bissett professional portfolio (december 2014)
TRANSCRIPT
Bissett Professional Portfolio
ContentsWhat is the Bissett Professional Portfolio What are the portfolio components
What experience is eligible
How is the portfolio integrated into the degree
HowdoIgetmyexperienceverified
How will this impact me
Portfolio examples Bissett School of Business Marketers
Gathering data and support Assembling your portfolio
Using your portfolio Building a digital strategy
Distributing your portfolio
Prepare for Success
Appendix (FAQ)
1 3
5
10
12
15
16 16
17 17
19 20
21
22
24
page 1
Bissett Professional Portfolio
Exclusive to the business program at Mount Royal University your Bissett Professional Portfolio is a centralized collection of experiences documen-tation and other artifacts that graduating business professionals use to provide evidence of skills and abilities
Your unique and personalized portfolio will be based on the past present and future developed throughout your degree
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
In summary your Bissett Professional Portfolio isbull A toolkit to help you discover and express who you arebull A dynamic collection of materials or artifacts which summarize
document and highlight the best of who you are what you have done and what you hope to do
bull A public platform designed in collaboration with industrybull A medium to transform intangibles into tangiblesbull A medium to build professional marketing confidencebull A medium to provide evidence of potential to targeted audiencesbull An integrated component of your bachelorrsquos degreebull A road-map to achieve your vision andbull A collection of experiential opportunities to build confidence and
reputation
page 2
Aspiring towards success
A vision is a set of ideas that describe a future state A professional vision provides a sense of aspiration it stretches the imagination It gives shape and direction to the future and makes it easier to define the actions that will help to achieve goals
Your own professional vision is alive and evolving Therefore proper consideration of your vision is integral if you want to arrive at a successful professional destination
Your toolkit to success Developed collaboratively with key stakeholders and industries the Bissett Professional Portfolio is structured to provide you with a uniquely customizable relevant useful platform to articulate your vision and aspire towards professional success
ldquoThe future depends on what we do in the presentrdquo- Mahatma Gandhi
ldquoAmbition is the path to success Persistence is the vehicle you arrive inrdquo- Bill Bradley
WHAT IS YOUR
VISION
page 3
Skill Development900 hours
Portfolio components
Ongoing development throughout your degree
Professional Experience
Networking
Workshops
Unique Artifacts
Volunteer Experience
PersonalEngagementExperiences
+
+
=
=
Portfolio
+
Achieve your professional vision
page 4
How will this help me
bull 250 000 Canadians graduate from university each year
bull 20 are business students
bull GPA is ranked 1620 in importance as a factor for employers when hiring a new graduate
bull lsquoSoft-skillsrsquo are ranked as the most important factor
bull Upon graduating you will need tell your evidence-based story through a customizable and relevant platform
The Bissett Professional Portfolio is your toolkit to capture and manage the development of your
personal skill-sets throughout your degree
bull The workforce is highly competitive to those who are unprepared
page 5
What experience is eligible
The goal of your Bissett Professional Portfolio is to track the devel-opment of skills supported through evidence that are valuable to potential employers or graduate schools
Over the length of your four years at MRU you will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofes-sionalrdquo The remaining 180 hours must come from the other area
Total 900 hours
SKILL DEVELOPMENT
volunteer
professional volunteer
professional
or80
20
page 6
What experience is eligible
Upon review of pilot implementation data through Fall 2014 profession-al experience was recommended to be captured in personal portfolios through structured and guided integration
Professional self awareness will promote intentional and foundational design for soft skills development Deliberate decisions towards career will incorpo-rate specific and defined marketing skills for intentionality
Professional Self Awareness
Deliberate Decision Towards Career
Portfolio Evidence
Professional Self AwarenessSoft Skill Development
Deliberate Decisions Towards CareerMarketing Skill Development
bull 450 hours (minimum)bull Broadly defined variety of applica-
ble employment positionsbull Reduced barrier to entry captures
existing student profiles encourages reflection to develop career aspira-tions and path to success
bull 450 hours (minimum)bull Narrowly defined marketing and
sales specific roles specializing in early career development
bull Encourages thoughtful decisions to achieve future career goals through selectiveness and relevance
Service Industry (Waiting tables bartending)
Customer Service RepresentativeRetail Associate
Financial Service RepresentativeOffice Administrator
CashierMerchandiserReceptionist
Additional at Faculty Discretion
Soft Skill Development
Marketing AdvisorDigital Media AnalystMarketing Assistant
Sales RepresentativeMarketing SpecialistEvent Promotions
Marketing AssistantBrand AmbassadorAccount Manager
Marketing CoordinatorSocial Media Manager
Graphic Designer Marketing Internship
Entry Level Marketing Role
Marketing Skill Development
Example Roles
page 7
Why is networking experience required in your portfolio
Your career opportunities will be created through your ability to engage in face-to-face dialogue and communication with professionals
Not only will you learn about the various career paths and opportunities for business professionals but you will be developing valuable interpersonal skills while purposefully positioning yourself in the minds of others in essence building awareness of your personal brand
A variety of options are available to you to explore networking opportunities including
MRU OffsiteMarketing Society Christmas Cannes
MRU Network Events Ad RodeoCareer Fairs Startup Calgary
Co-op Work Terms
page 8
Why are professional development workshops required
Helpful Resources
Career Services Workshops
Co-op Orientation
Marketing Society
Institute for Innovation amp Entrepreneurship
Calgary MarketingAssociation
Faculty Support
Professional development workshops provide you the ability to explore your own interests and passions within a variety of disciplines and crafts
Workshops are held on and off campus are open and inclusive and typically focus on unique skill development
Determine topics or interests that you have and keep your eyes open for posters billboards email groups around campus to find communities of people with similar interests and passions as your own
From there you will find constant opportunities for interesting seminars to attend tutorials to learn from and enjoyable people to meet
Professional development workshops provide you with the unique and personalized skill development that will completely differentiate yourself amongst your fellow graduates and job seekers
page 9
Why use LinkedIn
With LinkedIn you have a portfolio that is intuitive relevant has no cost and is consistently being used by employers to seek out potential candidates
bull resume structurebull visual media integrationbull network creationbull skill verification and endorsementbull professional platform of choice
ldquoPeople with more than 20 connections are 34 times more likely to be approached with a job opportunity
than people with less than fiverdquo
- Ten Ways to Use LinkedIn Guy Kawasaki
source power+formula 2012 Linkedin User Survey
Intuitive Information Design
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
ContentsWhat is the Bissett Professional Portfolio What are the portfolio components
What experience is eligible
How is the portfolio integrated into the degree
HowdoIgetmyexperienceverified
How will this impact me
Portfolio examples Bissett School of Business Marketers
Gathering data and support Assembling your portfolio
Using your portfolio Building a digital strategy
Distributing your portfolio
Prepare for Success
Appendix (FAQ)
1 3
5
10
12
15
16 16
17 17
19 20
21
22
24
page 1
Bissett Professional Portfolio
Exclusive to the business program at Mount Royal University your Bissett Professional Portfolio is a centralized collection of experiences documen-tation and other artifacts that graduating business professionals use to provide evidence of skills and abilities
Your unique and personalized portfolio will be based on the past present and future developed throughout your degree
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
In summary your Bissett Professional Portfolio isbull A toolkit to help you discover and express who you arebull A dynamic collection of materials or artifacts which summarize
document and highlight the best of who you are what you have done and what you hope to do
bull A public platform designed in collaboration with industrybull A medium to transform intangibles into tangiblesbull A medium to build professional marketing confidencebull A medium to provide evidence of potential to targeted audiencesbull An integrated component of your bachelorrsquos degreebull A road-map to achieve your vision andbull A collection of experiential opportunities to build confidence and
reputation
page 2
Aspiring towards success
A vision is a set of ideas that describe a future state A professional vision provides a sense of aspiration it stretches the imagination It gives shape and direction to the future and makes it easier to define the actions that will help to achieve goals
Your own professional vision is alive and evolving Therefore proper consideration of your vision is integral if you want to arrive at a successful professional destination
Your toolkit to success Developed collaboratively with key stakeholders and industries the Bissett Professional Portfolio is structured to provide you with a uniquely customizable relevant useful platform to articulate your vision and aspire towards professional success
ldquoThe future depends on what we do in the presentrdquo- Mahatma Gandhi
ldquoAmbition is the path to success Persistence is the vehicle you arrive inrdquo- Bill Bradley
WHAT IS YOUR
VISION
page 3
Skill Development900 hours
Portfolio components
Ongoing development throughout your degree
Professional Experience
Networking
Workshops
Unique Artifacts
Volunteer Experience
PersonalEngagementExperiences
+
+
=
=
Portfolio
+
Achieve your professional vision
page 4
How will this help me
bull 250 000 Canadians graduate from university each year
bull 20 are business students
bull GPA is ranked 1620 in importance as a factor for employers when hiring a new graduate
bull lsquoSoft-skillsrsquo are ranked as the most important factor
bull Upon graduating you will need tell your evidence-based story through a customizable and relevant platform
