THE MARKETING EXECUTIVE — Premium EPS Track 1 Portfolio Guidebook

00 / A field-ready portfolio workspace

A professional case. An original student response.

A neighborhood bakery may have irregular weekday orders and little insight into why first-time buyers do not return. The strategy must be validated, not merely advertised.

11Required final sections

16Continuity portfolio exhibits

10 minFinal oral pitch

CASE SIMULATION — NOT AN ACTUAL CLIENT

The case brief

Test clearer pickup offers, a simple reorder path and consent-based customer retention before expanding paid reach.

Customer hypothesis: Working adults, nearby office teams and households seeking convenient and dependable baked goods.

Value promise: A reliable pre-order and scheduled pickup experience, with clear menu, availability and prices.

Your full name

Your chosen business / client

Your professional title

Venture location and real/proposed status

Your 120–180-word portfolio abstract

Example you can follow: A small local business may face unclear customer expectations. I propose a limited 30-day test that starts with customer research, compares alternatives, uses a transparent budget and measures actual inquiries and orders. I will disclose assumptions, protect customer privacy and adapt the strategy if results do not justify further spending.

Portfolio architecture

Every decision has its place.

Start with Step 1: choose a business. Step 2: introduce yourself. Step 3: show what you learned. Step 4: present your work. Step 5: build a marketing plan. Step 6: explain your ethics. Step 7: organize the 11 sections. Step 8: prepare to present. Every field includes a model answer and a blank space for your own.

01 · Step 2 + Step 7
COVER & PROFESSIONAL IDENTITY 02 · Step 1 + Step 7
THE BUSINESS & UNMET NEED 03 · Steps 3–4 + Step 7
RESEARCH & CUSTOMER INSIGHT 04 · Steps 3–4 + Step 7
MARKETING THINKING & DIAGNOSIS 05 · Steps 3–5 + Step 7
STRATEGIC OPTIONS & CHOICE 06 · Steps 4–5 + Step 7
CAMPAIGN & CREATIVE WORK 07 · Step 5 + Step 7
OBJECTIVES, CALENDAR & BUDGET 08 · Steps 4–5 + Step 7
MEASUREMENT & LEARNING 09 · Steps 3, 5–6 + Step 7
RISK, ETHICS & GOVERNANCE 10 · Step 6 + Step 7
CHRISTIAN CHARACTER & COVENANT 11 · Steps 7–8
CONCLUSION, REFERENCES & PITCH

Step 2 + Step 7 / Working chapter 1 of 11

COVER & PROFESSIONAL IDENTITY

Build a credible personal positioning statement that fits the portfolio audience.

Model submission · Worked illustrative example

Sinta Bakehouse

Sample identity: Jordan Reyes, aspiring Marketing Strategy Associate. Positioning: I help small Philippine retailers turn vague visibility goals into customer-specific tests, transparent metrics and practical decisions. Demonstrated skills: customer journey mapping, campaign drafting and basic budget analysis. Employer offer: a disciplined 30-day pilot with a clear learning report. This student identity is illustrative.

Not verified client or venture data

Example numbers, profiles, market conditions and decisions are teaching assumptions, not actual research or achieved performance.

Your editable professional portfolio

Required evidence: Name, education, professional competencies, values, current strengths, career direction, and specific value offer.

Full name / course / role

Example you can follow: Jordan Reyes | EPS-Track 1 | aspiring marketing strategy associate.

Professional headline and 80-word bio

Example you can follow: I turn customer problems into low-cost experiments and clear reports for small retailers.

Three demonstrated competencies + supporting evidence

Example you can follow: Strengths: campaign copywriting (sample), customer journey map (Exhibit 11), and budget math (Chapter 8).

Employer value offer / investor value offer

Example you can follow: Employer: I can design a measured retention pilot. Partner: I can identify assumptions before investing.

Back to contents Continue to next chapter

Step 1 + Step 7 / Working chapter 2 of 11

THE BUSINESS & UNMET NEED

Select one business and define the customer problem without claiming that untested assumptions are facts.

Model submission · Worked illustrative example

Sinta Bakehouse

Client scenario: Sinta Bakehouse is a fictional San Fernando bakery used for class analysis. Its assumed challenge is uneven weekday orders, weak reorder visibility and a limited marketing budget. Proposed value: a published weekday menu, scheduled pickup and a respectful follow-up option. Evidence needed: existing receipts, weekday order counts and voluntary customer feedback; none is asserted as collected.

