Beyond AR and VR: immersive techniques for effective case teaching

Purpose This study aims to investigate the integration of immersive techniques into case teaching to address the limitations of traditional static methods in management education. It explores how these techniques enhance student engagement, critical thinking and the application of theoretical concepts to real-world scenarios. Design/methodology/approach Adopting a phenomenological and self-reflective methodology, this exploratory study draws insights from the lived experiences of educators and students by using non-technological immersive methods such as roleplay, interviews, industry visits and product exhibitions. Findings The findings reveal that immersive techniques foster deeper cognitive, emotional and behavioral engagement among students, providing a richer understanding of complex business dynamics. However, implementation challenges such as resource constraints and the reliance on external stakeholders are noted. Practical recommendations are provided to overcome these barriers. Practical implications The study highlights scalable and cost-effective immersive methods, making them accessible for institutions with limited technological resources. By bridging the gap between theory and practice, these techniques equip students with the critical skills and competencies required for today’s workforce. Originality/value This research contributes to the existing body of literature by focusing on non-technological immersive methods, an area often overshadowed by studies on advanced technologies like virtual reality. It provides a framework for educators to innovate case teaching practices, enhancing the relevance and impact of management education.