Commerce is all about adaptability. Business environments change, market trends fluctuate, and decision-making often involves incomplete or rapidly evolving data. Knowing a definition or formula by heart doesn’t mean you’ll know when or how to use it. This is where open-book exams come in.
Instead of testing what students can remember, open-book exams challenge them to use their resources wisely and apply what they’ve learned.
Case studies present students with complex, often messy, real-world scenarios that require them to think critically, consider multiple perspectives, and make informed decisions.
In an open-book case study, students might be asked to analyse why a global retailer’s profits are declining in a particular market. The task isn’t just to identify the issue; students need to propose strategic solutions. They might need to dig into external factors like changing consumer preferences or new competition, while also considering the company’s internal operations, financial health, and long-term goals.
This approach is supported by research from the Harvard Business School case method, which has long emphasised the value of students working through real-world challenges. The open-book format pushes this even further, encouraging students to pull from a wide range of resources—everything from lecture notes and textbooks to industry reports and real-time data—to build comprehensive, well-rounded solutions.
Commerce students are expected to do more than just understand theories—they need to know how to apply those theories in real business contexts. Open-book exams and case studies make this connection explicit.
Take the concept of market segmentation, for example. In a traditional exam, a question might ask students to define the term or list different types of market segments. That’s useful, but does it really show whether students understand how to use segmentation in real life?
In an open-book exam, students might be asked to segment a company’s customer base and recommend tailored marketing strategies for each group. This requires them to think critically about how different factors (age, income, lifestyle, etc.) influence consumer behaviour and, crucially, how businesses can use these insights to gain a competitive edge.
Research from the Journal of Marketing Education shows that open-book case-based formats significantly improve students’ ability to integrate theory with practice. When students know, they will need to apply their knowledge, they engage with the material more deeply and are more likely to retain key concepts over the long term.
Open-book exams and case studies mimic these real-world challenges. Instead of asking students to solve neatly defined problems with clear-cut answers, these assessments often present complex, ambiguous situations where there’s no single “right” answer. Students must analyse the available information, identify key issues, weigh trade-offs, and propose actionable solutions.
For instance, an open-book exam might present a scenario where a company is facing rising production costs due to global supply chain disruptions. The task isn’t just to describe the problem, but to recommend a strategy—perhaps diversifying suppliers, investing in new technologies, or renegotiating contracts. Students are expected to justify their choices using real-world data, referencing both their course materials and additional research.
This kind of training is invaluable in today’s commerce environment, where business leaders need to think on their feet and make decisions that can have far-reaching consequences. In a 2019 study from The International Journal of Business Education, researchers found that students who took open-book exams felt more confident tackling complex, unpredictable problems compared to those who took traditional exams.
This confidence is extremely critical as they transition from the classroom to the boardroom.
While the benefits of open-book exams are clear, implementing them effectively does come with challenges. For one, there’s a common misconception that open-book exams are “easier” because students have access to their materials. But they require a deeper understanding of the subject matter.
Students can’t simply flip through their textbooks for answers—they need to know where to find relevant information quickly and, more importantly, how to apply it.
From an educator’s perspective, designing open-book exams is more demanding than creating traditional tests. The questions need to be carefully crafted to assess more than just surface-level knowledge. They should push students to analyse, evaluate, and create—skills that are central to Bloom’s Taxonomy of higher-order thinking.
Moreover, instructors need to be clear about the goals of open-book exams.
By focusing on these objectives, educators can ensure that open-book exams are rigorous, meaningful, and aligned with the skills commerce students need to develop.
One of the most exciting aspects of open-book exams is how they promote lifelong learning. In the business world, success often hinges on staying up to date with new trends, technologies, and regulations. Open-book exams teach students that learning doesn’t stop when the test is over—it’s an ongoing process that requires continuous effort and curiosity.
Open-book exams mirror the realities of commerce—complex, dynamic, and constantly changing. They prepare students to think on their feet, adapt to new challenges, and make informed decisions based on real-world data. In doing so, they foster a deeper understanding of the material and encourage students to become lifelong learners.
In our next article, we’ll explore how Nergy Vidya is transforming the landscape of open-book case studies, bringing innovative approaches that enhance learning and problem-solving skills even further!
To be continued.