Although portfolios are relatively new to the classroom, they have been utilized as a marketing tool for a long time. For example, artists often showcase their work in portfolios. Portfolios are the centerpiece for presentation or discussion of their work with prospective employers. The purpose of this idea is to help students in Principles of Marketing master and apply basic marketing principles, along with the how-tos of portfolio development. During the semester, students make decisions about the what and how of marketing and portfolio construction, and it is this decision-making process that builds student involvement and interest in marketing.
Students also develop personal mission statements to focus on their core purpose.
The mission statements provide an opportunity for reflection and allow students to communicate their values and mission to potential employers. First, students determine their abilities, skills, work values, and interests. Then market research techniques are utilized to investigate the job market. This allows students to choose relevant segments of the employment market and concentrate their efforts on preparing for those selected markets. As prospective employees, students have the responsibility of promoting themselves to employers.