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

Author

Listed:
  • 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, Paradigm, 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

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    Keywords

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    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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