Management in-class activities to enhance personal brand attributes of undergraduates

Paul, Anita * (2015) Management in-class activities to enhance personal brand attributes of undergraduates. In: Unlocking borders in education: proceedings of the 3rd Pre-University Conference, 6 September 2014, Bandar Sunway. Proceedings of the Sunway Academic Conference (2014). Sunway College Kuala Lumpur, Bandar Sunway, pp. 44-53. ISBN 978-967-13697-0-8

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Abstract

The notion of personal branding, borrowed from a marketing concept, has intrigued many ever since Tom Peters coined the term in ‘the brand called you’(Peters,1997 as cited in Shepard 2005) . This led to the explosion of personal brand research by various enthusiasts. However, there exists limited academic literature on personal branding in the higher educational context but more references to personal development instead. This paper explores various researches on the concept of personal branding and explores its application in higher education the aims to enhance the awareness and development of personal branding attributes within the Management classroom.

Item Type: Book Section
Additional Information: Author is with the Australian University Programme, Sunway College
Uncontrolled Keywords: personal brand; self-branding; undergraduates; personal development; higher education
Subjects: L Education > LB Theory and practice of education
L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: Sunway College > Australian University Program
Depositing User: Ms. Molly Chuah
Date Deposited: 27 Mar 2016 07:21
Last Modified: 27 Mar 2016 07:21
URI: http://eprints.sunway.edu.my/id/eprint/294

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