Bissett Professional Portfolio (December 2014)

Bissett
Professional
Portfolio

Contents
What is the Bissett Professional Portfolio?
What are the portfolio components?
What experience is eligible?
How is the portfolio integrated into the degree?
How do I get my experience verified?
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

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 is:
• A toolkit to help you discover and express who you are;
• 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;
• A public platform designed in collaboration with industry;
• A medium to transform intangibles into tangibles;
• A medium to build professional marketing confidence;
• A medium to provide evidence of potential to targeted audiences;
• An integrated component of your bachelor’s degree;
• A road-map to achieve your vision and;
• A collection of experiential opportunities to build confidence and
reputation

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.
“The future depends on what we do in the present.”
- Mahatma Gandhi
“Ambition is the path to success. Persistence is the vehicle you arrive in.”
- Bill Bradley
WHAT IS
YOUR
VISION?

Skill
Development
900 hours
Portfolio components
Ongoing development
throughout your degree
Professional
Experience
Networking
Workshops
Unique
Artifacts
Volunteer
Experience
Personal
Engagement
Experiences
+
+
=
=
Portfolio
+
Achieve your
professional
vision

How will this help me?
• 250 000 Canadians graduate from
university each year
• 20% are business students
• GPA is ranked 16/20 in importance as a factor
for employers when hiring a new graduate
• ‘Soft-skills’ are ranked as
the most important factor
• 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
• The workforce is highly competitive
to those who are unprepared

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 80/20 principle. Therefore, a
maximum of 720 hours can be allocated to either “volunteer” or “profes-
sional”. The remaining 180 hours must come from the other area.
Total 900 hours
SKILL DEVELOPMENT
volunteer
professional volunteer
professional
or
80
20

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 Awareness:
Soft Skill Development
Deliberate Decisions Towards Career:
Marketing Skill Development
• 450 hours (minimum)
• Broadly defined, variety of applica-
ble employment positions
• Reduced barrier to entry, captures
existing student profiles, encourages
reflection to develop career aspira-
tions and path to success
• 450 hours (minimum)
• Narrowly defined, marketing and
sales specific roles specializing in
early career development
• Encourages thoughtful decisions to
achieve future career goals through
selectiveness and relevance
Service Industry
(Waiting tables, bartending)
Customer Service Representative
Retail Associate
Financial Service Representative
Office Administrator
Cashier
Merchandiser
Receptionist
*Additional at Faculty Discretion
Soft Skill Development
Marketing Advisor
Digital Media Analyst
Marketing Assistant
Sales Representative
Marketing Specialist
Event Promotions
Marketing Assistant
Brand Ambassador
Account Manager
Marketing Coordinator
Social Media Manager
Graphic Designer
Marketing Internship
Entry Level Marketing Role
Marketing Skill Development
Example Roles

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: Offsite:
Marketing Society Christmas @ Cannes
MRU Network Events Ad Rodeo
Career Fairs Startup Calgary
Co-op Work Terms

Why are professional development
workshops required?
Helpful
Resources
Career Services
Workshops
Co-op Orientation
Marketing Society
Institute for
Innovation &
Entrepreneurship
Calgary Marketing
Association
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.

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.
• resume structure
• visual media integration
• network creation
• skill verification and endorsement
• professional platform of choice
“People with more than 20 connections are 34 times
more likely to be approached with a job opportunity
than people with less than five”
- Ten Ways to Use LinkedIn, Guy Kawasaki
source: power+formula 2012 Linkedin User Survey
Intuitive Information Design

Introduction: Evidence-Based Marketing
Evidence-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 advancement
Throughout 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?
Portfolio
Integration
• EBM as entry-point
• Skill tracking
throughout degree
• Corresponds to
relevant curriculum
design
• Includes
extracurricular
components