The Bissett Professional Portfolio is your toolkit to capture and manage the development of your
personal skill-sets throughout your degree
bull The workforce is highly competitive to those who are unprepared
page 5
What experience is eligible
The goal of your Bissett Professional Portfolio is to track the devel-opment of skills supported through evidence that are valuable to potential employers or graduate schools
Over the length of your four years at MRU you will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofes-sionalrdquo The remaining 180 hours must come from the other area
Total 900 hours
SKILL DEVELOPMENT
volunteer
professional volunteer
professional
or80
20
page 6
What experience is eligible
Upon review of pilot implementation data through Fall 2014 profession-al experience was recommended to be captured in personal portfolios through structured and guided integration
Professional self awareness will promote intentional and foundational design for soft skills development Deliberate decisions towards career will incorpo-rate specific and defined marketing skills for intentionality
Professional Self Awareness
Deliberate Decision Towards Career
Portfolio Evidence
Professional Self AwarenessSoft Skill Development
Deliberate Decisions Towards CareerMarketing Skill Development
bull 450 hours (minimum)bull Broadly defined variety of applica-
ble employment positionsbull Reduced barrier to entry captures
existing student profiles encourages reflection to develop career aspira-tions and path to success
bull 450 hours (minimum)bull Narrowly defined marketing and
sales specific roles specializing in early career development
bull Encourages thoughtful decisions to achieve future career goals through selectiveness and relevance
Service Industry (Waiting tables bartending)
Customer Service RepresentativeRetail Associate
Financial Service RepresentativeOffice Administrator
CashierMerchandiserReceptionist
Additional at Faculty Discretion
Soft Skill Development
Marketing AdvisorDigital Media AnalystMarketing Assistant
Sales RepresentativeMarketing SpecialistEvent Promotions
Marketing AssistantBrand AmbassadorAccount Manager
Marketing CoordinatorSocial Media Manager
Graphic Designer Marketing Internship
Entry Level Marketing Role
Marketing Skill Development
Example Roles
page 7
Why is networking experience required in your portfolio
Your career opportunities will be created through your ability to engage in face-to-face dialogue and communication with professionals
Not only will you learn about the various career paths and opportunities for business professionals but you will be developing valuable interpersonal skills while purposefully positioning yourself in the minds of others in essence building awareness of your personal brand
A variety of options are available to you to explore networking opportunities including
MRU OffsiteMarketing Society Christmas Cannes
MRU Network Events Ad RodeoCareer Fairs Startup Calgary
Co-op Work Terms
page 8
Why are professional development workshops required
Helpful Resources
Career Services Workshops
Co-op Orientation
Marketing Society
Institute for Innovation amp Entrepreneurship
Calgary MarketingAssociation
Faculty Support
Professional development workshops provide you the ability to explore your own interests and passions within a variety of disciplines and crafts
Workshops are held on and off campus are open and inclusive and typically focus on unique skill development
Determine topics or interests that you have and keep your eyes open for posters billboards email groups around campus to find communities of people with similar interests and passions as your own
From there you will find constant opportunities for interesting seminars to attend tutorials to learn from and enjoyable people to meet
Professional development workshops provide you with the unique and personalized skill development that will completely differentiate yourself amongst your fellow graduates and job seekers
page 9
Why use LinkedIn
With LinkedIn you have a portfolio that is intuitive relevant has no cost and is consistently being used by employers to seek out potential candidates
bull resume structurebull visual media integrationbull network creationbull skill verification and endorsementbull professional platform of choice
ldquoPeople with more than 20 connections are 34 times more likely to be approached with a job opportunity
than people with less than fiverdquo
- Ten Ways to Use LinkedIn Guy Kawasaki
source power+formula 2012 Linkedin User Survey
Intuitive Information Design
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 1
Bissett Professional Portfolio
Exclusive to the business program at Mount Royal University your Bissett Professional Portfolio is a centralized collection of experiences documen-tation and other artifacts that graduating business professionals use to provide evidence of skills and abilities
Your unique and personalized portfolio will be based on the past present and future developed throughout your degree
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
In summary your Bissett Professional Portfolio isbull A toolkit to help you discover and express who you arebull A dynamic collection of materials or artifacts which summarize
document and highlight the best of who you are what you have done and what you hope to do
bull A public platform designed in collaboration with industrybull A medium to transform intangibles into tangiblesbull A medium to build professional marketing confidencebull A medium to provide evidence of potential to targeted audiencesbull An integrated component of your bachelorrsquos degreebull A road-map to achieve your vision andbull A collection of experiential opportunities to build confidence and
reputation
page 2
Aspiring towards success
A vision is a set of ideas that describe a future state A professional vision provides a sense of aspiration it stretches the imagination It gives shape and direction to the future and makes it easier to define the actions that will help to achieve goals
Your own professional vision is alive and evolving Therefore proper consideration of your vision is integral if you want to arrive at a successful professional destination
Your toolkit to success Developed collaboratively with key stakeholders and industries the Bissett Professional Portfolio is structured to provide you with a uniquely customizable relevant useful platform to articulate your vision and aspire towards professional success
ldquoThe future depends on what we do in the presentrdquo- Mahatma Gandhi
ldquoAmbition is the path to success Persistence is the vehicle you arrive inrdquo- Bill Bradley
WHAT IS YOUR
VISION
page 3
Skill Development900 hours
Portfolio components
Ongoing development throughout your degree
Professional Experience
Networking
Workshops
Unique Artifacts
Volunteer Experience
PersonalEngagementExperiences
+
+
=
=
Portfolio
+
Achieve your professional vision
page 4
How will this help me
bull 250 000 Canadians graduate from university each year
bull 20 are business students
bull GPA is ranked 1620 in importance as a factor for employers when hiring a new graduate
bull lsquoSoft-skillsrsquo are ranked as the most important factor
bull Upon graduating you will need tell your evidence-based story through a customizable and relevant platform
The Bissett Professional Portfolio is your toolkit to capture and manage the development of your
personal skill-sets throughout your degree
bull The workforce is highly competitive to those who are unprepared
page 5
What experience is eligible
The goal of your Bissett Professional Portfolio is to track the devel-opment of skills supported through evidence that are valuable to potential employers or graduate schools
Over the length of your four years at MRU you will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofes-sionalrdquo The remaining 180 hours must come from the other area
Total 900 hours
SKILL DEVELOPMENT
volunteer
professional volunteer
professional
or80
20
page 6
What experience is eligible
Upon review of pilot implementation data through Fall 2014 profession-al experience was recommended to be captured in personal portfolios through structured and guided integration
Professional self awareness will promote intentional and foundational design for soft skills development Deliberate decisions towards career will incorpo-rate specific and defined marketing skills for intentionality
Professional Self Awareness
Deliberate Decision Towards Career
Portfolio Evidence
Professional Self AwarenessSoft Skill Development
Deliberate Decisions Towards CareerMarketing Skill Development
bull 450 hours (minimum)bull Broadly defined variety of applica-
ble employment positionsbull Reduced barrier to entry captures
existing student profiles encourages reflection to develop career aspira-tions and path to success
bull 450 hours (minimum)bull Narrowly defined marketing and
sales specific roles specializing in early career development
bull Encourages thoughtful decisions to achieve future career goals through selectiveness and relevance
Service Industry (Waiting tables bartending)
Customer Service RepresentativeRetail Associate
Financial Service RepresentativeOffice Administrator
CashierMerchandiserReceptionist
Additional at Faculty Discretion
Soft Skill Development
Marketing AdvisorDigital Media AnalystMarketing Assistant
Sales RepresentativeMarketing SpecialistEvent Promotions
Marketing AssistantBrand AmbassadorAccount Manager
Marketing CoordinatorSocial Media Manager
Graphic Designer Marketing Internship
Entry Level Marketing Role
Marketing Skill Development
Example Roles
page 7
Why is networking experience required in your portfolio
Your career opportunities will be created through your ability to engage in face-to-face dialogue and communication with professionals
Not only will you learn about the various career paths and opportunities for business professionals but you will be developing valuable interpersonal skills while purposefully positioning yourself in the minds of others in essence building awareness of your personal brand
A variety of options are available to you to explore networking opportunities including
MRU OffsiteMarketing Society Christmas Cannes
MRU Network Events Ad RodeoCareer Fairs Startup Calgary
Co-op Work Terms
page 8
Why are professional development workshops required
Helpful Resources
Career Services Workshops
Co-op Orientation
Marketing Society
Institute for Innovation amp Entrepreneurship
Calgary MarketingAssociation
Faculty Support
Professional development workshops provide you the ability to explore your own interests and passions within a variety of disciplines and crafts
Workshops are held on and off campus are open and inclusive and typically focus on unique skill development
Determine topics or interests that you have and keep your eyes open for posters billboards email groups around campus to find communities of people with similar interests and passions as your own
From there you will find constant opportunities for interesting seminars to attend tutorials to learn from and enjoyable people to meet
