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

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

Marketing of Scientific and Research Organizations, 2023, vol. 48, issue 2, 41-60

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.

Keywords: personal brand; personal branding; economic education; labour market; entrepreneurship; marka osobista; personal branding; edukacja ekonomiczna; rynek pracy; przedsiębiorczość (search for similar items in EconPapers)
JEL-codes: A23 M31 O15 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:28:y:2023:i:2:p:41-60:n:5

DOI: 10.2478/minib-2023-0009

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