Marketing Student Portfolio Criteria
Learning Objective & Requirements
Learning Objective #1: Marketing Concepts
Demonstrate an understanding of the process of planning and executing marketing
strategies. Acceptable concepts include the 4 P’s (product, price, promotion, place),
distribution, sales management, market research, marketing/business environment,
customer relationships/target markets.
Requirements: 2 individual assignments plus 2 individual or group assignments
Learning Objective #2: Problem Solving/ Critical Thinking
Demonstrate marketing related problem solving skills using qualitative and/or
quantitative tools. Be able to develop feasible solutions within a fluid and situationspecific business environment. Specific skills to illustrate include analyzing critical
factors leading to the identification of a problem/opportunity, conducting an appropriate
analysis to generate information, and/or using information to develop suitable potential
solutions based upon available resources and restrictions. Must demonstrate the ability
to provide a solution or recommendation to a problem.
Requirements: 1 individual assignment plus 1 individual or group assignments
Learning Objective #3: Written Communication
Demonstrate the ability to collect, organize, interpret, and coherently present information
in written format. Use proper grammar and language for communicating in business
papers, memos, letters, reports, and proposals.
Requirements: 2 individual written assignments
Potential Courses
325 Buyer Behavior
350 Introduction to Sales
365 Principles of Retail Marketing
367 Principles of Global Marketing
370 Internet Marketing
425 Services Marketing
435 B2B Selling
443 Marketing research
446 Sales Management
450 Advanced Professional Selling
455 Database Marketing
458 Internship in Marketing
495 Marketing Strategy
325 Buyer Behavior
348 Integrated Marketing
Communications
350 Principles of Selling
355 Direct Marketing
365 Principles of Retail Marketing
367 Principles of Global Marketing
370 Internet Marketing
425 Services Marketing
435 B2B Selling
443 Marketing research
446 Sales Management
450 Advanced Professional Selling
455 Database Marketing
458 Internship in Marketing
495 Marketing Strategy
325 Buyer Behavior
350 Principles of Selling
348 Integrated Marketing
Communications
355 Direct Marketing
365 Principles of Direct Marketing
367 Principles of Global Marketing
370 Internet Marketing
425 Services Marketing
435 B2B Selling
443 Marketing research
446 Sales Management
450 Advanced Professional Selling
455 Database Marketing
458 Internship in Marketing
495 Marketing Strategy
Potential Assignments
Article evaluations
Case studies, case analyses
Presentations
Research reports
Sales or research
Sales role-plays
Other written assignments
Article evaluations
Case studies, case analyses
Group Projects
presentations
Research reports
Sales or research
Sales role-plays
Other written assignments
Administered Writing
Assessment (AWA)
Article evaluations
Case studies, case analyses
Evaluation from University
Formal business memo
Letters to outside business
Memo
Personal reflection papers
Research reports
Learning Objective #4: Oral Communication
Demonstrate the ability to collect, organize, interpret, and coherently present information
in oral format. Use situational appropriate grammar, language, and professionalism to
effectively convince/persuade an audience.
Requirement: Oral Communications effectiveness form or Oral Presentation Rating
form completed by the faculty member. If available, sales DVD/Video (optional)
Learning Objective #5: Marketing Metrics
Demonstrate an understanding of key marketing metrics and the ability to effectively
utilize them in the analysis and solving of marketing problems. It is critical that students
include an assignment where a discussion of the implications is part of the assignment.
Examples of key metrics may include but are not limited to those relating to:
 Marketing Planning and Customers: market growth rates, market share, marketing
cost per unit, customer acquisition costs, return on investment, and break-analysis
 Product, Price, Place, and Promotion Offerings: new product purchase rates, markup prices, advertising to sales ratios, gross rating points, response rates, conversion
rates, costs per click, transactions per customer, average transaction size, and brand
equity
 Sales Efforts: sales turnover rates, sales performance quotas, sales variances, and
straight and profit-based commissions
325 Buyer Behavior
348 Integrated Marketing
Communication
350 Principles of Selling
355 Direct Marketing
365 Principles of Retail Marketing
370 Internet Marketing
425 Services Marketing
435 B2B Selling
443 Marketing Research
446 Sales Management
450 Advance Professional Selling
455 Database Marketing
495 Marketing Strategy
348 Integrated Marketing
Communications
350 Introduction to Sales
355 Direct Marketing
365 Principles of Retail Marketing
367 Principles of Global Marketing
370 Internet Marketing
435 B2B Selling
443 Marketing Research
455 Database Marketing
495 Marketing Strategy
Book Review
Presentations of research
Role-plays
Sales presentations
(DVD/Video)
325 Buyer Behavior
348 Integrated Marketing
Communications
350 Introduction to Sales
355 Direct Marketing
365 Principles of Retail Marketing
367 Principles of Global Marketing
370 Internet Marketing
425 Services Marketing
435 B2B Selling
443 Marketing research
446 Sales Management
450 Advanced Professional Selling
455 Database Marketing
495 Marketing Strategy
Any group project in a
marketing class.
NB: DVD/Video must be cued
to the correct point of
evaluation.
Article evaluations
Case studies, case analyses
Group Projects
Memo
Research reports
Other statistical analyses
Other written assignments
Requirements: 1 individual assignments plus 1 individual or group assignment
Learning Objective #6: Work Effectively in Teams
Be able to work effectively with a group of other individuals to accomplish a mutual goal
and produce high quality outcomes. Demonstrate goal commitment, mutual respect,
effective communication, flexibility, and productivity. Be able to identify benefits and
difficulties of working in teams.
Requirements: Team effectiveness rating form completed by the faculty member for
whom the project was done and the corresponding team assignment or presentation
Learning Objective #7: Global Business Environment
Demonstrate an understanding of the global forces that shape firms’ domestic and global
strategies. Be able to analyze global potential through country analysis, which could
include the political, cultural, economic, and legal environments; as well as strategy
development and country risk/return.
325 Buyer Behavior
367 Principles of Global Marketing
495 Marketing Strategy
Article evaluations
Case studies, case analyses
Memo
Presentations
Research reports
Other written assignments
325 Buyer Behavior
350 Introduction to Sales
365 Principles of Retail Marketing
370 Internet Marketing
425 Services Marketing
435 B2B Selling
443 Marketing Research
446 Sales Management
450 Advance Professional Selling
495 Marketing Strategy
Any written assignment on
either a personal ethical
philosophy statement or
evaluation of business/firm
ethics.
Requirement: 1 individual or group assignment
Learning Objective #8: Ethical Business Practice Awareness
Demonstrate an awareness of and a personal philosophy toward ethical business
practices.
Requirements: 1 individual or group assignment