Professional development workshops provide you with the unique and personalized skill development that will completely differentiate yourself amongst your fellow graduates and job seekers
page 9
Why use LinkedIn
With LinkedIn you have a portfolio that is intuitive relevant has no cost and is consistently being used by employers to seek out potential candidates
bull resume structurebull visual media integrationbull network creationbull skill verification and endorsementbull professional platform of choice
ldquoPeople with more than 20 connections are 34 times more likely to be approached with a job opportunity
than people with less than fiverdquo
- Ten Ways to Use LinkedIn Guy Kawasaki
source power+formula 2012 Linkedin User Survey
Intuitive Information Design
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 2
Aspiring towards success
A vision is a set of ideas that describe a future state A professional vision provides a sense of aspiration it stretches the imagination It gives shape and direction to the future and makes it easier to define the actions that will help to achieve goals
Your own professional vision is alive and evolving Therefore proper consideration of your vision is integral if you want to arrive at a successful professional destination
Your toolkit to success Developed collaboratively with key stakeholders and industries the Bissett Professional Portfolio is structured to provide you with a uniquely customizable relevant useful platform to articulate your vision and aspire towards professional success
ldquoThe future depends on what we do in the presentrdquo- Mahatma Gandhi
ldquoAmbition is the path to success Persistence is the vehicle you arrive inrdquo- Bill Bradley
WHAT IS YOUR
VISION
page 3
Skill Development900 hours
Portfolio components
Ongoing development throughout your degree
Professional Experience
Networking
Workshops
Unique Artifacts
Volunteer Experience
PersonalEngagementExperiences
+
+
=
=
Portfolio
+
Achieve your professional vision
page 4
How will this help me
bull 250 000 Canadians graduate from university each year
bull 20 are business students
bull GPA is ranked 1620 in importance as a factor for employers when hiring a new graduate
bull lsquoSoft-skillsrsquo are ranked as the most important factor
bull Upon graduating you will need tell your evidence-based story through a customizable and relevant platform
The Bissett Professional Portfolio is your toolkit to capture and manage the development of your
personal skill-sets throughout your degree
bull The workforce is highly competitive to those who are unprepared
page 5
What experience is eligible
The goal of your Bissett Professional Portfolio is to track the devel-opment of skills supported through evidence that are valuable to potential employers or graduate schools
Over the length of your four years at MRU you will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofes-sionalrdquo The remaining 180 hours must come from the other area
Total 900 hours
SKILL DEVELOPMENT
volunteer
professional volunteer
professional
or80
20
page 6
What experience is eligible
Upon review of pilot implementation data through Fall 2014 profession-al experience was recommended to be captured in personal portfolios through structured and guided integration
Professional self awareness will promote intentional and foundational design for soft skills development Deliberate decisions towards career will incorpo-rate specific and defined marketing skills for intentionality
Professional Self Awareness
Deliberate Decision Towards Career
Portfolio Evidence
Professional Self AwarenessSoft Skill Development
Deliberate Decisions Towards CareerMarketing Skill Development
bull 450 hours (minimum)bull Broadly defined variety of applica-
ble employment positionsbull Reduced barrier to entry captures
existing student profiles encourages reflection to develop career aspira-tions and path to success
bull 450 hours (minimum)bull Narrowly defined marketing and
sales specific roles specializing in early career development
bull Encourages thoughtful decisions to achieve future career goals through selectiveness and relevance
Service Industry (Waiting tables bartending)
Customer Service RepresentativeRetail Associate
Financial Service RepresentativeOffice Administrator
CashierMerchandiserReceptionist
Additional at Faculty Discretion
Soft Skill Development
Marketing AdvisorDigital Media AnalystMarketing Assistant
Sales RepresentativeMarketing SpecialistEvent Promotions
Marketing AssistantBrand AmbassadorAccount Manager
Marketing CoordinatorSocial Media Manager
Graphic Designer Marketing Internship
Entry Level Marketing Role
Marketing Skill Development
Example Roles
page 7
Why is networking experience required in your portfolio
Your career opportunities will be created through your ability to engage in face-to-face dialogue and communication with professionals
Not only will you learn about the various career paths and opportunities for business professionals but you will be developing valuable interpersonal skills while purposefully positioning yourself in the minds of others in essence building awareness of your personal brand
A variety of options are available to you to explore networking opportunities including
MRU OffsiteMarketing Society Christmas Cannes
MRU Network Events Ad RodeoCareer Fairs Startup Calgary
Co-op Work Terms
page 8
Why are professional development workshops required
Helpful Resources
Career Services Workshops
Co-op Orientation
Marketing Society
Institute for Innovation amp Entrepreneurship
Calgary MarketingAssociation
Faculty Support
Professional development workshops provide you the ability to explore your own interests and passions within a variety of disciplines and crafts
Workshops are held on and off campus are open and inclusive and typically focus on unique skill development
Determine topics or interests that you have and keep your eyes open for posters billboards email groups around campus to find communities of people with similar interests and passions as your own
From there you will find constant opportunities for interesting seminars to attend tutorials to learn from and enjoyable people to meet
Professional development workshops provide you with the unique and personalized skill development that will completely differentiate yourself amongst your fellow graduates and job seekers
page 9
Why use LinkedIn
With LinkedIn you have a portfolio that is intuitive relevant has no cost and is consistently being used by employers to seek out potential candidates
bull resume structurebull visual media integrationbull network creationbull skill verification and endorsementbull professional platform of choice
ldquoPeople with more than 20 connections are 34 times more likely to be approached with a job opportunity
than people with less than fiverdquo
- Ten Ways to Use LinkedIn Guy Kawasaki
source power+formula 2012 Linkedin User Survey
Intuitive Information Design
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 3
Skill Development900 hours
Portfolio components
Ongoing development throughout your degree
Professional Experience
Networking
Workshops
Unique Artifacts
Volunteer Experience
PersonalEngagementExperiences
+
+
=
=
Portfolio
+
Achieve your professional vision
page 4
How will this help me
bull 250 000 Canadians graduate from university each year
bull 20 are business students
bull GPA is ranked 1620 in importance as a factor for employers when hiring a new graduate
bull lsquoSoft-skillsrsquo are ranked as the most important factor
bull Upon graduating you will need tell your evidence-based story through a customizable and relevant platform
The Bissett Professional Portfolio is your toolkit to capture and manage the development of your
personal skill-sets throughout your degree
bull The workforce is highly competitive to those who are unprepared
page 5
What experience is eligible
The goal of your Bissett Professional Portfolio is to track the devel-opment of skills supported through evidence that are valuable to potential employers or graduate schools
Over the length of your four years at MRU you will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofes-sionalrdquo The remaining 180 hours must come from the other area
Total 900 hours
SKILL DEVELOPMENT
volunteer
professional volunteer
professional
or80
20
page 6
What experience is eligible
Upon review of pilot implementation data through Fall 2014 profession-al experience was recommended to be captured in personal portfolios through structured and guided integration
Professional self awareness will promote intentional and foundational design for soft skills development Deliberate decisions towards career will incorpo-rate specific and defined marketing skills for intentionality
Professional Self Awareness
Deliberate Decision Towards Career
Portfolio Evidence
Professional Self AwarenessSoft Skill Development
Deliberate Decisions Towards CareerMarketing Skill Development
bull 450 hours (minimum)bull Broadly defined variety of applica-
ble employment positionsbull Reduced barrier to entry captures
existing student profiles encourages reflection to develop career aspira-tions and path to success
bull 450 hours (minimum)bull Narrowly defined marketing and
sales specific roles specializing in early career development
bull Encourages thoughtful decisions to achieve future career goals through selectiveness and relevance
Service Industry (Waiting tables bartending)
Customer Service RepresentativeRetail Associate
Financial Service RepresentativeOffice Administrator
CashierMerchandiserReceptionist
Additional at Faculty Discretion
Soft Skill Development
Marketing AdvisorDigital Media AnalystMarketing Assistant
Sales RepresentativeMarketing SpecialistEvent Promotions
Marketing AssistantBrand AmbassadorAccount Manager
Marketing CoordinatorSocial Media Manager
Graphic Designer Marketing Internship
Entry Level Marketing Role
Marketing Skill Development
Example Roles
page 7
Why is networking experience required in your portfolio
Your career opportunities will be created through your ability to engage in face-to-face dialogue and communication with professionals
Not only will you learn about the various career paths and opportunities for business professionals but you will be developing valuable interpersonal skills while purposefully positioning yourself in the minds of others in essence building awareness of your personal brand
A variety of options are available to you to explore networking opportunities including
MRU OffsiteMarketing Society Christmas Cannes
MRU Network Events Ad RodeoCareer Fairs Startup Calgary
Co-op Work Terms
page 8
Why are professional development workshops required
Helpful Resources
Career Services Workshops
Co-op Orientation
Marketing Society
Institute for Innovation amp Entrepreneurship
Calgary MarketingAssociation
Faculty Support
Professional development workshops provide you the ability to explore your own interests and passions within a variety of disciplines and crafts
Workshops are held on and off campus are open and inclusive and typically focus on unique skill development