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

Endorsement and recommendation
All hours that you accumulate in the Skill Development cluster of your
portfolio are to be verified in writing from a manager/supervisor in your
firm or volunteer organization prior to graduation. This can be completed
through;
• LinkedIn recommendations
• Written verifications
• 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 Strategy
During 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
• Capture, manage, and
display relevant skill
development
• Ability to collect and
manage references as
recommendations
• Capstone verification
for program
completion
• Professional
experience will be
verified by your
employer and faculty
through provided
forms

Linking to skill development
Title
Head Bartender -
Earls
(380 hours.)
Soft Skill Experience
• Four years customer service
experience.
• Averaged 15 hours per week
during school year.
• Promoted to head bartender.
• Responsible for training new bar
staff.
Link to Learning Outcomes*
Developed 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.
Title
Call Centre
Representative -
TELUS
(350 hours.)
Soft Skill Experience
• Two years call centre
representative experience.
• Responsible for all TELUS
consumer products and
experience.
• Was employee of the month, for
three separate months.
• Exceeded customer service
targets for 18 of 24 months
Developed 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

Linking to skill development
Title
Vice President -
MRU Marketing
Society
(90 hours.)
Marketing Skill Experience
Responsible for all MRU Marketing
Society events.
• Hosted 3 alumni guest
speakers. Total attendance of
150 students.
• Hosted 2 career workshops.
Total 42 students attended.
• Hosted agency crawl.
63 students attended.
Adeptly examined and interpreted a wide variety of
evolving client/user/consumer needs represented in
“the market”, 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.
Title
Sales Coordinator -
CIR Realty
(380 hours.)
Marketing Skill Experience
Reported to VP Marketing.
Supported sales team of 100 reps.
• Booked 75 client meetings.
• Managed all corporate digital
and social media.
• Responsible for processing
contracts and sales administration.
• Coordinated annual sales meeting
(100 in attendance).
Demonstrated 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.

Past and present experience
Students 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 Feedback
The 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?

Portfolio inspiration
“There are over 39
million students and
recent graduates on LinkedIn.
They are LinkedIn’s fastest-
growing demographic.”
You are not doing this alone. You are part of a network and community
with 100’s 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

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 Making
2. Market Needs Analysis
3. Marketing Relationships
4. Brand Identity and Analysis
5. Design Fundamentals
6. Integrated Campaign Design and Execution
7. Market Strategy
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

Assembling your portfolio
Name - Use your real name.
Headline - Sum up your professional “identity” 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 for.
Photo - Upload a professional, current headshot. You should be easily recognizable. Do not use family photos or pictures of
your adorable baby or pets.
Custom 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 variation.
Summary - 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 claims.
Experience - 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 activities/societies or additional notes worth sharing.
Recommendations - These will be accumulated through your degree.
Interests - 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 experience.
Personal Information - Provide any personal and contact information that you feel comfortable sharing, including other social
media handles, if professional.
Additional Sections - There are a variety of optional sections that you can use to enhance your profile such as reading lists,
volunteer experience, languages, etc.
Privacy Settings - Review your privacy settings. Make your profile as visible as possible for networking.
source: BEMinteractive.com

Using your portfolio
Tips for effective development
Your 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:
• Joining a minimum of two groups during portfolio development
• Engaging in discussion forums
• Exploring thought leadership on platform
• 100% profile completion
• Relevant multimedia publication
• Collect and analyze data and trends
• 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

Generating perception and influence
1. Identify the best group opportunities
2. Target the most popular discussions in each group
3. Start your own discussion(s)
4. Follow up on conversations and opportunities
5. 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

Applying for Jobs
In 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 you’re viewing your profile while you’re 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 homepage.
2. Move your cursor over the arrow icon next to the Edit Profile button.
3. 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

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 industry.
Ask for introductions through your network to get connected to companies
you’re interested in working for.
Share 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 search.
Sign for saved search email alerts to get automatic notifications about new jobs
that meet your criteria
Share updates with your network -- like interesting articles, links to videos, or
presentations.
Job Search
What is the Bissett
Professional
Portfolio?
Sample profiles
Gathering data
and support
Assembling your
portfolio
Using your
portfolio
Portfolio checklist
Appendices

