Positioning strategies

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来自 The State University of New York 的课程

Strategic Self-Marketing and Personal Branding

57 个评分

The State University of New York

Strategic Self-Marketing and Personal Branding

57 个评分

课程 3（共 4 门，Specialization 职业生涯品牌管理）

In this course, you will learn how to use strategic marketing and personal branding techniques for designing, enhancing, and promoting your professional image. Acting as "your own Chief Executive Officer" (P. Drucker), you will learn how to use relationship and network marketing and impression management to showcase your skills to prospective employers, colleagues, supervisors, and other interested parties. This course will help you to: - Recognize the importance of marketing orientation and career brand building for your career development; use marketing communication strategies for your self-marketing; - Implement strategic marketing planning for your career development and engage in creating your own strategic self-marketing plan; - Devise strategies for managing your professional reputation; begin creating your personal brand, and plan steps for strategic personal branding; - Create personal branding statements, and integrate social networking into your career branding; - Refine your self-management information system to systematically collect and analyze self-marketing and personal branding related data, select appropriate tools and apply them for a thorough, accurate, evidence-based and data driven self-assessment of your self-marketing and personal branding skills; - Develop and implement an effective instrument for displaying your artifacts and monitoring your marketing communications strategies ("The Showcaser") and a realistic performance metric for evaluating your career brand building activities ("The Career Brand Equity Builder").

从本节课中

Self-Marketing Strategies and Tactics

Welcome to Week 2! In this week, you will learn how to use marketing communication strategies, such as advertising, promotion, public relations, and direct marketing, for self-marketing. You will implement strategic marketing planning for individual career development and engage in creating your own strategic self-marketing plan and develop strategies for communicating it to perspective employers. You’ll also examine how to create and use digital artifacts to demonstrate your level of proficiency in performing critical tasks related to a particular job. As a result, you’ll enhance your ability to showcase your mastery in performing required soft skills to prospective employers and other interested parties. Your instructor for this week is John Beckem.

Introduction to Week 21:09

Positioning strategies4:41

Distribution strategies5:31

Contact strategies3:50

Public relations strategies3:44

Advertising strategies5:32

Exercise: Your self-marketing plan4:37

Leadership skills: An interview with Darryl Leggieri14:04

Decision making skills: An interview with Darryl Leggieri12:03

与讲师见面

Dr. Valeri Chukhlomin
Professor
SUNY Empire State College
Dr. Michele Forte
Assistant Professor, SUNY Empire State College
Community and Human Services
Dr. John M. Beckem II
Assistant Professor of Finance and Management Studies
State University of New York, Empire State College
Dr. Tonka Jokelova
Coordinator of Curriculum and Instructional Design
SUNY Empire State College
Amy Giaculli
Assessment Specialist
SUNY Empire State College

[MUSIC]

Hello, and welcome back.

In this video, we're going to discuss positioning strategies.

By definition, a positioning strategy is a research based process

that attempts to identify how you, as an applicant, in your chosen market,

rank in relation to your competitors who are applying for the same job.

And so before we delve into position strategy, I would like for

you to pull out some of your tools that you have created in previous courses.

Such as, your self assessment grid for evaluation, your SWOT analysis,

your 360 degree self assessment and your present job market value, PJMV.

Remember in these tools it help you to be able to identify those competencies and

skills that you had a high proficiency at performing.

You might even have some artifacts, or evidence of your abilities

to perform at a high level in regards to the skills and competencies.

Now what we're going to do is as you review that and

begin to identify those competencies and skills that are very high,

let's think about how we're going to position ourselves.

And some ways that we can do that.

Some examples of things that come to mind is we can utilize a staffing agency

as well as a head hunter.

Now let's discuss a staffing agency.

So first on your behalf as a person who might work as an agent representing you,

such as a staffing agency, you have the ability to put together a nice portfolio.

So, we want to choose a staffing agency that is industry specific.

For example, if you're aspiration is to be in HR,

Human Resources, maybe as an executive or director, then,

there are staffing agencies who specialize in only finding employees for

employers looking for human resource personnel.

And so once I have identified a staffing agency that is conducive for my market and

industry, now I want to think about how can I best present myself for

this staffing agency to work on my behalf.

For instance, I can utilize my e-portfolio and

begin to pull out those things that showcase my ability.

And then as I present that to the staffing agency,

now that agency can present them to a potential employer.

And what this do is it actually gives you an advantage.

If you think about all the applicants that a person might receive,

whether they're utilizing a job, posting board, or going to the website

of the company directly, you have someone who's working on your behalf and

who has the ability to present a holistic picture of your ability and skills.

Number two can be a headhunter.

A headhunter can work in the same reference as a staffing agency.

And again, headhunters are individuals who might specialize in a particular niche,

whether it's manufacturing, human resources marketing, and so forth.

And this headhunter is usually working on behalf of an employer

who is seeking individuals who are in a particular

field that can fulfill the position that the employer is looking for.

So you don't have to wait necessarily for a headhunter to contact you.

You can be proactive and take the initiative

to contact a headhunter yourself that is specializing in your particular needs.

So what have we learned?

We've learned positioning strategies and

how we can utilize that to set ourself apart or ahead of the competition.

Ways that we can utilize positioning strategies is by soliciting the help or

the assistance of a staffing agency as well as headhunter.

And again, they have the ability to present a holistic

portfolio to a potential employer which is a lot more than just a cover letter or

a resume which you might present on behalf of yourself.

What's next is distribution strategies.

And I look forward to seeing you in our next video as we discuss ways of

distribution strategies can be very beneficial to you in your self marketing.

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