چکیده (انگلیسی):

The importance of marketing competence among recent graduates is well documented in pedagogical conversations concerning business education and training (Le Diest & 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.