Determine topics or interests that you have and keep your eyes open for posters billboards email groups around campus to find communities of people with similar interests and passions as your own
From there you will find constant opportunities for interesting seminars to attend tutorials to learn from and enjoyable people to meet
Professional development workshops provide you with the unique and personalized skill development that will completely differentiate yourself amongst your fellow graduates and job seekers
page 9
Why use LinkedIn
With LinkedIn you have a portfolio that is intuitive relevant has no cost and is consistently being used by employers to seek out potential candidates
bull resume structurebull visual media integrationbull network creationbull skill verification and endorsementbull professional platform of choice
ldquoPeople with more than 20 connections are 34 times more likely to be approached with a job opportunity
than people with less than fiverdquo
- Ten Ways to Use LinkedIn Guy Kawasaki
source power+formula 2012 Linkedin User Survey
Intuitive Information Design
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 4
How will this help me
bull 250 000 Canadians graduate from university each year
bull 20 are business students
bull GPA is ranked 1620 in importance as a factor for employers when hiring a new graduate
bull lsquoSoft-skillsrsquo are ranked as the most important factor
bull Upon graduating you will need tell your evidence-based story through a customizable and relevant platform
The Bissett Professional Portfolio is your toolkit to capture and manage the development of your
personal skill-sets throughout your degree
bull The workforce is highly competitive to those who are unprepared
page 5
What experience is eligible
The goal of your Bissett Professional Portfolio is to track the devel-opment of skills supported through evidence that are valuable to potential employers or graduate schools
Over the length of your four years at MRU you will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofes-sionalrdquo The remaining 180 hours must come from the other area
Total 900 hours
SKILL DEVELOPMENT
volunteer
professional volunteer
professional
or80
20
page 6
What experience is eligible
Upon review of pilot implementation data through Fall 2014 profession-al experience was recommended to be captured in personal portfolios through structured and guided integration
Professional self awareness will promote intentional and foundational design for soft skills development Deliberate decisions towards career will incorpo-rate specific and defined marketing skills for intentionality
Professional Self Awareness
Deliberate Decision Towards Career
Portfolio Evidence
Professional Self AwarenessSoft Skill Development
Deliberate Decisions Towards CareerMarketing Skill Development
bull 450 hours (minimum)bull Broadly defined variety of applica-
ble employment positionsbull Reduced barrier to entry captures
existing student profiles encourages reflection to develop career aspira-tions and path to success
bull 450 hours (minimum)bull Narrowly defined marketing and
sales specific roles specializing in early career development
bull Encourages thoughtful decisions to achieve future career goals through selectiveness and relevance
Service Industry (Waiting tables bartending)
Customer Service RepresentativeRetail Associate
Financial Service RepresentativeOffice Administrator
CashierMerchandiserReceptionist
Additional at Faculty Discretion
Soft Skill Development
Marketing AdvisorDigital Media AnalystMarketing Assistant
Sales RepresentativeMarketing SpecialistEvent Promotions
Marketing AssistantBrand AmbassadorAccount Manager
Marketing CoordinatorSocial Media Manager
Graphic Designer Marketing Internship
Entry Level Marketing Role
Marketing Skill Development
Example Roles
page 7
Why is networking experience required in your portfolio
Your career opportunities will be created through your ability to engage in face-to-face dialogue and communication with professionals
Not only will you learn about the various career paths and opportunities for business professionals but you will be developing valuable interpersonal skills while purposefully positioning yourself in the minds of others in essence building awareness of your personal brand
A variety of options are available to you to explore networking opportunities including
MRU OffsiteMarketing Society Christmas Cannes
MRU Network Events Ad RodeoCareer Fairs Startup Calgary
Co-op Work Terms
page 8
Why are professional development workshops required
Helpful Resources
Career Services Workshops
Co-op Orientation
Marketing Society
Institute for Innovation amp Entrepreneurship
Calgary MarketingAssociation
Faculty Support
Professional development workshops provide you the ability to explore your own interests and passions within a variety of disciplines and crafts
Workshops are held on and off campus are open and inclusive and typically focus on unique skill development
Determine topics or interests that you have and keep your eyes open for posters billboards email groups around campus to find communities of people with similar interests and passions as your own
From there you will find constant opportunities for interesting seminars to attend tutorials to learn from and enjoyable people to meet
Professional development workshops provide you with the unique and personalized skill development that will completely differentiate yourself amongst your fellow graduates and job seekers
page 9
Why use LinkedIn
With LinkedIn you have a portfolio that is intuitive relevant has no cost and is consistently being used by employers to seek out potential candidates
bull resume structurebull visual media integrationbull network creationbull skill verification and endorsementbull professional platform of choice
ldquoPeople with more than 20 connections are 34 times more likely to be approached with a job opportunity
than people with less than fiverdquo
- Ten Ways to Use LinkedIn Guy Kawasaki
source power+formula 2012 Linkedin User Survey
Intuitive Information Design
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 5
What experience is eligible
The goal of your Bissett Professional Portfolio is to track the devel-opment of skills supported through evidence that are valuable to potential employers or graduate schools
Over the length of your four years at MRU you will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofes-sionalrdquo The remaining 180 hours must come from the other area
Total 900 hours
SKILL DEVELOPMENT
volunteer
professional volunteer
professional
or80
20
page 6
What experience is eligible
Upon review of pilot implementation data through Fall 2014 profession-al experience was recommended to be captured in personal portfolios through structured and guided integration
Professional self awareness will promote intentional and foundational design for soft skills development Deliberate decisions towards career will incorpo-rate specific and defined marketing skills for intentionality
Professional Self Awareness
Deliberate Decision Towards Career
Portfolio Evidence
Professional Self AwarenessSoft Skill Development
Deliberate Decisions Towards CareerMarketing Skill Development
bull 450 hours (minimum)bull Broadly defined variety of applica-
ble employment positionsbull Reduced barrier to entry captures
existing student profiles encourages reflection to develop career aspira-tions and path to success
bull 450 hours (minimum)bull Narrowly defined marketing and
sales specific roles specializing in early career development
bull Encourages thoughtful decisions to achieve future career goals through selectiveness and relevance
Service Industry (Waiting tables bartending)
Customer Service RepresentativeRetail Associate
Financial Service RepresentativeOffice Administrator
CashierMerchandiserReceptionist
Additional at Faculty Discretion
Soft Skill Development
Marketing AdvisorDigital Media AnalystMarketing Assistant
Sales RepresentativeMarketing SpecialistEvent Promotions
Marketing AssistantBrand AmbassadorAccount Manager
Marketing CoordinatorSocial Media Manager
Graphic Designer Marketing Internship
Entry Level Marketing Role
Marketing Skill Development
Example Roles
page 7
Why is networking experience required in your portfolio
Your career opportunities will be created through your ability to engage in face-to-face dialogue and communication with professionals
Not only will you learn about the various career paths and opportunities for business professionals but you will be developing valuable interpersonal skills while purposefully positioning yourself in the minds of others in essence building awareness of your personal brand
A variety of options are available to you to explore networking opportunities including
MRU OffsiteMarketing Society Christmas Cannes
MRU Network Events Ad RodeoCareer Fairs Startup Calgary
Co-op Work Terms
page 8
Why are professional development workshops required
Helpful Resources
Career Services Workshops
Co-op Orientation
Marketing Society
Institute for Innovation amp Entrepreneurship
Calgary MarketingAssociation
Faculty Support
Professional development workshops provide you the ability to explore your own interests and passions within a variety of disciplines and crafts
Workshops are held on and off campus are open and inclusive and typically focus on unique skill development
Determine topics or interests that you have and keep your eyes open for posters billboards email groups around campus to find communities of people with similar interests and passions as your own
From there you will find constant opportunities for interesting seminars to attend tutorials to learn from and enjoyable people to meet
Professional development workshops provide you with the unique and personalized skill development that will completely differentiate yourself amongst your fellow graduates and job seekers
page 9
Why use LinkedIn
With LinkedIn you have a portfolio that is intuitive relevant has no cost and is consistently being used by employers to seek out potential candidates
bull resume structurebull visual media integrationbull network creationbull skill verification and endorsementbull professional platform of choice
ldquoPeople with more than 20 connections are 34 times more likely to be approached with a job opportunity
than people with less than fiverdquo
- Ten Ways to Use LinkedIn Guy Kawasaki
source power+formula 2012 Linkedin User Survey
Intuitive Information Design
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 6
What experience is eligible
Upon review of pilot implementation data through Fall 2014 profession-al experience was recommended to be captured in personal portfolios through structured and guided integration
Professional self awareness will promote intentional and foundational design for soft skills development Deliberate decisions towards career will incorpo-rate specific and defined marketing skills for intentionality
Professional Self Awareness
Deliberate Decision Towards Career
Portfolio Evidence
Professional Self AwarenessSoft Skill Development
