Personal Branding and Influencer Economy (5cr)

Objective

Students recognize te central concepts related to self-branding and influencer economy. Students are able to identify central characteristics and actors and to analyze the role of personal branding in professional and commercial contexts. Students are able to plan, construct and analyze their own self-branding strategies. Students are able to analyze the social capital of influencers and engagement in different platforms. Student can define the concept and analyze effects of image management and its relation with crisis communication.

Content

-Central concepts of personal branding and influencer economy
-Self-branding strategies
-Image management
-Platformization
-Actors, categories, networks and communication related to self-branding and influencers
-Legal aspects of Influencer marketing

Assessment criteria, satisfactory (1)

The student is aware of the importance and elements of personal branding. The student can define the basic concepts of the topic. The student's outputs show a tolerable command of the operational concepts in practice.

Assessment criteria, good (3)

The student is able to apply personal branding strategies and concepts. The student's actions and outputs show good command of self-branding strategies. The student is able to clearly analyze social media influencer work and strategies.

Assessment criteria, excellent (5)

The student is able to apply, analyze and develop personal brands. The student's actions and outputs show strong command of the operational concepts self-branding. The student shows excellent skills in critically analyzing social media influencer work and strategies and develop their own strategy and analysis.