The Career Portfolio Workbook

198 Part II: Examples of Targeted Portfolios

K

Marketing Concentration at State Community College

Marketing Promotions and Communications

In this course I learned how to choose and create the basic promotional tools that are available to

the marketing manager, including advertising, sales promotion, personal selling, and publicity. We

were given assignments where we actually created marketing tools.

Consumer Behavior

In this course I studied consumer behavior in the context of the overall marketing environment and

market segmentation. There was a tremendous emphasis on understanding the turbulent

environment surrounding the marketing decision-maker.

Market Research

Here we learned how marketing information can be used as the basis for decision making. Topics

included the cost and value of information, research design and instrumentation, data analysis, and

forecasting.

Strategic Marketing Management

This was the capstone course in marketing that integrated the marketing functions of product,

price, channels, and promotion with the concepts of strategic planning. Emphasis was on the

importance of this integration for carrying out effective marketing. This course essentially summed

up the entire core curriculum for the AS in Marketing. Each of us was assigned a company for

which we were required to develop a strategic marketing plan that we had to present and defend in

an oral presentation. And we participated in many group problem-solving exercises.

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