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Personal Brand — Instructions of Use. Do Young Professionals Want and Need to be Taught Personal Branding?

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  • Macalik Joanna

    (Katedra Zarządzania Marketingowego, Uniwersytet Ekonomiczny we Wrocławiu, Wydział Zarządzania, ul. Komandorska 118/120, 53-345 Wrocław, Poland)

Abstract

In modern business, personal branding (PB) is perceived as a ‘leadership imperative’. The main purpose of the present article is to analyse last-year students, often being professionals and market-entrant entrepreneurs, at the same time, attitudes towards PB’s role in business. Primarily, it is investigated whether they need to be taught principles, rules and tools of PB in the course of their studies. To achieve this goal, a qualitative, in-depth interview method is used. The data are analysed using the thematic analysis method. The results obtained supplement the knowledge of management sciences with issues concerning the perception of PB and state a significant set of practical implications for the authorities of universities and the authors of academic curricula.

Suggested Citation

  • Macalik Joanna, 2023. "Personal Brand — Instructions of Use. Do Young Professionals Want and Need to be Taught Personal Branding?," Marketing of Scientific and Research Organizations, Sciendo, vol. 48(2), pages 41-60, June.
    • Handle: RePEc:vrs:mosaro:v:28:y:2023:i:2:p:41-60:n:5
    DOI: 10.2478/minib-2023-0009
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    References listed on IDEAS

    as
    1. Veronica Ioana ILIEȘ, 2018. "Strategic Personal Branding For Students And Young Professionals," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 1, pages 43-51, July.
    2. Kaloyan Haralampiev & Boyan Yankov & Petko Ruskov, 2014. "Models and Tools for Technology Start-Up Companies Success Analysis," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 3, pages 15-24, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    personal brand; personal branding; economic education; labour market; entrepreneurship; marka osobista; personal branding; edukacja ekonomiczna; rynek pracy; przedsiębiorczość;
    All these keywords.

    JEL classification:

    • A23 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Graduate
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O15 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Economic Development: Human Resources; Human Development; Income Distribution; Migration

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