Career Brand Management Specialization

Start Date: 05/31/2020

Course Type: Specialization Course

Course Link: https://www.coursera.org/specializations/career-brand-management

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About Course

In the business world, smart organizations use branding and strategic management techniques to differentiate themselves from their competition and to achieve a competitive advantage. In this Specialization, you will learn how to use proven brand management methods and tools for individual career development in competitive job environments. You will gain knowledge and analytical skills for career self-management and learn techniques for career brand building. You will create a robust self-management information system that will help you self-organize and increase your human capital by building high demand employability skills. During each week of the Specialization, you will be practicing various career branding techniques in your custom-built, individual Career Development Lab. The final Capstone Project is designed as a training facility where you will create your evidence-based portfolios, professional development plans, personal self-marketing and branding strategies, presentations, and public profiles.

Course Syllabus

Strategic Career Self-Management
Career Brand Development and Self-Coaching
Strategic Self-Marketing and Personal Branding
Career Total Fitness Annual Retreat

Deep Learning Specialization on Coursera

Course Introduction

Market Yourself Professionally. Learn how to develop, manage and communicate a strong career brand in just three courses. Career Brand Management Specialization In this capstone you will design a brand management plan for your career brand. You have chosen a few key questions, and will need to put those questions together in writing. You will need to research, interview, and review the market leader, and will use a combination of research and actual company performance data to do so. Your final product will be a professionally produced piece of work that shows your skills as a solid value creation tool. This course is part of a larger Specialization through which you will learn different skill-building techniques and practices from different disciplines within the technology industry, as well as apply them to a real-world problem. By the end of the Specialization you will be able to: - develop a well-developed and effective career brand strategy - design a strong and effective job application and interview process - design an effective and efficient job application and interview process - apply effective and efficient job application and interview processes - apply systematic and effective job application and interview processes What you’ll need to get started: This course is designed to be self-study. You will need to access to the full complement of the skills that are taught in the Specialization, such as the methodology, the research methodology, the applied data analysis, and the writing process. You will also need to access to the full suite of tools for your specific discipline, including but not limited to the Capstone Project, the Capstone Catalog, and

Course Tag

Career Strategic Management Benchmarking Management

Related Wiki Topic

Article Example
Brand management In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.
Brand management Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, brand could be corporate, product, service, or person. Brand management build brand credibility and credible brands only can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers.
Career management Career management is the combination of structured planning and the active management choice of one's own professional career.
Brand management Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers may try to control the brand image.
Brand management Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product (see: Brand equity). Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand.
Brand content management This is how the term "brand content management" was initially used, customer relationship management (CRM) applications that support marketing development have created a software based architecture that supports the process and storage of brand-related content. Software companies have created an enterprise marketing management tool that supports these organizations in the development and management of brand content.
Career management The outcome of successful career management should include personal fulfillment, work/life balance, goal achievement and financial security.
Brand management The modern discipline of brand management is considered to have been started by a famous memo at Procter & Gamble by Neil H. McElroy.
Career management Career planning is a subset of career management. Career planning applies the concepts of Strategic planning and Marketing to taking charge of one's professional future. Career is an ongoing process and so it needs to be assessed on continuous basis. This process of re-assessing individual learning and development over a period of time is called Career Planning.
Career Career management describes the active and purposeful management of a career by an individual. Ideas of what comprise "career management skills" are described by the Blueprint model (in the United States, Canada, Australia, Scotland, and England) and the Seven C's of Digital Career Literacy (specifically relating to the Internet skills).
Career management The career management process begins with setting goals/objectives. A relatively specific goal/objective must be formulated. This task may be quite difficult when the individual lacks knowledge of career opportunities and/or is not fully aware of their talents and abilities. However, the entire career management process is based on the establishment of defined goals/objectives whether specific or general in nature. Utilizing career assessments may be a critical step in identifying opportunities and career paths that most resonate with someone. Career assessments can range from quick and informal to more indepth. Regardless of the ones you use, you will need to evaluate them. Most assessments found today for free (although good) do not offer an in-depth evaluation.
Brand management On the other end of the extreme, luxury and high-end premium brands may create advertisements or sponsor teams merely for the "overall feeling" or goodwill generated. A typical "no-brand" advertisement might simply put up the price (and indeed, brand managers may patrol retail outlets for using their name in discount/clearance sales), whereas on the other end of the extreme a perfume brand might be created that does not show the actual use of the perfume or Breitling may sponsor an aerobatics team purely for the "image" created by such sponsorship. Space travel and brand management for this reason also enjoys a special relationship.
Brand management Among the most highly visible and recognizable brands is the red Coca-Cola can. Despite numerous blind tests indicating that Coke's flavor is not preferred, Coca-Cola continues to enjoy a dominant share of the cola market. Coca-Cola's history is so replete with uncertainty that a folklore has sprung up around the brand, including the (refuted) myth that Coca-Cola invented the red-dressed Santa-Claus which is used to gain market entry in less capitalistic regions in the world such as the former Soviet Union and China, and such brand-management stories as "Coca-Cola's first entry into the Chinese market resulted in their brand being translated as 'bite the wax tadpole'). Brand management science is replete with such stories, including the Chevrolet 'Nova' or "it doesn't go" in Spanish, and proper cultural translation is useful to countries entering new markets.
Brand ambassador From the 1990s to early 2000s, brand management itself evolved as brand asset management. Davis defined Brand Asset Management Strategy as "a balanced investment approach for building the meaning of the brand, communicating it internally and externally, and leveraging it to increase brand profitability, brand asset value, and brand returns over time."
Brand management Modern brand management also intersects with legal issues such as 'genericization of trademark.' The 'Xerox' Company continues to fight heavily in media whenever a reporter or other writer uses 'xerox' as simply a synonym for 'photocopy.' Should usage of 'xerox' be accepted as the standard American English term for 'photocopy,' then Xerox's competitors could successfully argue in court that they are permitted to create 'xerox' machines as well. Yet, in a sense, reaching this stage of market domination is itself a triumph of brand management, in that becoming so dominant typically involves strong profit.
Design management In market and brand focused companies, design management focuses mainly on brand design management, including corporate brand management and product brand management. Focusing on the brand as the core for design decisions results in a strong focus on the brand experience, customer touch points, reliability, recognition, and trust relations. The design is driven by the brand vision and strategy.
Brand awareness See also Product life-cycle management (marketing); Brand management and Advertising management
Brand content management Brand Content Management (BCM) is a concept that creates a standard process an organization can use to create, store, and distribute brand-related marketing materials and information. Organizations such as AT&T, Coca-Cola, Starbucks, Apple, and Harley-Davidson all participate in marketing development and distribution of their marketing concepts. Each of these organizations have created a process to store and control their brand image and marketing concepts. Brand-related marketing advertisements contain copyrighted and trademarked information. These organization produce hundreds of thousands of marketing pieces (content) each year, some examples of these assets are lifestyle photography, brochures, literature, and logos. Marketing organizations develop these assets for mass distribution through many channels and segments. These can become viral, video, print, image, digital/electronic, or broadcast. These types of organizations generally use a customer relationship management (CRM) application that allows organizations greater control over the creative development, distribution, fulfillment and management of all brand-related content.
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