Deliberate Decisions Towards CareerMarketing Skill Development
bull 450 hours (minimum)bull Broadly defined variety of applica-
ble employment positionsbull Reduced barrier to entry captures
existing student profiles encourages reflection to develop career aspira-tions and path to success
bull 450 hours (minimum)bull Narrowly defined marketing and
sales specific roles specializing in early career development
bull Encourages thoughtful decisions to achieve future career goals through selectiveness and relevance
Service Industry (Waiting tables bartending)
Customer Service RepresentativeRetail Associate
Financial Service RepresentativeOffice Administrator
CashierMerchandiserReceptionist
Additional at Faculty Discretion
Soft Skill Development
Marketing AdvisorDigital Media AnalystMarketing Assistant
Sales RepresentativeMarketing SpecialistEvent Promotions
Marketing AssistantBrand AmbassadorAccount Manager
Marketing CoordinatorSocial Media Manager
Graphic Designer Marketing Internship
Entry Level Marketing Role
Marketing Skill Development
Example Roles
page 7
Why is networking experience required in your portfolio
Your career opportunities will be created through your ability to engage in face-to-face dialogue and communication with professionals
Not only will you learn about the various career paths and opportunities for business professionals but you will be developing valuable interpersonal skills while purposefully positioning yourself in the minds of others in essence building awareness of your personal brand
A variety of options are available to you to explore networking opportunities including
MRU OffsiteMarketing Society Christmas Cannes
MRU Network Events Ad RodeoCareer Fairs Startup Calgary
Co-op Work Terms
page 8
Why are professional development workshops required
Helpful Resources
Career Services Workshops
Co-op Orientation
Marketing Society
Institute for Innovation amp Entrepreneurship
Calgary MarketingAssociation
Faculty Support
Professional development workshops provide you the ability to explore your own interests and passions within a variety of disciplines and crafts
Workshops are held on and off campus are open and inclusive and typically focus on unique skill development
Determine topics or interests that you have and keep your eyes open for posters billboards email groups around campus to find communities of people with similar interests and passions as your own
From there you will find constant opportunities for interesting seminars to attend tutorials to learn from and enjoyable people to meet
Professional development workshops provide you with the unique and personalized skill development that will completely differentiate yourself amongst your fellow graduates and job seekers
page 9
Why use LinkedIn
With LinkedIn you have a portfolio that is intuitive relevant has no cost and is consistently being used by employers to seek out potential candidates
bull resume structurebull visual media integrationbull network creationbull skill verification and endorsementbull professional platform of choice
ldquoPeople with more than 20 connections are 34 times more likely to be approached with a job opportunity
than people with less than fiverdquo
- Ten Ways to Use LinkedIn Guy Kawasaki
source power+formula 2012 Linkedin User Survey
Intuitive Information Design
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 7
Why is networking experience required in your portfolio
Your career opportunities will be created through your ability to engage in face-to-face dialogue and communication with professionals
Not only will you learn about the various career paths and opportunities for business professionals but you will be developing valuable interpersonal skills while purposefully positioning yourself in the minds of others in essence building awareness of your personal brand
A variety of options are available to you to explore networking opportunities including
MRU OffsiteMarketing Society Christmas Cannes
MRU Network Events Ad RodeoCareer Fairs Startup Calgary
Co-op Work Terms
page 8
Why are professional development workshops required
Helpful Resources
Career Services Workshops
Co-op Orientation
Marketing Society
Institute for Innovation amp Entrepreneurship
Calgary MarketingAssociation
Faculty Support
Professional development workshops provide you the ability to explore your own interests and passions within a variety of disciplines and crafts
Workshops are held on and off campus are open and inclusive and typically focus on unique skill development
Determine topics or interests that you have and keep your eyes open for posters billboards email groups around campus to find communities of people with similar interests and passions as your own
From there you will find constant opportunities for interesting seminars to attend tutorials to learn from and enjoyable people to meet
Professional development workshops provide you with the unique and personalized skill development that will completely differentiate yourself amongst your fellow graduates and job seekers
page 9
Why use LinkedIn
With LinkedIn you have a portfolio that is intuitive relevant has no cost and is consistently being used by employers to seek out potential candidates
bull resume structurebull visual media integrationbull network creationbull skill verification and endorsementbull professional platform of choice
ldquoPeople with more than 20 connections are 34 times more likely to be approached with a job opportunity
than people with less than fiverdquo
- Ten Ways to Use LinkedIn Guy Kawasaki
source power+formula 2012 Linkedin User Survey
Intuitive Information Design
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 8
Why are professional development workshops required
Helpful Resources
Career Services Workshops
Co-op Orientation
Marketing Society
Institute for Innovation amp Entrepreneurship
Calgary MarketingAssociation
Faculty Support
Professional development workshops provide you the ability to explore your own interests and passions within a variety of disciplines and crafts
Workshops are held on and off campus are open and inclusive and typically focus on unique skill development
Determine topics or interests that you have and keep your eyes open for posters billboards email groups around campus to find communities of people with similar interests and passions as your own
From there you will find constant opportunities for interesting seminars to attend tutorials to learn from and enjoyable people to meet
Professional development workshops provide you with the unique and personalized skill development that will completely differentiate yourself amongst your fellow graduates and job seekers
page 9
Why use LinkedIn
With LinkedIn you have a portfolio that is intuitive relevant has no cost and is consistently being used by employers to seek out potential candidates
bull resume structurebull visual media integrationbull network creationbull skill verification and endorsementbull professional platform of choice
ldquoPeople with more than 20 connections are 34 times more likely to be approached with a job opportunity
than people with less than fiverdquo
- Ten Ways to Use LinkedIn Guy Kawasaki
source power+formula 2012 Linkedin User Survey
Intuitive Information Design
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 9
Why use LinkedIn
With LinkedIn you have a portfolio that is intuitive relevant has no cost and is consistently being used by employers to seek out potential candidates
bull resume structurebull visual media integrationbull network creationbull skill verification and endorsementbull professional platform of choice
ldquoPeople with more than 20 connections are 34 times more likely to be approached with a job opportunity
than people with less than fiverdquo
- Ten Ways to Use LinkedIn Guy Kawasaki
source power+formula 2012 Linkedin User Survey
Intuitive Information Design
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 10
Introduction Evidence-Based MarketingEvidence-Based Marketing is the foundational course to the marketing program and will provide introduction to your Bissett Professional Portfolio development Course components will include initial LinkedIn profile development career and industry research and evidence-based storytelling through online platforms
It is our goal that following Evidence-Based Marketing all marketing students will have a career vision and will systematically work towards achieving this vision over time at Mount Royal University Your Bissett Professional Portfolio will become the platform for you to tell your evidence-based story
Marketing course advancementThroughout each course in your marketing program there will be a component wherein you will be tasked with updating an aspect of your unique active LinkedIn profile that factors ongoing personal development and targeted course skill outcomes
How is the portfolio integrated into the degree
PortfolioIntegration
bull EBM as entry-point
bull Skill tracking throughout degree
bull Corresponds to relevant curriculum design
bull Includes extracurricular components
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 11
How is the portfolio integrated into the degree
Final Bissett Professional Portfolio verification by faculty
Career vision and Bissett Professional Portfolio development
Graduation with verified Bissett Professional Portfolio
Evidence-Based Marketing
Marketing-Driven Strategy
Navigating Marketing Trends
Marketing Design Literacy
Creating Brand Intelligence
Professional Brand Studio
Managing Market Relationships
Bissett Seal
START
FINISH
All marketing courses will have a marketing portfolio development activity integrated into course content
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 12
Endorsement and recommendationAll hours that you accumulate in the Skill Development cluster of your portfolio are to be verified in writing from a managersupervisor in your firm or volunteer organization prior to graduation This can be completed through
bull LinkedIn recommendationsbull Written verificationsbull Co-op participation
In addition professional and volunteer experience may be subject to Level Two verification In this case a faculty member or administrator will follow-up directly to confirm the details of the role and experience
Final verification Market-Driven StrategyDuring Market-Driven Strategy your professor will verify that all major components of your Bissett Professional Portfolio have been completed
Upon exit from Market-Driven Strategy and graduation of your degree you will be provided a personal recommendation entrance into the exclusive alumni group and a verified seal for your profile unique to the marketing program of Bissett School of Business
How do I get my experience verified
Skills and Endorsements
bull Capture manage and display relevant skill development
bull Ability to collect and manage references as recommendations
bull Capstone verification for program completion
bull Professional experience will be verified by your employer and faculty through provided forms
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 13
Linking to skill development