Not verified client or venture data

Example numbers, profiles, market conditions and decisions are teaching assumptions, not actual research or achieved performance.

Your editable professional portfolio

Required evidence: Business name, industry, location, product or service, current/proposed status, alternatives, need, customer and proof of opportunity.

Business fact sheet and venture status

Example you can follow: Sinta Bakehouse; bakery retail; San Fernando, Pampanga; simulated existing business; breads and preorder pastries.

Problem statement and affected people

Example you can follow: Possible problem: inconsistent weekday orders and limited repeat-purchase visibility among nearby workers.

Alternatives and differentiated value proposition

Example you can follow: Alternative: walk-in bakery purchases. Proposed value: published menu, clear pickup times, honest availability.

Evidence available + unanswered questions

Example you can follow: Needed before making claims: dated receipts, weekday order counts, competitor screenshots and permission-based feedback.

Back to contents Continue to next chapter

Steps 3–4 + Step 7 / Working chapter 3 of 11

RESEARCH & CUSTOMER INSIGHT

Show a traceable reasoning chain from research to customer priorities.

Model submission · Worked illustrative example

Sinta Bakehouse

Research question: Do nearby working adults prioritize pickup reliability over discounts? Begin with desk research on local buying and competing offers. If that cannot resolve message comprehension, run a voluntary three-person wording test and record anonymized replies. Segment hypothesis: nearby workers with 15–30-minute breaks. Evidence gap: no observed customer conversion baseline.

Not verified client or venture data

Example numbers, profiles, market conditions and decisions are teaching assumptions, not actual research or achieved performance.

Your editable professional portfolio

Required evidence: Desk research, secondary sources, ethical customer discovery if justified, customer segment, journey and limitations.

Research question / methods / source list

Example you can follow: Research question: Do workers value reliable pickup more than a small discount? Begin with desk research.

Customer segment, alternatives and barriers

Example you can follow: Customer hypothesis: nearby workers with brief lunch breaks who compare price, freshness and pickup effort.

Customer path: awareness to retention

Example you can follow: Discovery: local post; consideration: menu; decision: preorder; pickup; consent-based return reminder.

Findings, assumptions and evidence gaps

Example you can follow: A possible friction is unclear pickup timing; it is a hypothesis until supported by observation or feedback.

Back to contents Continue to next chapter

Steps 3–4 + Step 7 / Working chapter 4 of 11

MARKETING THINKING & DIAGNOSIS

Apply course frameworks selectively and explain why the chosen framework fits the venture.

Model submission · Worked illustrative example

Sinta Bakehouse

Traditional approach: buy broad ad impressions and push promotions. Entrepreneurial alternative: validate demand and repeat behavior using low-cost preorders and referrals. Mix focus: 4Cs customer value, cost, convenience and communication; audit against core 4Ps. Seven-dimension diagnostic is pending actual evidence; do not assign scores without a traceable source. Tipping Point mechanism: helpful office coordinators, a clear pickup promise and timely workday context.

Not verified client or venture data

Example numbers, profiles, market conditions and decisions are teaching assumptions, not actual research or achieved performance.

Your editable professional portfolio

Required evidence: Traditional versus entrepreneurial marketing; 4Ps/7Ps, 4Cs, seven dimensions, Law of the Few, stickiness, context.

Traditional vs entrepreneurial comparison

Example you can follow: Traditional: broad promotions for many people. Entrepreneurial: test a narrow offer with a small segment first.

Fit-for-purpose 4Ps/7Ps vs 4Cs audit

Example you can follow: 4Cs convenience and customer cost matter; audit the 7Ps process for order and pickup accuracy.

Seven-dimensions 1–5 diagnostic

Example you can follow: Opportunity 4/5 (planning estimate); customer intensity 2/5 (no interviews yet). Scores require explanation, not invented proof.

Tipping Point: people / message / context

Example you can follow: People: office coordinators; sticky message: reserve before lunch; context: a short workday break.

Back to contents Continue to next chapter

Steps 3–5 + Step 7 / Working chapter 5 of 11

STRATEGIC OPTIONS & CHOICE

Compare at least three candidate strategies and defend the selection against constraints, customer behavior and risk.

Model submission · Worked illustrative example

Sinta Bakehouse

Options: A broad influencer campaign, B localized paid social, C existing-customer reorder pilot. Favor C first, then small B if the offer is understood, because a referral/reorder test protects a PHP 4,500 ceiling. Postpone influencer spending until a stable experience exists. Use an owned ordering form and consent-based direct follow-up; rely on earned recommendations only if genuine.

