well in the segments of the marketing courses he took that focused on
the creative aspects of doing marketing strategy and promotions.
About a year ago, Peter decided that he’d like to get into the busi-
ness of promoting fitness. With this in mind, just before the start of this
academic year, he conducted an informational interview with the mar-
keting director of a health club where he is a member in order to learn
about the qualifications he’d need to get a marketing job in this field.
He learned that while real-world marketing experience is pre-
ferred in candidates, if he could demonstrate that he has done some
promotional work while at school, and been successful at it, that would
make a positive impression on interviewers. And so Peter, who’s never
had anything other than cut-the-lawn type summer jobs, decided to
make an extra effort in his role as the Future Marketers’ Club promo-
tions coordinator, which he thoroughly enjoyed doing. He also learned
that presentation skills and the ability to use the computer to create
marketing materials would be particularly valued in candidates for
entry-level marketing positions. To develop his skills in these areas,
Peter took some workshops for which he received certificates.
There are some soft spots in his academic record, but Peter has
also been industrious in important ways during his school career. He
now needs a way to get potential employers to see the things he can do
for them. Peter is confident that he will succeed in a marketing job if
given the opportunity. He decides to create a Can-Do Portfolio to get
that opportunity.TARGETED JOB
Peter responded to the following ad in the newspaper and was offered
a job interview.Assistant Marketing Manager for Fitness Club
The role of the assistant marketing manager is to support the development
and distribution of marketing and sales materials and to assist in the pro-
duction of advertisements, marketing brochures, sales kits, and other pro-
motional materials. Responsibilities also include designing layouts, as-
sisting with the creation and implementation of strategic marketing
plans, making presentations to institutional customers, staging promo-
tional events, creating customer surveys, and writing articles. The position
requires at least a two-year degree and relevant experience in the field or
academic equivalent.DESIRED P.E.A.K.S.
As noted earlier, before the start of his final year at a community col-
lege, Peter conducted an informational interview with the marketing
manager of a local health club to find out what the key qualifications
would be for an entry-level marketing job in the fitness field. He
learned that the following P.E.A.K.S. are highly desirable for this type
of work:190 Part II: Examples of Targeted Portfolios06.qxd 6/27/03 8:35 AM Page 190
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