Strategic Self-Marketing and Personal Branding

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Description

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

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 develop…

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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

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, Coordinator of Student Services

    SUNY Empire State College
Basic Info Course 3 of 4 in the Career Brand Management 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 4.1 stars Average User Rating 4.1See what learners said Задания курса

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The State University of New York The State University of New York, with 64 unique institutions, is the largest comprehensive system of higher education in the United States. Educating nearly 468,000 students in more than 7,500 degree and certificate programs both on campus and online, SUNY has nearly 3 million alumni around the globe.

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 expand


  1. Video: Welcome to Strategic Self-Marketing and Personal Branding: How career branding works
  2. Video: Career Branding: An interview with Roz Rufer
  3. Video: The Skilled Self as a Product
  4. Тренировочный тест: Week 1 Practice quiz 1
  5. Video: CDL Self-coaching tools (pdf attached)
  6. Video: Using the Showcaser exercise (pdf attached)
  7. Video: Marketing the Skilled Self
  8. Video: The Skilled Self as a Service
  9. Video: The Skilled Self as a Brand
  10. Материал для самостоятельного изучения: Editing your public profile on LinkedIn
  11. Тренировочный тест: Week 1 Practice quiz 2
  12. Video: CDL Career Brand Equity Builder (documents attached)
  13. Video: CDL Using the Career Brand Equity Builder Exercise
  14. Материал для самостоятельного изучения: How this course works
  15. Материал для самостоятельного изучения: Optional reading
  16. Материал для самостоятельного изучения: Course developers and contributors
  17. Материал для самостоятельного изучения: 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 expand


  1. Video: Introduction to Week 2
  2. Video: Positioning strategies
  3. Video: Distribution strategies
  4. Тренировочный тест: Week 2 Practice quiz 1
  5. Video: Contact strategies
  6. Video: Public relations strategies
  7. Video: Advertising strategies
  8. Тренировочный тест: Week 2 Practice quiz 2
  9. Video: Exercise: Your self-marketing plan
  10. Вопрос для обсуждения: Your self-marketing plan
  11. Video: Leadership skills: An interview with Darryl Leggieri
  12. Video: Decision making skills: An interview with Darryl Leggieri
  13. 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 expand


  1. Video: Introduction to Week 3
  2. Video: The importance of reflection
  3. Video: Human brand
  4. Video: Personal branding
  5. Тренировочный тест: Week 3 Practice quiz 1
  6. Вопрос для обсуждения: What is your brand?
  7. Video: Brand management and impression management
  8. Video: Trait affective presence
  9. Video: Interview as performance
  10. Тренировочный тест: Week 3 Practice quiz 2
  11. Материал для самостоятельного изучения: What does literature say about personal branding?
  12. Video: Exercise: Your exclamation point - Personal branding 101 (pdf attached)
  13. 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 expand


  1. Video: What we have learned in this course
  2. Материал для самостоятельного изучения: End-of-the-course survey

Graded: What have we learned in the course?
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