Personal Brand Logo and Student Course Engagement in Undergraduate Introductory Marketing Courses

Personal Brand Logos (PBL’s)] have been utilized in business courses to encourage professional development (Montoya & Vandehey, 2002), leadership (Rampersad, 2009) and creative design (Kucharska & Mikolajczak, 2018) among others. This also comes on the helm of the Personal Branding Phenomenon (Khedher, 2018) which argues that individuals are adopting marketing principles to position themselves effectively in the professional landscape. The current study will extend the literature by adopting the Personal Branding approach to increase student success in the classroom. Students enrolled in an introductory marketing course were asked to develop a Personal Brand Logo (PBL) that they would wear throughout the course. Data was collected on knowledge and skill development as well as personal reflection essays. Findings support the utilization of PBL’s to encourage engagement and retention among all students and specifically among students who claimed low interest in the material.