Professional Personal Branding and Influencers (5cr)

Objective

Students understand the central concepts of personal branding and influencer marketing. 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 construct and analyze their own strategy for personal branding. Students are able to analyze the social capital of influencers and engagement in different platforms. Student understands the concept and effects of image management.

Content

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

Assessment criteria, satisfactory (1)

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Assessment criteria, good (3)

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Assessment criteria, excellent (5)

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Assessment criteria, approved/failed

Pass: The student shows the ability to understand central concepts. The student is able to analyze personal brands in different platforms and understands their connectivity. Student is able to develop solutions for image management and understands its process. Student shows the ability to construct a strategy for self-branding and develop it in practice.

Materials

Marshall, P.D, Moore, C. & Barbour. K. (2020): Persona Studies - An Introduction. Wiley-Blackwell.