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Abstract
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.
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