The "Me Brand” - Influencing factor for your career (E)
Niveau
First Cycle
Learning outcomes of the courses/module
Better understanding of the relationship between brand and marketing. Better understanding of your own impact on others. Better understanding of your own personality. Development of a brand book for your own “Me Brand”. The output should be a basis for further job and personality development.
Prerequisites for the course
none
Course content
• Brand promise
• Brand positioning (USP/features/benefits)
• Brand differentiation
• Brand strategy
• Brand values
• Brand rules
• Segment value proposition
• The creative process
• Storytelling
• Brand archetypes
• Development of your own brand book
• Brand positioning (USP/features/benefits)
• Brand differentiation
• Brand strategy
• Brand values
• Brand rules
• Segment value proposition
• The creative process
• Storytelling
• Brand archetypes
• Development of your own brand book
Recommended specialist literature
Altstiel, T., et al.: Advertising Creative: Strategy, Copy, and Design, Sage Publications (latest edition)
Commaille, D. (2017): The Journey To A Personal Brand (Kap. 4)
Sinek, S.: Start with Why: How Great Leaders Inspire Everyone To Take Aktion (latest edition)
Commaille, D. (2017): The Journey To A Personal Brand (Kap. 4)
Sinek, S.: Start with Why: How Great Leaders Inspire Everyone To Take Aktion (latest edition)
Assessment methods and criteria
Portfolio
Language
English
Number of ECTS credits awarded
3
Semester hours per week
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
1