Assessment Portfolio

Assessment #3 – Portfolio

The Portfolio task is an ongoing assessment activity that starts in Week 1 and is supported by seminar topics and tutorial activities. In summary, it requires students to:

  • Provide a professional introduction, identify role models and outline career aspirations
  • Self-assess skills against the official marketing standards for undergraduate students (and provide supporting evidence of development)
  • Create a five-year Career Management Plan, which involves identifying goals and specific activities that will help to achieve the marketing standards and career aspirations
  • Create a LinkedIn profile and create/update CV to promote strengths and experiences in a professional format

Your Portfolio is a personal and creative document, comprising of four key sections.  It can be presented in the form of a word, publisher. It is up to you to work out how you want your Portfolio to look.
Your Portfolio must include a cover page which includes your name, role (or degree), an ‘elevator pitch’ that you could use at networking events and a professional photo of yourself.  Whilst constructing your Portfolio, make sure that you have a consistent story that is not repetitive – think about where and how to present information within the word count.  All Portfolios should be submitted as a PDF document (File > Print > PDF > Save as PDF).  The marking rubric for this task is available here.


This section is essentially a summary of the content from your “About You” presentation where you outlined your career inspirations and aspirations. Students are expected to outline:

  1. A professional introduction that outlines your current experience/skills and general career aspirations. (my name is samia , from china and my major is accounting)
  2. Who/what inspires you on either a personal or professional level and why. (I am inspired by wenzhou people, i growed up in Wenzhou. Wen zhou people are famous throughout china for their business and money making skills)
  • A discussion of your career aspirations – what type of organization, sector or marketing role are you seeking.  Attach a job ad for a role that you aspire to hold in the future in your appendix.  Find a role that you aspire to have in the short term (12 months) and long term (3-5 years).
  1. Have your views on any of the above changed throughout the last 13 weeks? If so, what has changed?


Students are required to perform a self-assessment of all skills outlined in the ABDC Marketing Standards guide using the Stages of Development Framework (adapted from Walker et. al. 2009). This section should include:

  1. Self-assessment of Communication Skills (this can be adapted from your reflective piece in Assessment 2).  Add examples and a reflection on how you have developed the following skills: oral and written communication; negotiation skills; and your ability to give constructive feedback. To provide evidence, attach individual journal entries or supporting documents related your development of communication skills during this course.
  2. Self-assessment of Knowledge, Analysis, Judgement and Social Responsibility Skills – write a short paragraph for each area and include examples of how your ability to think creatively, critically and reflectively has developed during this course. Attach journal entries or examples related your development of these skills during this course as supporting evidence.
  • Perform an overall analysis of your skills using the Johari Windowand SWOT framework (Strengths, Weaknesses, Opportunities & Threats). Your SWOT analysis should incorporate each of the skills outlined above to provide a summary of the strengths, weaknesses, opportunities and threats to your career aspirations.  Be sure to link the skills within this self-analysis to your future aspirations.

Devise a Career Management Plan that includes areas for development and specific opportunities that will help you to develop new skills and knowledge. Your Career Management Plan can be presented visually in the form of a table or figure.  It should be based on your self-analysis and linked to your aspirations (i.e. show how you will gain specific marketing skills and why these are important for your career aspirations). You can use the job advertisements attached to your appendix to give you guidance on the type of skills and knowledge required for your aspirations.

Your Career Management Plan should also cover pre and post-graduation. For example, with pre-graduation, you may want to identify and explain your choice of electives and other university opportunities. How can you continue to develop yourself post-graduation? Include at least one professional association/industry activity per year and identify specific activities/ times to take advantage of opportunities for volunteering, overseas travel or marketing related paid work that can further develop your skills and knowledge.

Remember to follow SMART terminology. For example, include a specific career goal to achieve by graduation. Identify how you can measure success in each area of the marketing standards. Show how it is also relevant to your career aspiration by identifying how it is needed for the role chosen as your career aspiration.


PART 4: SUPPORTING DOCUMENTS/ APPENDIX (Not included in your final word count)
Students are expected to provide the following supporting documents in their appendix:


  1. Screen shots of two job advertisements you aspire to hold in the short and long term (i.e. 12 months and 3-5 years).
  2. Your LinkedIN Profile – this includes a professional photo of you, summary of ‘who you are professionally’, work experience details, education – include current degree and prior studies, add any Honours or awards that demonstrate skills relevant to a career in marketing. Take a screen shot that includes your photo and add as an appendix to your Portfolio.
  3. CV/Resume – Ensure that this matches the details in your LinkedIN profile, formatted as per Career Services advice and is no more than 2 pages.
  4. Appropriate journal entries or supporting evidence to justify your skills and development plans.
  5. Appropriate references are required for sources used, including photos.  Referencing guides can be accessed


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