Marketing Me: A Case Study on the Evolution of an MBA Marketing Competence Exercise

The importance of marketing competence among recent graduates is well documented in pedagogical conversations concerning business education and training (Le Diest and Winterton, 2005, Winterton et al., 2005 and Wellman, 2010). The current discussion offers a case study on the evolution of a reflective marketing competency exercise entitled, “Marketing Me.” Used as part of a core marketing course within a U.S. MBA program over a 10-year period, we describe how the one-page, one-hour assignment has not only led to successful learning and professional outcomes for students, but also improved faculty effectiveness when technological aspects were incorporated.