TitleHead Bartender - Earls(380 hours)
Soft Skill Experience
bull Four years customer service experience
bull Averaged 15 hours per week during school year
bull Promoted to head bartenderbull Responsible for training new bar
staff
Link to Learning OutcomesDeveloped interpersonal communication skills
Developed group effectiveness skills including leadership and time management
Developed critical thinking skills to synthesize and integrate information in order to solve problems
TitleCall Centre Representative - TELUS(350 hours)
Soft Skill Experience
bull Two years call centre representative experience
bull Responsible for all TELUS consumer products and experience
bull Was employee of the month for three separate months
bull Exceeded customer service targets for 18 of 24 months
Link to Learning OutcomesDeveloped interpersonal communications skills by working directly with clients
Developed problem solving and critical thinking skills in aligning customer needs to product and service options
Developed time management skills in situations where there were multiple consumer demands and shortages in staffing
Refer to appendix for full list of 22 program-level learning outcomes
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 14
Linking to skill development
TitleVice President - MRU Marketing Society (90 hours)
Marketing Skill ExperienceResponsible for all MRU Marketing Society events bull Hosted 3 alumni guest
speakers Total attendance of 150 students
bull Hosted 2 career workshops Total 42 students attended
bull Hosted agency crawl 63 students attended
Link to Learning OutcomesAdeptly examined and interpreted a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and demonstrated sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences
Demonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
TitleSales Coordinator - CIR Realty(380 hours)
Marketing Skill ExperienceReported to VP Marketing Supported sales team of 100 reps bull Booked 75 client meetings bull Managed all corporate digital
and social media bull Responsible for processing
contracts and sales administration bull Coordinated annual sales meeting
(100 in attendance)
Link to Learning OutcomesDemonstrated literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Through personal reflection recognized that marketing decision-making requires a deep and sophisticated appreciation of context This includes recognition of the impact of variables such as industry type size of business culture and history
Refer to appendix for full list of 22 program-level learning outcomes
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 15
Past and present experienceStudents will be encouraged to include ALL relevant professional and volunteer experiences (past and present) in their portfolio However as an anticipated start-date in fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
Fall 2014 Pilot FeedbackThe Bissett Marketing Portfolio is being phased-in for existing students Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies
How will it impact me
Please view the FAQ in the appendix of this guide to find a further explanation of these and other important concepts
Additional Questions
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 16
Portfolio inspiration
ldquoThere are over 39 million students and
recent graduates on LinkedIn They are LinkedInrsquos fastest-
growing demographicrdquo
You are not doing this alone You are part of a network and community with 100rsquos of peers future graduates and recent alumni of the marketing program that are all actively evolving their personal portfolios
Join the Bissett School of Business Marketers group on LinkedIn to find relevant and inspirational examples of portfolios that are being used by students and alumni to achieve their professional vision source LinkedIn 2014
Sample Portfolio 1 Sample Portfolio 2
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 17
Gathering data and support
Skill Development - As you complete each core course within your marketing program you will be developing invaluable marketing skills that should be highlighted in your profile upon each course completion
1 Evidence-Based Decision Making2 Market Needs Analysis3 Marketing Relationships4 Brand Identity and Analysis5 Design Fundamentals6 Integrated Campaign Design and Execution7 Market Strategy
Refer to appendix for full list of 22 program-level learning outcomes
Personal artifacts - Visually engaging evidence of your creative voice - will be completed and collected throughout the marketing program and can be published in your portfolio effortlessly using built-in software tools
Resources - In addition to faculty there are a variety of support networks available to you including Career Services the Marketing Society recent alumni and industry partners As well It is strongly recommended that you develop a professional mentorship relationship with a trusted colleague to help guide and support your progress
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 18
Assembling your portfolioName - Use your real name Headline - Sum up your professional ldquoidentityrdquo in a short phrase Location and Industry - Include accurate location and industry info in order to be found in advanced searches on LinkedIn and help others confirm that you are the person they are looking forPhoto - Upload a professional current headshot You should be easily recognizable Do not use family photos or pictures of your adorable baby or petsCustom URL - Create a custom URL that can be used to go directly to your public profile It is recommended you use your name or close variationSummary - Include an overview of your personal experience and goals as well as specialties Write in present tense about who you are professionally your depth of experience and any major accomplishments that evidence your claimsExperience - Use your current position and at least two previous positions List only relevant experience Each position should include a 150-200 word description Ensure all your relevant experience is verified by the organization (refer to FAQ 11)Skills and Expertise - These should be keywords that you want to be recognized for List a minimum of 5 skills This section will be developed through your degree Education - Fill in current education to-date including any activitiessocieties or additional notes worth sharingRecommendations - These will be accumulated through your degreeInterests - List any areas that you are interested in professionally You can also list personal interest if appropriate to share Groups and Associations - Join Bissett School of Business Marketing Program group to develop your network and view other portfolios Include any professional groups or associations you are a member of Honours and Awards - List any honours or awards you have received that relate to professional experiencePersonal Information - Provide any personal and contact information that you feel comfortable sharing including other social media handles if professionalAdditional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists volunteer experience languages etcPrivacy Settings - Review your privacy settings Make your profile as visible as possible for networkingsource BEMinteractivecom
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 19
Using your portfolio
Tips for effective developmentYour personal portfolio is alive dynamic and continuously evolving Beyond initial profile creation there is a variety of additional functionality that allows you to tailor to your specific story and visualization of evidence Explore all of the tools the platform has to offer
Build your portfolio continuously Update your connections by socially networking with friends family peers fellow students anyone whom you would feel comfortable publicly listing as a professional relationship
Ensure that your portfolio is up-to-date with artifacts of your course success personal experience and publications of project work
Enhanced portfolio development includes
bull Joining a minimum of two groups during portfolio developmentbull Engaging in discussion forumsbull Exploring thought leadership on platformbull 100 profile completionbull Relevant multimedia publicationbull Collect and analyze data and trendsbull Research career opportunities (business pages)
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 20
Generating perception and influence1 Identify the best group opportunities2 Target the most popular discussions in each group3 Start your own discussion(s)4 Follow up on conversations and opportunities5 Start your own group(s)
Tailor a strategy based upon feedback (LinkedIn metrics) and personalized knowledge of your connections and groups
As you build your unique professional voice with like-minded community members you will gain authenticity in experience
Start with the Bissett School of Business Marketers group on Linkedin to develop confidence and expand out from there These activities will continue to promote your online professional identity throughout your career providing unexpected opportunities in constant reward of your engagement
Your digital strategy
source Social Media Examiner
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 21
Applying for JobsIn addition to using your LinkedIn profile you can attach your resume and cover letter to your job applications
Keep track of your job applications via the Jobs homepage See which jobs you applied to when and whether or not your application has been viewed
Some jobs include the name of who posted it Follow up on your job applications by contacting the job poster via InMail
Traditional Print Format If yoursquore viewing your profile while yoursquore signed into LinkedIn you have the option to export the profile to a PDF file and then print it 1 Click Profile at the top of your homepage2 Move your cursor over the arrow icon next to the Edit Profile button3 Select Export to PDF 4 The PDF file will be downloaded and saved to your computer Once
you open the file you can print it
Distributing your portfolio
source LinkedIn 2014
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 22
Prepare for success
Grow your network by searching your email contacts and finding people you may know See where your fellow alumni are working and reach out to learn more about their company or industryAsk for introductions through your network to get connected to companies yoursquore interested in working forShare updates with your network -- like interesting articles links to videos or presentations
Using Your Network
Sign up to get email alerts about jobs you may be interested in Find jobs by keyword title company function industry years of experience and date posted using advanced searchSign for saved search email alerts to get automatic notifications about new jobs that meet your criteriaShare updates with your network -- like interesting articles links to videos or presentations
Job Search
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 23
Prepare for success