Not verified client or venture data

Example numbers, profiles, market conditions and decisions are teaching assumptions, not actual research or achieved performance.

Your editable professional portfolio

Required evidence: Word-of-mouth, special events, expeditionary testing, real-time, viral, digital, SEO, content and guerrilla alternatives.

Objective and strategic alternatives

Example you can follow: Compare referral, preorder content and paid reach. Objective: more legitimate weekday inquiries.

Decision criteria + justified preferred route

Example you can follow: Choose menu clarity + preorder pilot first because order handling must work before buying attention.

Digital owned/earned/shared/paid customer path

Example you can follow: Owned: menu/order page; shared: community post; earned: opt-in reviews; paid: only after evidence.

Refused or postponed tactics and why

Example you can follow: Postpone influencer spend; a small shop should verify product availability and repeat orders first.

Back to contents Continue to next chapter

Steps 4–5 + Step 7 / Working chapter 6 of 11

CAMPAIGN & CREATIVE WORK

Display original content and campaign prototypes as employer-ready evidence of creative and analytical ability.

Model submission · Worked illustrative example

Sinta Bakehouse

Creative concept: WEEKDAY, MADE SIMPLE. Draft caption: Freshly baked for your workday. See the available menu, order before the posted cutoff and collect at your selected pickup time. Prices and availability are confirmed before payment. CTA: View this week’s menu. Create A/B copy: convenience-led vs product-led, then test comprehension with willing participants; no testimonials or results have been collected.

Not verified client or venture data

Example numbers, profiles, market conditions and decisions are teaching assumptions, not actual research or achieved performance.

Your editable professional portfolio

Required evidence: Campaign concept, message variants, sample post, call to action, disclosure, lawful activation concept and annotation.

Campaign name, idea and segment

Example you can follow: Campaign: READY AT LUNCH for workers who cannot wait in an unpredictable queue.

Original ad caption / storyboard / CTA

Example you can follow: Sample caption: See this week's verified weekday menu. Reserve your pickup slot while stock lasts. Order link: [your link].

Message A vs B test design or results

Example you can follow: Variant A highlights quick pickup; B highlights clear prices. Ask 3 consenting readers which they understand best.

Work annotation: objective / contribution / why / result

Example you can follow: Objective: clear reorder message; role: wrote two captions; reason: lower friction; result: proposed, not achieved.

Back to contents Continue to next chapter

Step 5 + Step 7 / Working chapter 7 of 11

OBJECTIVES, CALENDAR & BUDGET

Turn the chosen strategy into measurable commitments and a cost-conscious execution sequence.

Model submission · Worked illustrative example

Sinta Bakehouse

Proposed 30-day SMART goal: obtain 40 attributable first purchases through the pilot, subject to verifying baseline tracking and capacity. Week 1: establish baseline, revise menu and order form. Week 2: test two value messages. Weeks 3–4: publish verified offers and monitor inquiries, orders and opt-outs. Illustrative budget PHP 4,500: photos 500; samples 1,000; local ads 1,500; printed materials 500; reserve 1,000.

Not verified client or venture data

Example numbers, profiles, market conditions and decisions are teaching assumptions, not actual research or achieved performance.

Your editable professional portfolio

Required evidence: Situation, SMART objectives, ownership, 30/60/90-day calendar, budget and assumptions.

Baseline and measurable SMART objectives

Example you can follow: Illustrative SMART aim: test whether 20 qualified weekday inquiries occur during a 30-day pilot; not a forecast.

30/60/90-day tasks, owners and outputs

Example you can follow: Week 1 verify order process; week 2 publish menu; weeks 3–4 test reminder and report verified inquiries.

Itemized PHP budget + assumptions

Example you can follow: Illustrative budget PHP 3,000: photography 400, menu 400, printing 300, test spend 900, contingency 1,000.

Constraints, dependencies, trade-offs

Example you can follow: Constraint: baker production slots may be limited, so cap reservations before advertising.

Back to contents Continue to next chapter

Steps 4–5 + Step 7 / Working chapter 8 of 11

MEASUREMENT & LEARNING

Show an honest measurement model with appropriate definitions and no fabricated results.

