On May 8, 2023, the Academic Degree and Graduate Education Development Center of the Ministry of Education officially announced the theme-based projects in 2022. The topic “Time-honored Brands Embracing New Consumption: A Case Study of Time-honored Brand Activation under the Background of Expanding Domestic Demand” led by associate professor Gu Leilei of the Business School was approved as a “Chinese Inheritance” themed project.

    The collection of theme-based projects organized by the Academic Degree and Graduate Education Development Center of the Ministry of Education and China Professional-degree Case Center is one of the key tasks of the Leading Group of Philosophy and Social Science Work of the Ministry of Education. The collection of theme-based projects revolve around four themes, i.e. “Beautiful China”, “Intelligent Manufacturing in the Great Country”, “Chinese Science and Technology Innovation” and “Chinese Inheritance”. After review and approval at three levels, including “review and recommendation by units”, “expert group review” and “review and confirmation by case expert committee”, a total of 420 projects from 150 units were approved.

    Case teaching is an important teaching method in management, which can effectively cultivate students' analytical abilities, promote teaching reform, and facilitate the organic integration of teaching and practice. The Business School and the MBA Education Center have long attached great importance to the writing, teaching and implementation of original cases in China, as well as the promotion and implementation of case studies. They have organized multiple seminars on case writing and teaching experience, e.g. the annual “Business Review” case competition for students, the annual student case writing competition and the annual teacher case writing competition, and have published a series of case collections such as “Selected Cases of Chinese Business Administration” and “Selected Cases of Business Administration Teaching”. The approval of theme-based projects by the Degree Center of the Ministry of Education is a phased achievement of the long-term focus of the Business School and the MBA Education Center on the development of teaching cases, which represents the expansion of the new direction of teaching case construction.