ERIC Number: EJ1108517
Record Type: Journal
Publication Date: 2016-Aug
Abstractor: As Provided
Implementing "Marketing Me": A Simulation Enhanced Variant for a Student Self-Marketing Exercise
Flostrand, Andrew; Ho, Jason Y. C.; Krider, Robert E.
Journal of Marketing Education, v38 n2 p83-89 Aug 2016
The use of student self-branding exercises in introductory marketing courses for undergraduate business programs has been growing in popularity due to a number of advantages for students. This article introduces implementation of the "Marketing Me" variant developed and used since 2013 by the authors, wherein alumni are brought in to engage with students in a simulated networking event context. This article shows results from postexercise surveys of both student and alumni participants indicating that this variant is strongly perceived to achieve two major goals: (a) enhance student understanding of segmentation, targeting, positioning strategies and (b) aid the students' preparation for the job and career search processes.
Descriptors: Marketing, Business Administration Education, Introductory Courses, Undergraduate Students, Alumni, Simulated Environment, Learning Activities, Student Surveys, Graduate Surveys, Instructional Effectiveness, Foreign Countries
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A
Identifiers - Location: Canada
Grant or Contract Numbers: N/A