Model submission · Worked illustrative example

Sinta Bakehouse

Assumptions ONLY: 40 attributable first purchases, PHP 350 average basket and a 40% contribution margin before marketing cost. Expected order contribution = 40 x 350 x 0.40 = PHP 5,600. Against an illustrative PHP 4,500 pilot spend, contribution-based return = (5,600 - 4,500)/4,500 = 24.4%; this is a scenario, not actual ROI. Pilot acquisition cost = 4,500/40 = PHP 112.50 if all spend is assigned to acquisition. Exclude preexisting orders and track repeat orders separately.

Not verified client or venture data

Example numbers, profiles, market conditions and decisions are teaching assumptions, not actual research or achieved performance.

Your editable professional portfolio

Required evidence: Reach, relevant inquiries, trial purchase, retention, CAC, unit economics, simple ROI, decision thresholds.

KPI dictionary and baseline/source

Example you can follow: KPI: weekly confirmed preorders from actual order log; no observed baseline is currently available.

Numerical forecast with labelled assumptions

Example you can follow: Planning target: 20 inquiries, 8 prepaid orders; these are assumptions for a test, not previous results.

Unit economics, CAC and return calculations

Example you can follow: If spend PHP 900 yields 6 new paying customers, hypothetical CAC = PHP 150; actual CAC must use real counts.

Stop / adapt / continue criteria

Example you can follow: Continue if fulfillment and margin are acceptable; revise unclear copy; stop if promises cannot be met.

Back to contents Continue to next chapter

Steps 3, 5–6 + Step 7 / Working chapter 9 of 11

RISK, ETHICS & GOVERNANCE

Protect customers and the venture while demonstrating professional judgment.

Model submission · Worked illustrative example

Sinta Bakehouse

Risk register example: 1) exaggerated scarcity: verify batches and stock before posting; 2) late pickups: use capped time slots; 3) customer privacy: opt-in records only; 4) allergy claims: verify product ingredients and disclosures; 5) misleading metrics: reconcile paid orders to the order log. Respond to complaints only after confirming facts. No-post conditions: unclear facts, customer-identifying imagery without consent, or unverifiable claims.

Not verified client or venture data

Example numbers, profiles, market conditions and decisions are teaching assumptions, not actual research or achieved performance.

Your editable professional portfolio

Required evidence: Truth in advertising, customer privacy, AI disclosure, consents, misinformation, brand safety, response escalation, permissions.

Five-risk register with controls/owners

Example you can follow: Risk: items out of stock. Control: daily inventory sign-off. Owner: shop operator.

Real-time response / approval / no-post policy

Example you can follow: Draft -> verify availability -> owner approves -> publish. Do not post during unconfirmed complaints.

Privacy, research consent and claim checks

Example you can follow: Ask permission for buyer photos; use an optional marketing opt-in; do not fabricate reviews or discounts.

AI-use declaration and verification log

Example you can follow: AI, if approved, assisted headline drafts; student checked dates, prices and all factual wording.

Back to contents Continue to next chapter

Step 6 + Step 7 / Working chapter 10 of 11

CHRISTIAN CHARACTER & COVENANT

Explain how beliefs change marketing behavior and write a personal 500-word covenant.

Model submission · Worked illustrative example

Sinta Bakehouse

Christian practice: Proverbs 11:1 links dishonest measures with wrongdoing; apply this to product weights, pricing and reporting. Philippians 2:3–4 calls for genuine regard for others; do not manufacture customer urgency. Draft covenant: I will treat customers as people rather than clicks, verify claims, respect their information, steward limited budgets and acknowledge failed tests. Extend the personal covenant to approximately 500 original words.

Read a complete model Christian marketing covenant (approximately 500 words)

