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Regular version of the site
Master 2020/2021

Strategic Self-Marketing and Personal Branding

Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'
Category 'Best Course for New Knowledge and Skills'
Area of studies: Management
Delivered by: School of Management
When: 2 year, 3 module
Mode of studies: distance learning
Instructors: Aleksandra Sazhina
Master’s programme: SMART-Маркетинг: данные, аналитика, инсайты
Language: English
ECTS credits: 3

Course Syllabus

Abstract

In this course, you will learn how to use strategic marketing and personal branding techniques for designing, enhancing, and promoting your professional image. Acting as "your own Chief Executive Officer" (P. Drucker), you will learn how to use relationship and network marketing and impression management to showcase your skills to prospective employers, colleagues, supervisors, and other interested parties. Blended format, based on https://www.coursera.org/learn/self-marketing
Learning Objectives

Learning Objectives

  • In this course you will learn how to develop and implement an effective instrument for displaying your artifacts and monitoring your marketing communications strategies ("The Showcaser") and a realistic performance metric for evaluating your career brand building activities ("The Career Brand Equity Builder").
Expected Learning Outcomes

Expected Learning Outcomes

  • Recognize the importance of marketing orientation and career brand building for your career development; use marketing communication strategies for your self-marketing
  • Implement strategic marketing planning for your career development and engage in creating your own strategic self-marketing plan
Course Contents

Course Contents

  • Marketing and branding the skilled self
    The introductory module takes you through all stages of developing and strengthening the emotional component of your career brand. In this week, you will learn how to use strategic marketing models and techniques for designing and enhancing your professional image. You’ll continue exercising in Career Development Lab and learn how to develop an effective tool (“The Showcaser”) for gathering and organizing artifacts of your mastery in performing critical tasks in your chosen field and then communicating them to target audiences. You will also develop a realistic brand management metric (“The Career Brand Equity Builder”) and learn how to use it for self-marketing and personal branding.
  • Self-Marketing Strategies and Tactics
    You will learn how to use marketing communication strategies, such as advertising, promotion, public relations, and direct marketing, for self-marketing. You will implement strategic marketing planning for individual career development and engage in creating your own strategic self-marketing plan and develop strategies for communicating it to perspective employers. You’ll also examine how to create and use digital artifacts to demonstrate your level of proficiency in performing critical tasks related to a particular job. As a result, you’ll enhance your ability to showcase your mastery in performing required soft skills to prospective employers and other interested parties. Your instructor for this week is John Beckem.
  • Personal Branding Strategies and Tactics
    You will obtain a more complete understanding of personal branding, engage in creating an effective and unique personal brand, and plan steps and strategies for strategic personal branding. You’ll understand how building a professional image contributes to developing a strong career brand and devise strategies for managing professional reputation and develop an improved understanding of impression management. In addition, you’ll learn how to create personal branding statements and integrate social networking into your career branding. Your instructor for this week is Michele Forte.
  • Course Review
    You will watch the Course Review video, where we summarize what you have learned throughout the course and entire specialization. You will also take the end-of-the-course survey and the final quiz. You instructors for this week are Amy Giaculli and Val Chukhlomin. We would like to take this opportunity to thank you for taking the course and we hope you will be able to implement the different tools and skills you have acquired throughout the course
Assessment Elements

Assessment Elements

  • non-blocking Online course results
  • non-blocking In-class examination results
    The exam is in writing. The exam is conducted in the form of a business situation analysis. Student computer must meet the requirements: support word, exel. To participate in the exam, the student must send the work within the specified time in word format. Originality of the work should be at least 80%. The transfer procedure is similar to the surrender procedure. A short-term communication disruption during the exam is considered a communication disruption of less than a minute. Long-term communication disruption during the exam is considered a violation of a minute or more. In case of a long-term communication disruption, the student cannot continue to participate in the exam. The retake procedure involves the use of complicated tasks. lead time 1,5 hours, use of additional materials is prohibited.
Interim Assessment

Interim Assessment

  • Interim assessment (3 module)
    0.4 * In-class examination results + 0.6 * Online course results
Bibliography

Bibliography

Recommended Core Bibliography

  • Cass, W. (2017). Influence : How to Raise Your Profile, Manage Your Reputation and Get Noticed. Chichester, West Sussex, United Kingdom: Capstone. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1535825

Recommended Additional Bibliography

  • DiMarco, J. (2017). Communications Writing and Design : The Integrated Manual for Marketing, Advertising, and Public Relations. Hoboken, NJ: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1486731