Negotiation and conflict management skills have been identified as critical skills for students as part of their business education. In this paper, we have combined research on negotiation self-efficacy and pedagogical tools previously developed to support educational experiences for students in the classroom. Utilizing negotiation cases, we are able to test a student's ability to create and claim value, maximize goals, and avoid leaving unclaimed value on the bargaining table. The results demonstrate how the negotiation exercise in the marketing context is able to increase confidence and student negotiation skills through the testing of a negotiation self-efficacy scale. Pre-and-post survey results are compared and analyzed.