Abstract
Abstract 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 , 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.
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