About this course: 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. This course will help you to: - 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; - Devise strategies for managing your professional reputation; begin creating your personal brand, and plan steps for strategic personal branding; - Create personal branding statements, and integrate social networking into your career branding; - Refine your self-management information system to systematically collect and analyze self-marketing and personal branding related data, select appropriate tools and apply them for a thorough, accurate, evidence-based and data driven self-assessment of your self-marketing and personal branding skills; - 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").
Created by: The State University of New York
Taught by: Dr. Valeri Chukhlomin, Professor
SUNY Empire State College
Taught by: Dr. Michele Forte, Assistant Professor, SUNY Empire State College
Community and Human Services
Taught by: Dr. John M. Beckem II, Assistant Professor of Finance and Management Studies
State University of New York, Empire State College
Taught by: Dr. Tonka Jokelova, Coordinator of Curriculum and Instructional Design
SUNY Empire State College
Taught by: Amy Giaculli, Assessment Specialist
SUNY Empire State College
| Basic Info | Course 3 of 4 in the 职业生涯品牌管理 Specialization |
| Level | Intermediate |
| Commitment | 4 weeks of study, 2-4 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Marketing and Branding The Skilled Self
Welcome to Week 1! 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.
Your instructors for this week are Amy Giaculli and Val Chukhlomin.
10 videos, 5 readings, 2 practice quizzes
- Video: Career Branding: An interview with Roz Rufer
- Video: The Skilled Self as a Product
- Practice Quiz: Week 1 Practice quiz 1
- Video: CDL Self-coaching tools (pdf attached)
- Video: Using the Showcaser exercise (pdf attached)
- Video: Marketing the Skilled Self
- Video: The Skilled Self as a Service
- Video: The Skilled Self as a Brand
- Reading: Editing your public profile on LinkedIn
- Practice Quiz: Week 1 Practice quiz 2
- Video: CDL Career Brand Equity Builder (documents attached)
- Video: CDL Using the Career Brand Equity Builder Exercise
- Reading: How this course works
- Reading: Optional reading
- Reading: Course developers and contributors
- Reading: Reuse of content
Graded: What have we learned in Week 1?
WEEK 2
Self-Marketing Strategies and Tactics
Welcome to Week 2! In this week, 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.
10 videos, 2 practice quizzes
- Video: Positioning strategies
- Video: Distribution strategies
- Practice Quiz: Week 2 Practice quiz 1
- Video: Contact strategies
- Video: Public relations strategies
- Video: Advertising strategies
- Practice Quiz: Week 2 Practice quiz 2
- Video: Exercise: Your self-marketing plan
- Discussion Prompt: Your self-marketing plan
- Video: Leadership skills: An interview with Darryl Leggieri
- Video: Decision making skills: An interview with Darryl Leggieri
- Video: What have we learned in Week 2?
Graded: What have we learned in Week 2?
Graded: Peer Review Self-Marketing Plan
WEEK 3
Personal Branding Strategies and Tactics
Welcome to Week 3! In this week, 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.
9 videos, 1 reading, 2 practice quizzes
- Video: The importance of reflection
- Video: Human brand
- Video: Personal branding
- Practice Quiz: Week 3 Practice quiz 1
- Discussion Prompt: What is your brand?
- Video: Brand management and impression management
- Video: Trait affective presence
- Video: Interview as performance
- Practice Quiz: Week 3 Practice quiz 2
- Reading: What does literature say about personal branding?
- Video: Exercise: Your exclamation point - Personal branding 101 (pdf attached)
- Video: What have we learned in Week 3?
Graded: What have we learned in Week 3?
Graded: Peer Review Personal Branding
WEEK 4
Course Review
Welcome to Week 4! In this week, 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
1 video, 1 reading
- Reading: End-of-the-course survey
Graded: What have we learned in the course?
FAQs
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Coursework
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Pricing
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| Access to course materials | Available |
| Access to graded materials | Available |
| Receive a final grade | Available |
| Earn a shareable Course Certificate | Available |
Ratings and Reviews
It's a really decent course and manages to touch upon some of the more complex ideas behind branding.
very informative and easy to follow, lots of new techniques that should help me on my way.
interesting and with a good balance between theory and practice. A bibliography at the end of the course could be useful
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AA
This is a really helpful course especially for those who aren't in the field of Marketing or Branding. It will help them understand marketing strategies at a simplified level in order to apply them for Self-Marketing purposes. For marketing professionals on the other hand this is a great way to re-purpose your already tried and tested skills at marketing and applying them to one's self. Over all the concepts and tools shared in this course are useful to anyone seeking a job or trying to position themselves in a certain industry. I highly recommend it to fresh graduates, young professionals and even seasoned professionals as a form of re-assessment / revamping.