Prepare for success
Learn more about a company’s products and services, latest news, employees,
job opportunities, and more.
See how you you’re connected to each company through your 1st, 2nd, and
3rd degree connections.
See statistics on employees, including where they worked before and after that
company.
Follow companies you’re 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 webinars.
Visit Linked job search tips blog for additional resources
Additional Resources
What is the Bissett
Professional
Portfolio?
Sample profiles
Gathering data
and support
Assembling your
portfolio
Using your
portfolio
Portfolio checklist
Appendices

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 student’s 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:
• A medium to help them discover and express who they are professionally;
• 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;
• A medium to transform intangibles into tangibles;
• A medium to build professional marketing confidence;
• A medium to provide evidence of potential to targeted audiences;
• An integrated component of the marketing degree; and
• 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:

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 “Marketer” from a “Bissett Marketer”. 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 Making
1. Students will adeptly evaluate the potential of various markets to sustainably meet organizational
marketing objectives.
2. 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 organization.
3. Students will confidently develop business cases and make strategic decisions in order to plan and
implement effective product launches in a competitive marketplace.
4. 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 history.
5. Students will plan, design, and execute marketing research projects.
FAQ

Marketing Relationships
6. 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
system.
7. Students will adeptly examine and interpret a wide variety of evolving client/user/consumer
needs represented in “the market,” and will demonstrate sensitivity in crafting aesthetics choices,
brand action, creativity-relevant marketing communication tactics and engagement experiences for
these audiences.
8. Students will possess a foundational knowledge of the sciences behind the art of human persuasion
(e.g., 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 Analysis
9. 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
implementation.
10. Students will confidently navigate and influence the creative industry’s ecosystem by mapping,
defining, and analyzing components and roles and locating themselves in their extended
professional community.
11. 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

Design Fundamentals
12. 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 clients.
13. Students will conscientiously balance creativity-relevant processes with business alignment and
specific objectives, delivering exceptional branding and marketing communications.
14. 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 Execution
15. 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 campaigns.
16. Students will demonstrate literacy with communication channels and tools, translating business
goals into engagement strategies for specific markets.
Market Strategy
17. Based on specific marketing problems/opportunities 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 processes.
19. Students will identify and communicate the full value-added potential of an organization’s offerings
by helping businesses to successfully bring highly-differentiated whole (or augmented) products into
a competitive marketplace.
FAQ

Marketing and Value Creation
20. Students will describe the business impact of brand and reputation, and confidently measure how
this influences audience behaviour and generates value.
21. 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

5. Why Evidence-Based Marketing as the “entry point” 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 “competitive advantage” 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 “cause and effect” 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 “verification” 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

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 “Bissett Professional Portfolio development” 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 “best of class” examples. Concurrent to the in-class modules we will hold optional “Bissett Pro-
fessional Portfolio” 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 student’s 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 80/20 principle. Therefore, a maximum of 720 hours can be allocated to either
“volunteer” or “professional”. 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

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 Society’s 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 (e.g. 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

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 student’s profile if they choose.
Level-2 verification: Similar to co-op work-terms, all hours included in a student’s 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 “soft” 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

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 student’s 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 (e.g. 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

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 employer’s 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

Tyler Massie Lead designer, author
Colleen Bradley Career Services, funding
Haley Daniels Marketing Society, workshop development
Patricia Derbyshire Marketing faculty liaison, implementation
David Finch Marketing faculty liaison, project lead
Lisa Gaylor Career Services, work experience coordinator
Amanda Schaufele Peer review, support
Jenna Shaw Peer review, support
Chris Vogel Peer review, support
Marketing Partnership Council Feedback, guidance, and support
Developed in collaboration
Acknowledgements
v.6.0
Massie, Finch, December 2014

Bissett Professional Portfolio (December 2014)

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