Personal Branding Applications

Abstract:

In this course, we’ll focus on personal branding through internet and social media tools. Personal branding is an important tool for individuals, jobseekers and young startup companies to define, communicate and sell their strongest attributes and uniqueness to a target audience. Becoming a brand on social media seems to be an important first step today to become a thought leader in one specific field.

This seminar is a follow-up course to the Personal Branding and Digital Marketing class offered each fall and offers a highly specialized setting for a smaller number of students to work and improve their personal brands. The focus of this seminar is on the marketing, the creativity and branding perspectives, not on legal or funding topics. By the end of the seminar, students should have a digital marketing toolbox of ideas on how to further improve their personal brands.

Instructor:
Prof. Dr. René Algesheimer and Luca Lazzaro

Contact:
luca.lazzaro@business.uzh.ch

Type:
Seminar

Target audience:
BA students, assigned to “Wahlpflichtbereich BWL 4”

Frequency:
Spring Semester

AP(ECTS)-points:
3

Content:

- In this course, we profoundly analyze the status quo of students’ personal brands.
- Using a new ideation tool, students will collaboratively develop ideas for each brand.
- Based on the feedback, students have the chance to improve the marketability of the brand, and/or get ready for a launch.

Language:
English

Prerequisites:

Registration:

This seminar is limited to 8 students.

Only students who have successfully passed the 'Personal Branding and Digital Marketing' exam can apply. The students awarded as top brand creators of the 'Personal Branding and Digital Marketing" course (HS2023) are also required to apply formally via the process below.

To apply, please upload the following documents via the new module booking tool:
a) Motivation letter;
b) Presentation of the state of the art of your brand;
c) Expected achievements as of July 2024 (draft).

Application Deadline: February 4th, 2024

Grading: 

Grades are based on the following criteria:
- Final Powerpoint discussing a three-step brand development process (50%)
- Final report on discussant brand (30%)
- In-class participation (20%).

Dates and Location
1st: Feb 12, 2024, 10h-16h
2nd: Feb 13, 2024, 10h-16h
3rd: March 26, 2024, 16h-19h
4th: April 16, 2024, 16h-19h
5th: May 28, 2024, 16h-19h

Location: TBD (see also VVZ)

Note:
The information in the syllabus supports the official information in the electronic university calendar (VVZ – Vorlesungsverzeichnis). In case of doubt, the official information at the VVZ is valid.

Syllabus: Syllabus_Personal-Branding-Applications_Seminar_Spring-2024 (PDF, 339 KB)