Over a 30-year period, students in the Introduction to Marketing course were assigned a project to “invent” a new product and develop a complete strategic marketing plan within an assigned group, which they delivered in a written report and an oral presentation.  Students brainstormed to generate creative, innovative, futuristic products that they could effectively market. In addition to learning core concepts in marketing, students were able to apply this knowledge to a real world situation and develop valuable professional business skills such as communication, critical thinking, creative thinking, team-building, leadership, and project management.  For an instructor, the goals of this assignment were to challenge students to utilize their resourcefulness, demonstrate their capabilities, and enhance their skills; thus acquiring more than classroom marketing knowledge and which satisfy employers’ future needs.  For universities and business schools, this project worked toward fulfilling the AACSB requirements of Assurance of Learning and Outcomes Assessment.