speech. He also shared the standardized logical outline of case writing extracted from the 100 excellent cases, as well as how to promote each stage of case development, case teaching and case study.
In the keynote report entitled "Triple Realm of Case Teaching", Professor Guo Yanli expounded three types of case teaching in combination with the difficulties and practical challenges faced by business educators. She pointed out that faculty need to learn more from business circles, dig into and learn from real cases, trigging thinking engines in practice, and realizing the two-way integration of theory and practice.
Chen Jianbin, Fang Hong and Gu Yuanxun jointly unveiled the name board of the case center. Cui Jing read out the list of members of the Case Center and guest researchers, including and the list of members of the expert committee. Guo Yanli was appointed as the director of and Liu Xiaomin was the executive deputy director. Dean Chen Jianbin and Director Guo Yanli jointly issued letters of appointment to the experts.
In his concluding speech, Chen Jianbin pointed out that case teaching is an important way to train business talents, and case study is an important way to produce new knowledge of business. The establishment of BCBUU Case Center provides a platform for business case teaching and development in the college, which is also an important measure for its new journey towards AACSB maintenance accreditation. The college will pay more attention to the comprehensive work of case teaching and research and development. The case center plans to build up its own system of case teaching, research and development through organizing further in-depth learning and exchange activities under the support and guidance of external expert resources. It will keep on exploring and practicing in the future teaching and research, and consolidating the knowledge, resources and intellectual foundation for core business talent cultivation.
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