INSTITUTE OF MANAGEMENT TECHNOLOGY Hyderabad

PGDM, PDGM (Finance) & PDGM (Marketing)

Term - II, AY 2019-2020
Course Handout

Course Code : MKT 19202

Course Title : Personal Branding
No. of Sessions : 10
Duration of session : 75 Min
Instructor(s) : Prof.Dhananjay Singh (Instructor in charge), Prof. Nitin Gupta, Prof. Siva
Gnana Sundaram, and Prof. Deviprasad Ghosh

1. Course Description

Brands are everywhere and no one living in the current world can escape the
omnipresence of brands. Regardless of what one does, he or she is influenced by brands
as brands rule the visual domain of mankind. Personal branding is one of the latest
phenomena in the purview of branding. Identifying a unique promise of value of an
individual, based on his personality characteristics and social skills will help in favorable
positioning in the social relations that one has at work, in social groups and in personal
life.
Everybody lives in this world by selling something and this course intends to impart sales
orientation among students.

2. Course Objectives

The course adopts a workshop approach and intends to acquaint students with hand on
approach to personal branding. The course intends to accomplish the following
objectives:

 To create personal brand equity

 Know yourself to grow yourself – Cultivating right perceptions
 To make the individual visible at work
 To appreciate the importance of sales, and understand the personal selling
process

3. Reference Books

 Kornberger, Brand society – How Brands Transfer Management and Lifestyle,

Cambridge

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  David A Aaker, Brand Asset Management – Driving Profitable Growth Through Your
Brand, Jossey – Bass

4. Pedagogy

Lectures, role plays, individual and group presentations, self-exploration and class
discussions

5. Course Content and Session Plan

Date Session Topic Readings

No.
23/11/19 1 Introduction to the course and 1. The five things all
evaluation components great salespeople
23/11/19 2 Personal branding – An do by Joseph
introduction Curtis
23/11/19 3,4,5 Self-exploration, personal sales 2. How to improve
pitch and faculty observations your sales skills,
24/11/19 6 The personal selling process, sales even if you’re not
strategy a salesperson by
24/11/19 7 Group exercise – Team selling Rebecca Knight
24/11/19 8,9 Group presentations
25/11/19 10 Comprehensive examination

6. Assessment Scheme

Date
EC No. Evaluation Component (EC) Weightage

1 Sales pitch 10 23/11/19

2 Group presentation 15 24/11/19

3 Comprehensive 25 24/11/19
examination

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