Marketing Portfolio

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Kenyatta University *

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Marketing

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Nov 24, 2024

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1 Personal Marketing Portfolio Student’s Name Institutional Affiliation Course Name Date

2 Personal Marketing Portfolio Introduction My desire to pursue a course in marketing has mainly been motivated by my other desire of starting and running a successful business here in the United States. My main objective has always been to acquire communication, people, and public relations skills that are all essential in running a successful business and ensuring effective interaction with the relevant stakeholders. I am senior student at University of South Carolina (USC) Upstate. I was set to graduate this year, but I had to complete a couple of electives. Most recently, I moved to New York to work as an art dealer. I have pursued a Bachelor of Arts degree in communication, focusing on areas such as crisis communication, art history, television studio production, and writing for the media among others. Despite this, I still believe that I need to build my skill set to be perfect at what I intend to do. Therefore, to supplement my interest in art, I want to learn about the basics of marketing and how to run an organization. The main purpose for doing this is to enable me market artwork at my gallery. I am pleased with the opportunity that online learning provides as I can attend my internship and learn at the same time. This personal branding report is aimed at providing more information about myself and my current and future brand. An effective market plan will enable me to achieve my future objectives. The report will provide a situational analysis that will highlight my significant life events, accomplishments, disappointments, and my interest inventory. The report will identify my strengths, weakness, opportunities, and threats (SWOT) to determine my best advantage. The report will also identify my objective, target market, marketing mix, and action plan. This report will prove that I have well-planned future that will build my career as an art dealer and marketer.

3 Situation Analysis Significant Life Events Getting a scholarship is among my main significant life events. I received the HOPE scholarship, which is aimed at supporting outstanding students educationally by providing financial assistance at different levels of learning (Georgia Student Finance Commission, n. d.). The fact that I qualified to get the scholarship proved that I had given my maximum effort in ensuring that I excelled in my academics. The scholarship provided me with an opportunity to pursue a Bachelor of Arts in Communication degree at USC. While I am yet to graduate, I will always be thankful for this scholarship program for giving me an opportunity to pursue my career, goals, and dreams. I will always refer to it whenever I introduce myself. My second significant life event was my decision to move to New York. New York is a land of opportunities with over a million businesses in existence. Moving to New York has provided with an opportunity of pursuing my career in art. As new businesses are cropping from time to time, I also had the desire of being part of it. I believe that New York will provide me with an opportunity of building my art business. As I await to graduate, I decided to get an internship to understand how the market works. This has also been supplemented by my course in marketing. I cannot wait to see what New York has in store for me. I am grateful to my brother for supporting me through this journey. My other significant life event, which never took place, was my graduation. Every student desires to graduate from the university or college to pursue his or her career. I was set to graduate this year, but unfortunately I could not, as I had to take care of electives in my senior second semester. However, I do not consider this as a setback. I see it as an opportunity to continue

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4 building my skill set and come out when the time is right. After my graduation, I will have all the skills I require to pursue my dreams and goals. Accomplishments My main accomplishment in the academic setting is pursuing my Bachelor of Arts in Communication degree. My main objective was to work as hard as possible to ensure that I graduated and received my certificate. It is only through this certificate that I can prove my skills and abilities. While I am yet to graduate, I am glad that it will happen as soon as I am done with my electives. I think that my main difficulty has been adjusting to the busy life of the university. However, hard work and persistence has always been part of me. I know where I want to go and what I need to achieve to get there. My main accomplishment in the service area has been my involvement in leadership positions at the university. While I have a major interest in art, I have always believed that the success of any endeavor is based on effective leadership. Therefore, my objective has been to utilize different leadership opportunities at the university to build my skill set. I have worked as a news reporter at the university. I have also been a black students’ leader and helped in starting the first school news morning show. Coming up with ideas, as a leader has been a challenge for me. However, I believe that challenges make us better and more prepared for future situations. My other service accomplishment is making the decision to start working as an art dealer. My main objective is to graduate and finally pursue my dream career. However, I am glad that I have had the opportunity to pursue my career before graduating. While my main challenge has been adjusting to the life in New York and balancing my school and work, I rely on the support and inspiration that my brother has provided. He did not only inspire me to pursue my dream, but he also gave me an opportunity of doing what I love in New York.

