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Marketing Communications
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Personal Branding and Digital Portfolio

IMC 552

This course is offered in:

M.S. Digital Marketing Communications

Top Three Course Takeaways

  1. Having Clarity in Strategy.  Students walk away knowing how to define, articulate, create, and defend their professional value for their personal brand.
  2. Building Proof over Promises. By the end of the course, students don’t just talk about skills as they demonstrate them with real work with a personal branding portfolio.
  3. Embracing professional confidence + career agility. Students learn how to network intentionally, pitch themselves through a brand kit, and adapt to a changing market showcasing their brand voice and perspectives.

Course Topics

  • Introduction to Personal Branding
  • Personal Branding Frameworks and Personal Branding Audit
  • Building a Personal Brand (voice, mission, purpose, toolkit)
  • Personal Branding Strategies (media, planning, social, digital)
  • Content Creation for a Personal Brand (visual, audio, written, AI)
  • Crisis Communication and Personal Branding
  • Personal Branding and Networking
  • Future of Personal Branding: Ethics, Legal, and Professionalism

WORKLOAD:   (8-10 hours per week)

This course explores the importance of brand identity, positioning, communication, and management across various platforms, particularly in the realm of social media and public relations. Students will develop a personal and professional brand toolkit, including a comprehensive branding plan, social media strategy, and PR blueprint.

Course Learning Outcomes:

  • Identify the fundamental concepts of personal and professional branding.
  • Develop skills to create, communicate, and maintain a strong personal brand.
  • Explore social media's role in personal and professional branding and create effective strategies for each platform.
  • Learn best practices for navigating public relations, including crisis management and media engagement.
  • Apply branding principles to build a professional presence that aligns with industry standards.

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Personal Branding and Digital Portfolio Instructors

Freberg headshot
Karen Freberg Associate Professor and Author
kafreberg@mix.wvu.edu Read More