Ateneo - UPO

The course analyses the fundamental principles and strategies of personal branding, with a particular focus on building, managing and enhancing professional identity. It explores the dynamics through which individuals and professionals can position themselves effectively in the job market, communicating their skills, values and objectives in a consistent manner.Topics covered include defining one's distinctive value, managing one's online reputation, the strategic use of social media, and creating an authentic personal narrative.The approach is both theoretical and practical, with the aid of examples, case studies, and exercises aimed at developing awareness and operational tools to build a solid and recognisable personal brand.

Slides published on DIR

The course aims to develop awareness and skills in building and managing one's personal brand, helping students to effectively communicate their professional value through digital tools and narrative strategies.

The course includes:
6 CFU of lecture-based instruction (DE) through classroom lectures;
6 CFU of interactive instruction (DI) through exercises, case discussions, and group activities;
3 CFU of self-directed learning dedicated to individual study and preparation for the assigned activities.

None

Classroom lectures, group exercises and case study analysis.

Attendance is strongly suggested. Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse e agli Studenti, consulting the University webpage: https://www.uniupo.it/en/services/servicesstudents-physical-or-learning-disabilities Students with disabilities, learning disabilities or special education needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning academic aspects.

Students are granted a passing grade if they participate in at least 75% of the scheduled activities and demonstrate that they have achieved the expected learning outcomes through active participation in exercises, case discussions, and individual reflection activities.

To achieve course completion, students must demonstrate that they:

- understand the main concepts and tools of personal branding;
- can identify their strengths and the distinctive elements of their professional profile;
- can develop professional presentation tools consistent with the course content;
- actively participate in the proposed instructional activities.

To achieve an advanced level, students must also demonstrate critical analysis skills, the ability to independently define personal branding strategies, and the ability to effectively apply the tools presented during the course to different professional contexts.

The instructional materials for preparing for the activities consist of the slides and content shared on the DIR platform.

Introduction to Personal Branding The Three Pillars: Consistency, Authenticity, Visibility Masks and Shelf Marketing Reputation and Perceived Value Analysis of Real-Life Case Studies The Importance of Networking Skills Crafting a Distinctive Resume Measuring Personal Values (RVS–LOV–BPS) Final Self-Reflection.

Gender Mainstreaming:
The course includes a specific section dedicated to analyzing the impact of gender stereotypes and biases on the processes of professional identity formation, online reputation management, and personal branding strategies. Through the analysis of case studies and concrete examples, the course will explore the opportunities and challenges associated with showcasing professional skills from an inclusive perspective.

Knowledge and Understanding:
By the end of the course, students will be familiar with the fundamental principles of personal branding, digital professional reputation, professional networking, and strategies for communicating their professional identity.

Ability to Apply Knowledge and Understanding:
Students will be able to analyze their professional positioning, develop a personal branding plan, draft an effective resume, and consciously use digital tools and social media to enhance their professional profile.

Independent Judgment:
Students will be able to critically evaluate the consistency between their personal values, professional goals, and the ways in which they communicate their professional image.

Communication skills:
Students will be able to present their professional profile clearly, coherently, and effectively, adapting their message to different audiences and contexts.

Learning skills:
Students will be able to independently update their professional development path, monitor their online reputation, and adapt their personal branding strategies to changes in the job market.