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Implementing “Marketing Me”: A Simulation Enhanced Variant for a Student Self-Marketing Exercise
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-8155-6873
Simon Fraser University, Burnaby, British Columbia.
Simon Fraser University, Burnaby, British Columbia.
2016 (English)In: Journal of Marketing Education, ISSN 0273-4753, E-ISSN 1552-6550, Vol. 38, no 2, p. 83-89Article in journal (Refereed) Published
Abstract [en]

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

Place, publisher, year, edition, pages
2016. Vol. 38, no 2, p. 83-89
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-7328DOI: 10.1177/0273475316643567ISI: 000380995200003Scopus ID: 2-s2.0-84979666759Local ID: 5b02d2a4-0b24-4f6b-bf99-f400c6d69f82OAI: oai:DiVA.org:ltu-7328DiVA, id: diva2:980217
Note
Validerad; 2016; Nivå 2; 20160418 (andbra)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved

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Flostrand, Andrew

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