5 Disappointments My major failing during my college career was the failure to complete a couple of electives in my second senior year. While I had put enough effort to pass my electives, I still failed them. I do not have a specific reason why this happened, but I believe that there were distractions that caused it. This taught me the importance of focusing on what I do. While there might be unavoidable challenges in life, working hard without any distractions provides one with an opportunity of overcoming such challenges. I have enrolled for two electives, and I am looking forward to completing them and graduating. Interest Inventory The six interests that I care about from the list provided are:  Planning  Leading  Performing  Innovating  Exploring  Problem-solving Apart from this, the three activities that I care about are:  Artistic activity  Administrating  Designing

6 SWOT Analysis SWOT analysis refers to a strategic planning technique that helps an individual or organization to identify their strengths, weaknesses, opportunities, and threats (Sarsby, 2016). An effective SWOT analysis does not only support the decision-making process, but also aids planning and understanding the strategic position of an individual or business. It identifies the internal and external factors that affect the achievement of individual or organizational objectives. Strengths My ten most important strengths are hard work, persistence, creativity, determination, dedication, versatility, discipline, respectfulness, performance, and leadership. I have always believed in hard work . It is the main reason why I got a scholarship and went ahead to pursue my career. It is also the reason why I am still in school today to achieve my goals and dreams. Persistence has enabled to continue with my learning despite the difficulties that I have faced before. It has also enabled me to start my career while still striving to finish my studies. As an art dealer, creativity is one of the key aspects of success. It will allow me to come up with strategies that will give me a competitive advantage in my gallery. My determination has enabled me to enroll for online learning while still on an internship. It has pushed me to New York to achieve my dream, just as my brother did. I am dedicated to my education and my future career. It is the reason why I moved to New York, got an internship, and enrolled for online classes. Versatility has enabled me to adjust quickly to the new life in New York. I work and learn at the same time. Versatility has also enabled to work different jobs in different organizations including Spartanburg Medical Center, Outback Steakhouse, and Texas Roadhouse among others. Discipline has made me committed to the process no matter the challenges. It has enabled me to balance my career and

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7 education. Respectfulness has allowed me to stay peacefully with my brother in New York. It has also enabled me to build good relationships with the different people I have met in the course of my career. Performance gave me the scholarship I wanted. It also gave me an internship and the opportunity to pursue the career of my dream. Leadership has allowed me to be in charge of various activities in my school. It will be effective in building my future career. Weaknesses My main weaknesses are giving too much help to others , being critical of myself , and taking many risks . I sometimes concentrate on other people’s problems and issues so much that my mind diverts away from myself. However, I am learning to put my goals and objectives before others. I criticize myself whenever I fail to achieve my goals. I sometimes blame it on my failure to focus, when there are other factors involved. However, I have learned to embrace both my positive and negative experiences. I am also a high-risk taker. I take risks is school, work, home, and in almost every situation. For example, I took the risk to move to New York to be an art dealer. To work on this, I am prioritizing on the risks and taking only those that will lead to positive results. Opportunities Mobile video marketing is the first trend to be watched in the next five years, and which will positively affect the need for persons with college degrees. 74% of individuals aged 18-34 years in different households are moving to online streaming services (Maryville University, n. d.). Therefore, more graduates with this degree will be required to implement a mobile marketing strategy. In the next five years, more jobs will be created in the communications industry (Hillman, n. d.). Graduates will be qualified for jobs in different areas including news, television,

8 media, and design. Creativity is another trend that will be highly valued in the next five years. Therefore, creative professionals will be required to take up different job positions. Threats A threat that will negatively affect the need for college graduates majoring in communications is the rise of artificial intelligence. Artificial intelligence is slowly taking over some of the jobs in the communication industry (Maryville University, n. d.). Some jobs in media, design, and television and could be completely wiped in the next five years. The SWOT analysis has identified my strengths, which are hard work, persistence, creativity, determination, dedication, versatility, discipline, respectfulness, performance, and leadership. It has identified my weaknesses, which are giving too much help to others, being critical of myself, and taking many risks. It has identified my opportunities, which are mobile video marketing, wide variety of jobs, and the need for creative professionals. It has identified my weakness to be the rise of artificial intelligence. From this, it is obvious that my strengths and opportunities will be enough to overcome my weaknesses and threats. Objective My ideal job position ten years after graduation is a brand manager in the media and marketing industries, mainly in the United States, but also in other parts of the world. I would want to work in the e-commerce, and specifically the retail industry. I would want to work as a brand manager for Amazon. My job duties will include overseeing the positioning of products and services in the market, analyzing consumer reactions, and developing communication campaign. My average annual salary will be $116,000.