Learn more about a companyrsquos products and services latest news employees job opportunities and more See how you yoursquore connected to each company through your 1st 2nd and 3rd degree connections See statistics on employees including where they worked before and after that companyFollow companies yoursquore interested in to get updates from them on your LinkedIn homepage
Company Pages
Join Groups relevant to your professional interests alumni groups industry groups geographic groups and more Use groups to make connections find job listings establish thought leadership and keep your information current on trending issues and topics
LinkedIn Groups
Get answers you need in LinkedIn help center Learn how to attract career opportunities using online webinarsVisit Linked job search tips blog for additional resources
Additional Resources
source LinkedIn 2014
What is the Bissett Professional Portfolio
Sample profiles
Gathering data and support
Assembling your portfolio
Using your portfolio
Portfolio checklist
Appendices
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 24
Appendices FAQ
1 What is a Bissett Professional Portfolio
Exclusive to the marketing program at Mount Royal University the Bissett Professional Portfolio is a centralized collection of experiences documents and other artifacts that BBA Marketing professionals use to provide evidence of skills and abilities This portfolio will synthesize a studentrsquos knowledge into a story and offer evidence to differenti-ate them as they begin their career as a Bissett professional In summary the Bissett Professional Portfolio will be bull A medium to help them discover and express who they are professionally bull A dynamic collection of materials or artifacts which summarize document and highlight the best of who they are
what they have done and what they hope to do bull A medium to transform intangibles into tangibles bull A medium to build professional marketing confidence bull A medium to provide evidence of potential to targeted audiences bull An integrated component of the marketing degree and bull A collection of experiential opportunities to build confidence and reputation
2 What is the structure of the Bissett Professional Portfolio and how will it be integrated into the degree
The goal of our Bissett Professional Portfolio is to offer a consistent platform for students to tell their story and link their academic professional and volunteer experiences to market-driven learning outcomes Our goal is for students to become intentional and pro-actively seek experiences that link to learning outcomes The Bissett Professional Portfolio will require students to complete several areas over their four years at MRU This will include
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 25
a Completion of 900 hours of verified professional and volunteer experiences linked to program learning outcomes b Completing a minimum four career focused workshops c Engagement in three professional networking activities
The development of the portfolio will be based on LinkedIn and start in Evidenced-Based Marketing (EBM) and be integrated thematically into related courses in the marketing program The details of this integration will be defined by individual faculty and coordinated to minimize potential duplication All students will be required to submit their portfolio for final verification in the first month of Market-Driven Strategy (MDS)
3 What are the learning outcomes for the marketing program
Based on extensive industry consultation the BBA in marketing includes 22 learning outcomes The overall program and each course have been designed with these learning outcomes at their core These learning outcomes are what separates a ldquoMarketerrdquo from a ldquoBissett Marketerrdquo As students assess their professional and volunteer opportunities it is important to consider how they can support these market-driven learning outcomes
Evidence-based Decision Making1 Students will adeptly evaluate the potential of various markets to sustainably meet organizational marketing objectives2 Through the use of rigorous research and analysis students will identify and prioritize the audiences that will have maximum impact on the value creation process for an organization3 Students will confidently develop business cases and make strategic decisions in order to plan and implement effective product launches in a competitive marketplace4 Students will recognize that effective marketing decision-making requires a deep and sophisticat- ed appreciation of context This includes recognizing the impact of variables such as industry type size of business culture and history5 Students will plan design and execute marketing research projects
FAQ
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 26
Marketing Relationships6 Students will engage ethically be respectful demonstrate empathy and respond to audiences and clients They will extend this conduct to professional relationships with others in the marketing system7 Students will adeptly examine and interpret a wide variety of evolving clientuserconsumer needs represented in ldquothe marketrdquo and will demonstrate sensitivity in crafting aesthetics choices brand action creativity-relevant marketing communication tactics and engagement experiences for these audiences8 Students will possess a foundational knowledge of the sciences behind the art of human persuasion (eg psychology sociology anthropology and economics) and demonstrate how to manage the tension between their role as a) implementers and persuaders of human behaviour emotion relationship consumption and participation and b) their role and contribution to business performance
Brand Identity and Analysis9 Students will compare and classify the impact that contextual factors such as industry context organizational structure and culture and behaviour have on brand development objectives and implementation10 Students will confidently navigate and influence the creative industryrsquos ecosystem by mapping defining and analyzing components and roles and locating themselves in their extended professional community11 Students will recognize that their ability to nourish improve optimize or reinvent brand systems creatively and effectively is affected by a nuanced understanding of market forces organizational culture and practices audiences targeted historic brand identity decisions current tactical needs
FAQ
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 27
Design Fundamentals12 Students will utilize a wide range of conceptual theoretical and practical tools to define brand objectives engage in design thinking develop real world solutions and animate consistent brand architecture that deliver meaning and value for specific audiences and clients13 Students will conscientiously balance creativity-relevant processes with business alignment and specific objectives delivering exceptional branding and marketing communications14 Students will demonstrate courage in their use of design fundamentals and aesthetics developing and demonstrating professional confidence in presenting relevant and thought-provoking solutions Integrated Campaign Design and Execution15 Students will utilize dynamic problem solving and critical skills to evaluate find relevant information refine focus test and finally execute aesthetically informed tactical marketing communication solutions and campaigns16 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
Market Strategy17 Based on specific marketing problemsopportunities in the areas of exploring audience influence and persuasion branding product promotion and marketplace planning students will analyze and select relevant research methods and practices 18 Students will analyze critique and recommend measurable strategies and tactics to enhance local and global sales and distribution processes19 Students will identify and communicate the full value-added potential of an organizationrsquos offerings by helping businesses to successfully bring highly-differentiated whole (or augmented) products into a competitive marketplace
FAQ
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 28
Marketing and Value Creation20 Students will describe the business impact of brand and reputation and confidently measure how this influences audience behaviour and generates value21 Students will recognize the important relationship between value generation and brand strategy (brand purpose systems and aesthetics)22 Students will demonstrate literacy with communication channels and tools translating business goals into engagement strategies for specific markets
4 Why was LinkedIn chosen as the Bissett Professional Portfolio platform
A variety of technical platforms were evaluated against defined criteria Measuring the available software options against our relevant criteria for consideration (uncovered in secondary research of stakeholder needs) the LinkedIn platform both satisfies our full requirements and also provides solutions for ongoing flexibility in future development
LinkedIn is currently a key platform for all relevant stakeholder groups (students faculty and professionals) The use of this platform is currently recommended by faculty to students in our Marketing Program but not required Professionals already use LinkedIn for its vast networking opportunities and rich-media capabilities for profes-sional portfolio development are already built-in Students already use LinkedIn as a living resume showcasing key projects milestones publications etc and building personal networks based on social objects
In addition the LinkedIn platform is customizable flexible and meaningful to our stakeholder interest groups Portfolio content is accessible based on multiple uses including digitally (natural) and offline (printable template functionality built-in) LinkedIn is cost-effective as it is free to use based upon current requirements
FAQ
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 29
5 Why Evidence-Based Marketing as the ldquoentry pointrdquo for the Bissett Professional Portfolio
Evidence-Based Marketing is the first core marketing course is will be composed of primarily marketing majors As a GenEd course Science of Persuasion will capture too many non-marketers The same issue exists for 2150
The Bissett Professional Portfolio seamlessly fits into the current course design for Evidence-Based Marketing which focuses on evidence-based storytelling The current first phase of the course asks students to reflect on their ldquocompetitive advantagerdquo when they graduate In addition students are required to complete a reflective essay on their dream job (through research of employment hiring criteria) These sections will be enhanced in the first two weeks the first ldquocause and effectrdquo case study will focus on identifying criteria that employers use to hire new marketing graduates
It is our goal that following EBM all marketing students will have a career vision and will systematically work towards achieving this vision over their time at MRU It is our goal that their Bissett Professional Portfolio becomes the platform for these students to tell their evidence-based story
