Step into an Ivey classroom and you’ll notice right away – it’s not a traditional lecture. Instead of passively taking notes, students test ideas, challenge assumptions, and debate real-world issues through the case method: a powerful approach that builds critical thinking and prepares them for leadership.
A new video (above) takes you inside a recent case class on Unilever’s Dove brand, where Ivey students debated everything from marketing strategy to social responsibility. Was Dove’s "Real Beauty" campaign a genuine attempt to challenge beauty stereotypes, or simply a clever public relations move? Opinions clashed, cultural insights surfaced, and hands shot up around the room. The energy was unmistakable. This was learning in action.
What is the case method?
The case method isn’t about memorizing facts – it’s about actively listening, considering different perspectives, and making decisions under pressure.
“We learn together. My role as the faculty member is to facilitate the discussion. I can start the discussion, I can guide the discussion, I can ask some questions – but ultimately they're going to learn from each other,” said Kirk Kristofferson, an associate professor of marketing who led the class. “Ultimately, at the end, the students have to make a call, and they have to go and put themselves out there – I choose x, I choose y – and they have to support it. So they're very prepared when this happens in their careers – in their leadership roles on a daily basis.”
Benefits of case-based learning for students
The diversity of Ivey’s students makes these conversations even more valuable. Their global perspectives and professional backgrounds enrich every discussion – whether it’s a student connecting brand messaging to family traditions or sharing firsthand insights from working inside Unilever.
“I think having so many people who come from different countries in the classroom was enriching. It adds more perspectives, more cultural knowledge,” said Zuyi Jhon Torres, an MBA student who participated in the Dove case discussion.
Conclusion: Why case teaching matters
The case method is also central to Ivey’s Bold Ambition strategy. It reflects the School’s commitment to experiential learning, ensuring students learn by doing. It supports global reach, as perspectives from around the world challenge assumptions. And it develops leaders prepared to balance business performance with social impact – through cases that raise questions of ethics, responsibility, and societal progress.
Ultimately, Ivey graduates leave with more than knowledge. They graduate with judgment, confidence, and adaptability to lead in an uncertain world. The Ivey case classroom isn’t practice for leadership – it is leadership in action.
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