"Personal branding is not about you.
It’s about putting your stamp on the value you deliver to others" - William Arruda
The course is a hands-on introduction to the best practices of brand management and digital marketing proven to build and foster a personal brand. Branding is one of the core marketing disciplines. It describes the process of creating a unique name and image for a product or a service in the consumer’s mind through consistent communication themes. Branding aims to establish a significant and differentiated presence in the market to attract and retain customers.
The course, conceived as an “interactive, ongoing workshop,” introduces bachelor students to the cultural terrain of brand-building and digital marketing. Students will become accustomed to, understand, and apply branding techniques typically used in digital channels. The program is designed to motivate and encourage participants to practice these concepts in hands-on exercises, develop a spirit of problem-solving, and enhance their ability to think in business terms. The course presents best-in-class examples offering both strategic and operational perspectives of marketing management.
This course should (a) support students in creating an understanding of personal brands and branding strategies, (b) demonstrate the advantages and disadvantages of using different digital marketing techniques, (c) develop strategic thinking needed to create and feedback on a digital marketing plan, (d) build up an ecosystem of social media platforms supporting the launch of a new brand in the digital environment, and (e) help students to feed, grow and analyze the digital performance of brands.
Overview of Lectures and Exercise:
The course is fast-paced, practical, and interactive. There will be a mix of lectures, case studies, group exercises, and self-reflecting tasks throughout the course. The course is composed of a total of six frontal classes, each covering one of the foundational topics of the study program. Every class consists of four primary activities building on each other and leading to creating a professionally designed personal brand.
In this course, we:
This course develops digital abilities in students pursuing careers in any industry as managers or entrepreneurs, regardless of their functional expertise and company size.
The course content is designed to be maximally practical and help students acquire highly demanded digital skills in the marketplace. Each session represents a “building block” connected to one another, which enables students to apply all learned principles, week after week, to their branding project.
This course will always take place in the fall semesters. Basic knowledge is not required. A hands-on and can-do attitude is highly recommended. Ongoing exercise is needed next to the class. Respective material will be given in class.
Research Associate and Ph.D. Candidate
Phone: +41 44 634 92 53
Research Associate and Ph.D. Candidate
Phone: +41 044 634 92 07
Prof. Dr. René Algesheimer
Chair for Marketing and Market Research
Phone: +41 44 634 29 18
Office hours by appointment.
Andreasstrasse 15, CH-8050 Zurich, Oerlikon
Target Audience: Bachelor students assigned to the “Wahlpflichtbereich” BWL 4.
APS (ECTS): 6
Prerequisites: This course does not have entry requirements.
Course Number: 03SM22BO0051
Officially register using the booking tool at the University of Zurich. An individual application for this class is NOT necessary.
The multiple-choice exam in January 2024 accounts for 100% of the final grade (see “4. Evaluation” in the syllabus).
Course from 19.09.2023 to 24.10.2023; Each Tuesday from 14:15 to 18:00h.
Deadline to submit presentation: 07.11.2023, 23:59h (not negotiable).
Deadline to submit optional certificates: 07.11.2023, 23:59h (not negotiable).
All submissions must be sent to: email@example.com.
Final exam: takes place online in January. The exact date is announced in the VVZ.
The syllabus supports the official information in the electronic university calendar. In cases of doubt, the official announcement at the VVZ is valid.
Download the updated course syllabus for the fall semester of 2023 here (PDF, 513 KB).