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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/personal-branding-success
课程评论：没有评论
课程名称：个人品牌：脱颖而出与成功 概述：在《个人品牌：脱颖而出与成功》课程中，您将探索顶级品牌所使用的品牌策略如何影响您自己的个人品牌，确保它真实反映您自己。该课程为期四周，您将定义品牌的含义，并探讨品牌产品与个人品牌之间的重叠。您将反思自己的核心价值，并将其转化为电梯推介、品牌形象和品牌故事。本课程由密歇根大学罗斯商学院的世界级教授授课。 教学大纲： 第一周：品牌介绍 描述：教师Cheri Alexander和Marcus Collins自我介绍，并分享课程概述。在这一周，您将接触有关品牌的基本概念，包括品牌的定义和历史背景，探索品牌的影响，并获得品牌分析所用框架的洞察。为了充分理解个人品牌，讲师首先会通过产品品牌来建立您的知识基础，以便让您理解品牌的关键概念。 第二周：人作为品牌 描述：在第二周，Cheri和Marcus深入探讨如何将产品品牌与个人品牌联系起来。为了更好地理解优秀品牌的明确价值和真实性，您将探索一系列对世界产生影响的人的小案例研究。然后，您将练习使用在第一周末学过的RED框架分析个人品牌。通过品牌分析的过程，您将开始识别构成强大而真实品牌的关键特征。 第三周：你作为品牌 描述：在第三周，您将进行两个反思活动（核心价值排序和最佳自我反思分析）。在核心价值排序中，您将发现哪些价值观对您而言最重要，并将这些价值观融入到您的个人品牌中。在最佳自我反思分析中，您将与身边的人交流，了解他们在您表现最佳时对您的看法。通过听取他人的观点，您将确定那些对您真实品牌基础的特征。请注意，此模块可能需要超过一周的时间才能完成。 第四周：重塑与调整 描述：在第四周，我们将通过两个最终活动将您在整个课程中学到的所有概念结合起来：设计您的品牌标志和创建您的品牌故事。现在，您对核心价值观和第三周得到的特征有了理解，您将能够设计出个人品牌的视觉表现，并撰写关于您为何从人群中脱颖而出的品牌故事。
Name:Week 1: Introduction to Brands
Description:Your instructors, Cheri Alexander and Marcus Collins, introduce themselves and share with you an overview of the course. During this introductory week, you will be exposed to essential concepts related to branding. These include understanding the definition and historical context of brand, exploring brand effects, and gaining insights into the frameworks that can be employed for brand analysis. To fully comprehend personal branding, the instructors will initially build your knowledge around product branding to give you a baseline understanding of key branding concepts.
Name:Week 2: People as Brands
Description:In Week 2, Cheri and Marcus delve into how we can relate product brands to personal brands. To better understand how great brands have clear values and authenticity, you will explore a series of mini case studies of people who have left an impact on the world. You will then practice analyzing personal brands with the RED Framework, which you learned about at the end of Week 1 of the course. By going through the process of brand analysis, you will start identifying key traits that constitute a strong and authentic brand.
Name:Week 3: You as a Brand
Description:In Week 3, you will be guided through two reflection activities (a Core Values Sort and a Reflected Best Self analysis). In the Core Values Sort, you will discover which of your values are most important to you and incorporate those values into your own personal brand. In the Reflected Best Self analysis, you will reach out to those close to you and gain insights into how they perceive you when you are at your best. By hearing the perspectives of others, you will pinpoint characteristics that you have that are foundational to your authentic brand. Note that this module may take longer than a week to complete.
Name:Week 4: Reinventing & Retuning
Description:In Week 4, we will bring all of the concepts that you have learned throughout the course in two final activities: designing your brand logo and creating your brand story. Now that you have an understanding of your core values and characteristics from Week 3, you will be able to design a visual representation of your personal brand and craft a brand story about what makes you stand out from a crowd.
In Personal Branding: Stand Out and Succeed, you’ll explore how the branding strategies used by top-brands can inform your own personal brand, one that’s authentically you. Define what a brand is, and explore the overlap between branded products and personal branding in this 4-week course. You’ll reflect on your core values, and translate them into an elevator pitch, brand imagery, and brand story. Taught by world-class faculty from the University of Michigan’s Ross School of Business, this cour