As an aspiring marketing executive, I understand that business decisions affect real people. Every message, promotional price, customer record and campaign report is part of the trust placed in me. I therefore commit to producing marketing work that is commercially responsible and morally defensible. A campaign that attracts attention while leaving people misled is a failure of professional judgment, even when it increases short-term sales. Truthfulness will govern the way I describe products and report results. I will confirm prices, ingredients, availability, service deadlines and promotions before publishing them. Proverbs 11:1 condemns dishonest scales, and I take its principle seriously in every commercial claim. If a bakery has only a limited number of products, the limit must be real; I will never invent scarcity to frighten customers into buying. Likewise, I will separate an actual customer response from a projected figure and a hypothesis from a proven conclusion. I will respect the dignity of customers. Philippians 2:3–4 asks believers to consider the interests of others; in marketing this means understanding what people genuinely need before designing messages to influence them. I will not treat customers as mere clicks or use their anxieties as weaknesses to exploit. I will ask for permission before using testimonials, photographs, email addresses or direct-message reminders. Opting out must be easy and without pressure. I will steward business resources with care. A small bakery cannot afford careless spending or attractive reports that hide unsuccessful experiments. I will begin with a clear purpose, a reasonable budget, a measurable test and an honest evaluation. When a pilot disappoints, I will report its limitations and suggest whether to adapt, pause or stop. I will consider staff capacity and service quality before recommending growth. I will also acknowledge the limits of my competence. I will verify sources, distinguish my contribution from the work of others, credit creative material correctly and disclose permitted AI assistance. Technology can help me draft and analyze, but it cannot take responsibility for errors, privacy breaches or unsupported facts. That responsibility remains mine. Finally, I will practice accountability with humility. If a campaign causes confusion or harm, I will listen carefully, correct inaccurate statements, cooperate in resolving complaints and learn from the experience. I will treat business owners, employees, suppliers and competitors fairly. I want my professional reputation to rest on diligence, dependable judgment and service. My commitment to Christian marketing is not a promise of guaranteed profit. It is a commitment to conduct business before God and people with integrity, courage, honest measurement and care for my neighbor. I pray that my work will demonstrate these commitments even when they require me to refuse a convenient but unethical decision. I will make space for affected customers and colleagues to question my recommendations, document what I learn, and review each campaign against both its financial purpose and its responsibilities to people. My integrity must remain consistent when nobody is watching.

Not verified client or venture data

Example numbers, profiles, market conditions and decisions are teaching assumptions, not actual research or achieved performance.

Your editable professional portfolio

Required evidence: Meaningful biblical connection to diligence, service, justice, truthfulness, accountability and stewardship.

Christian marketing principles and applications

Example you can follow: Proverbs 11:1 informs honest pricing; Philippians 2:3–4 calls for considering customer needs.

An ethical dilemma and defensible response

Example you can follow: Dilemma: publish an unverified sold-out claim to induce urgency? Refuse and publish real stock limits.

Personal 500-word covenant (write below)

Example you can follow: I will verify every claim, respect consent and report unsuccessful pilot results as carefully as wins.

Commitments to clients, customers and God

Example you can follow: My commitments: truthful advertising, customer dignity, wise spending and correction of mistakes.

Your complete original 500-word Christian marketing covenant

Back to contents Continue to next chapter

Steps 7–8 / Working chapter 11 of 11

CONCLUSION, REFERENCES & PITCH

Conclude with a defensible professional recommendation, credible references and a timed presentation.

Model submission · Worked illustrative example

Sinta Bakehouse

Executive recommendation: approve a capped PHP 4,500 learning pilot, not an automatic rollout. Employer introduction: I approach small-business marketing through customer insight, disciplined execution and ethical reporting. Investor/partner introduction: I recommend testing repeat demand before financing expansion. Ten-minute defense: 1 min role/problem, 2 min evidence, 2 min strategic choice, 2 min campaign/budget, 2 min KPIs/risks, 1 min covenant and ask. Verify all references before submission.

Not verified client or venture data

Example numbers, profiles, market conditions and decisions are teaching assumptions, not actual research or achieved performance.

Your editable professional portfolio

Required evidence: 11-part final submission, dual employer/investor introductions, 10-minute oral pitch, sources and integrity declaration.

Executive conclusion and proposed decision

Example you can follow: Recommendation: run a capped preorder trial, then decide from fulfilled orders and customer feedback.

Employer introduction + investor/partner introduction

Example you can follow: Employer: I can translate everyday business pain into a careful plan. Investor: I propose a small test, not certain growth.

10-minute pitch outline and defense

Example you can follow: 0–2 min problem; 2–4 evidence; 4–6 strategy; 6–8 money and risks; 8–10 ethics and decision.

References, image credits and final verification

Example you can follow: Use verifiable marketing books, dated company sources, image credits and an honest AI statement.

Back to contents Open continuity exhibits

Cumulative evidence / syllabus portfolio 1–16

The evidence behind your claims.

The exhibits below preserve the individual continuity artifacts from the syllabus. Expand each one and write your original work. Reference these exhibits in the final 11-chapter portfolio; do not substitute a polished summary for missing coursework.

EXHIBIT 01 · Observe three unmet needs

Exact syllabus artifact: Three problems, people affected, alternatives and possible value.

Example answer or direction: Candidate needs: bakery pickup reliability; confusing product availability; lack of repeat-order convenience. Validate all three as observations before deciding.

Write these parts: what you observed or researched; what it means; what you recommend; how you will verify it; your source or evidence.