<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt; mso-pagination: none;"><span style="font-size: 10pt; mso-bidi-font-style: italic;" lang="EN-AU"><span style="font-family: Times New Roman;">This paper showcases the innovative use of a case study in action.<span style="mso-spacerun: yes;">&nbsp; </span>It initially introduces a case study on the bottled water &lsquo;bling&rsquo; and its phenomenal success in recent times.<span style="mso-spacerun: yes;">&nbsp; </span>From a

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... marketing educator&rsquo;s point of view it provides an example of how to bring reality to the class room and gives students hands on consumer experience through active learning.<span style="mso-spacerun: yes;">&nbsp; </span>Details are provided on the in-class activity consisting of the case study, questions and guidelines for conducting the practice-orientated exercise.<span style="mso-spacerun: yes;">&nbsp; </span>The paper concludes with student feedback on the activity, which highlights the level of student engagement and motivation to learning and class participation.<span style="mso-spacerun: yes;">&nbsp; </span>It clearly shows that immersing students in the experience through active learning improves learning outcomes through concretisation of the concepts discussed in class. It also provides educators with recommendations for replicating this exercise.</span></span></p>