6 Why does final Bissett Professional Portfolio verification occur in Market-Driven Strategy
Identifying a single course for final portfolio ldquoverificationrdquo prior to graduation is essential for consistency As the BBA marketing has two capstones either capstone would be suitable as the final verification point However MDS has been chosen for final verification because it has the flexibility to integrate the Bissett Professional Portfolio logically into the current curriculum design
FAQ
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 30
7 How will students who are mid-program be transitioned into a Bissett Professional Portfolio
The Bissett Professional Portfolio will be introduced to all BBA Marketing students in the fall of 2014 All courses (excluding SoP) will include a turnkey and consistent ldquoBissett Professional Portfolio developmentrdquo module to be completed prior to October 15th We anticipate this module will require only one dedicated class with a follow-up in-class review of ldquobest of classrdquo examples Concurrent to the in-class modules we will hold optional ldquoBissett Pro-fessional Portfoliordquo workshops in conjunction with the Marketing Society in the fall to support refinement of their portfolio
Our goal is that all marketing majors will have solid Bissett Professional Portfolios as a baseline and completed by October 15th It is recognized that some students may be working on (and receiving grades for) their portfolio concurrently in more than one class Given the uniqueness and importance of this portfolio this is not considered a concern
8 What professional or volunteer experience will be eligible
The goal of a Bissett Professional Portfolio is for a student to develop skills supported by evidence that are valuable to potential employers or graduate schools Over the length of a studentrsquos four years at MRU a marketing major will be expected to complete a minimum 900 hours of professional and volunteer related activity This experience is based on the 8020 principle Therefore a maximum of 720 hours can be allocated to either ldquovolunteerrdquo or ldquoprofessionalrdquo The remaining 180 hours must come from the other area For example student A had a summer job at an advertising agency and completed 1000 hours In addition student A was also an executive of the Marketing Society and completed 300 hours This student would allocate 720 hours of this time to their professional hours and 180 hours to the volunteer pool to for a total of 900 hours and achieve their minimum requirement for graduation
FAQ
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 31
9 Will students be able to integrate previous professional or volunteer work experience into their portfolio
As it is Bissett Professional Portfolio students will be encouraged to include ALL professional and volunteer experiences in their portfolio However as an expected start-date of fall 2016 the 900 minimum verified hours must be completed during the time they were enrolled at MRU as a student So for example they may include verified student council activity from year 1 (prior to declaring their marketing major) however they could not include a summer job from high school towards their verified hours The goal of the Bissett Professional Portfolio is for students to reflect on their part-time or summer employment or their volunteer activities with intentionality and link to program outcomes defined as critical to employers
10 What career services workshops and networking activity area eligible
Career services offer a range of career planning courses for students ranging from resume writing to interviewing skills A recommended minimum of four workshops must be completed over their four years In addition students will be encouraged to engage in a minimum three networking activities over their four years There are numerous opportunities on campus to support students such as the Marketing Societyrsquos networking breakfasts Experience from both workshop and networking activity will be required to be verified
11 How will students verify their Bissett Professional Portfolio activity (eg experience workshops networking)
The verification process will follow the same principle as co-op work-terms but be based on LinkedIn It is critical that the experience a student has is linked to program learning outcomes but is not overstated Authenticity and transparency is essential for the BBA Marketing Bissett Professional Portfolios to be perceived as valuable to employers Therefore all professional or volunteer activity that a student wishes to allocate to meeting the 900 hour minimum will be subject to a two-step written verification process that is the responsibility of the student to manage prior to submitting their portfolio for final review at the beginning of Market-Driven Strategy
FAQ
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 32
Level-1 verification All hours included in a Bissett Professional Portfolio must be verified in writing from a manager supervisor in the organization It must verify (a) total hours (b) how experience is linked to supporting specific learning outcomes Level-1 verification can be integrated into their Bissett Professional Portfolio through one of two methods
LinkedIn Recommendation Verification can be done in the form of a LinkedIn recommendation In this case they would invite the individual to submit a written recommendation on their LinkedIn profile This is simple and can be completed in minutes Students will have the ability to only make these verification recommendations visible during the final verification review Written Verification Optionally a student may receive a written letter from the organization verifying the hours and links to learning outcomes This letter would then be uploaded and attached to their LinkedIn profile (under the associated position) during the final verification review Once a position is verified by MRU this letter can be removed from a studentrsquos profile if they choose
Level-2 verification Similar to co-op work-terms all hours included in a studentrsquos Bissett Professional Portfolio may be subject to level-2 MRU verification In this case an MRU faculty member or administrator will follow-up with an organization directly to confirm the details of the role and experience
12 How will the Bissett Professional Portfolios be verified during Market-Driven Strategy
The completion of the Bissett Professional Portfolio requirements will be embedded as a key learning outcome in Market-Driven Strategy (4858) Therefore for a student to successfully complete this course they must provide evidence of a verified Bissett Professional Portfolio that meets the minimum defined requirements This requirement will be introduced in the fall of 2014 but will be a ldquosoftrdquo target for the first two years Therefore students will be encouraged and coached to achieve or exceed the minimum 450 hour target workshops and networking activity but these will not become a requirement for the successful completion of MDS until fall 2016 expected start-date
FAQ
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 33
13 What happens if a student has not met their minimum requirements of their Bissett Professional Portfolio Will this delay their graduation (as they will not pass their final capstone course)
Starting in fall 2016 it is anticipated that all students will be required to submit a verified Bissett Professional Portfolio to complete the requirements of Market-Driven Strategy This Bissett Professional Portfolio must provide verified evidence of completing all mandatory requirements related to professional volunteer experience linked to learning outcomes career workshops and networking events
To ensure this is on track during every 3000-Level course faculty will review each studentrsquos Bissett Professional Portfolio to confirm they are on track to meet the minimum criteria prior to proceeding to their final year capstones It is our goal that all students who proceed to MDS will have completed the minimum requirements for graduation prior to the start of MDS Therefore the Bissett Professional Portfolio will be submitted in week three of MDS for final review and verification that all program requirements have been met If the MDS faculty have determined that a student has not completed this core requirement for the Bissett Professional Portfolio they will have the remainder of the semester to complete these requirements to meet the minimum requirements to receive credit for MDS
14 How will co-op be integrated seamlessly
The co-op program remains very active and encouraged All co-op work activity are eligible for the Bissett Professional Portfolio (one work-term achieves the minimum requirement for professional hours)
15 Will student LinkedIn profiles be public
All LinkedIn users can control the details of their public profile (eg pictures summary positions skills education etc) depending on the goals of their Bissett Professional Portfolio Strategies to maximize the exposure of their Bissett Professional Portfolio will be reviewed during the program and in Bissett Professional Portfolio workshops
FAQ
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 34
16 How will we know if the Bissett Professional Portfolio is perceived as valued by students and employers
It is our intention to conduct formal research following implementation to assess the perceived value of the Bissett Professional Portfolio from both a student and an employerrsquos perspective The portfolio will be refined based on the results of this research It would be our intent to receive HREB approval for this research to support publication of the results
17 Why did the pilot implementation have a goal of 450 hours - but the final portfolio is 900 hours
Based upon initial pilot review through Fall 2014 it was recommended through student and marketing society feedback that professional experience hours be increased to 900 hours split between soft skills and marketing related skills to maintain competitiveness with related academic programs (ex Public Relations) and to encourage tiered strategic and intentional professional development in conjunction with academic studies This was strongly recommended to encourage firstly reflection in initial portfolio development and secondly inten-tionality through early career decisions which strategically position for success upon portfolio completion and graduation as a Bissett marketer
FAQ
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-
page 35
Tyler Massie Lead designer author
Colleen Bradley Career Services fundingHaley Daniels Marketing Society workshop developmentPatricia Derbyshire Marketing faculty liaison implementationDavid Finch Marketing faculty liaison project leadLisa Gaylor Career Services work experience coordinatorAmanda Schaufele Peer review supportJenna Shaw Peer review supportChris Vogel Peer review support
Marketing Partnership Council Feedback guidance and support
Developed in collaboration
Acknowledgements
v60Massie Finch December 2014
- bmp-title page
- BMP draft v50
-