9 In this job, I will want to be known for attracting the largest number of customers. I will want to be known for creating products that meet the needs of customers. I will want to have various products under my name. I will want to be known for developing long-lasting campaigns that generated positive reactions from customers and the public. Target Market The first job that I will hold after completing my schooling is working in an art gallery. The top three industries that I would want to work in are media, technology, and retail. Both the media and retail industries are involved in art galleries and exhibitions. Technology will determine the future of the art industry. I choose the retail industry as it is involved in every marketing aspect of art. It is also the industry that brings together many other industries and businesses. Three employers in the retail industry that I would want to work with are:  Amazon (North Seattle, United States): it is the leading retailer in the global industry.  Alibaba (Hangzhou, China): it has a diverse portfolio of companies in different business sectors  Walmart (Arkansas, United States): it is the largest private employer in the world Marketing Coordinator Communication Specialist Social Media Specialist Amazon 10 10 8 Alibaba 10 8 9 Walmart 9 7 6 The criteria for ranking involved an analysis of the salary, benefits, work schedule, opportunities for growth, and location. The job that I would choose is marketing coordinator at Amazon. The employer would require me to coordinate marketing initiatives and activities for the business (Glassdoor, 2021). Some of the skills and interests that will be required include marketing experience, organizational skills,

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10 communication skills, creativity, and analytical skills among others. They match my personal skills as indicated in the situational analysis. Positioning Statement To Amazon Inc ., Archiebald Raphulu is the candidate for marketing coordinator who offers hard work, leadership, creativity, versatility, and performance .  Hard work : I worked hard to get my scholarship to study for my degree. I worked as an intern while studying. I also moved to New York to start as an art dealer.  Leadership : I was a leader of different groups at the university  Creativity : I work as an art dealer in New York, I find creative ways of enticing customers  Versatility : I moved to New York and quickly adjusted to work and school  Performance : I performed well in my academics and as an intern Market Mix Product: I am on the process of improving my marketing skills by taking an elective course. Price : My expected average annual salary is $60,000 (Glassdoor, 2021). Benefits include sick days, paid vacation, medical insurance, and travel allowance. This is a fair starting salary for me. Place : I will make contact with the target employer using email. Beth Galetti (410 Terry Ave N, Seattle, Washington 98109, US, Phone: (888) 892-7180), the vice president of human resources will make the hiring decision. The names of individuals that can provide with insight about Beth Galetti are:

11  Alyshia Williamson (410 Terry Ave N, Seattle, Washington 98109, US): Contact: (888) 892-7180. I will contact her 3 weeks before the contacting Beth Galleti. I will use the phone number  Jeff Blackburn (410 Terry Ave N, Seattle, Washington 98109, US). Contact: jblack@amazon.com . I will contact him a week before contacting Beth. I will use email  Greg Pearson (410 Terry Ave N, Seattle, Washington 98109, US). Contact: gcpearson@gmail.com . I will contact him a week after talking to Beth. I will use email Promotion:  Resume  Cover letter Action Plan The actions that I will need to implement my plan are: i. Graduate from university by the end of this year ii. Finish my internship this year and proceed to start my gallery iii. Run an art gallery by 2022 to assess my skills and gather the required experience iv. Pursue a master’s degree from 2024 to further my career opportunities v. Apply for a job at Amazon in 2023 after establishing my business to enter the corporate world

12 References Georgia Student Finance Commission (n. d.). HOPE scholarship. https://www.gafutures.org/hope-state-aid-programs/hope-zell-miller-scholarships/hope- scholarship/ Glassdoor (2021). Marketing coordinator job description. https://www.glassdoor.com/Job-Descriptions/Marketing-Coordinator.htm

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13 Hillman, C. (n. d.). Masters of Arts in mass communication. University of Florida. https://onlinemasters.jou.ufl.edu/10-reasons-consider-career-communication/ Maryville University (n. d.). The future of media: Concepts and trends for communication professionals. https://online.maryville.edu/blog/future-media/ Sarsby, A. (2016). SWOT analysis. Lulu.com.

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