Personal Marketing Strategy

Personal Marketing Strategy
Part of the Final Marketing Yourself Plan – Due at the End of the Term
When marketing a product, brand, or organization, marketers must always consider the need to
continuously improve their product offerings in order to elevate, or even just maintain, their position in the
marketplace. Such a continuous improvement process starts with understanding where you currently are in
the marketplace (i.e., how your product is perceived in comparison to other products) and what is desired
by your target audiences. At that point you have the challenge to choose which goals to set and how you’ll
try to reach them.
If you’ve completed the assignments thus far, you’ve already evaluated Product You with your Raw Materials
Assessment. You also have assessed your target audiences with the Product/Audience Match Strategy. Now
it’s time to set strategic goals and contemplate the actions to reach those goals.
Setting goals is a difficult process, mainly because there are so many options available to you. Your personal
and professional branding options are not limited to a mere fork in the road with two choices (à la Robert
Frost’s “The Road Not Taken”). It’s more like hundreds (or even thousands) of choices if you really open your
thinking about what your future could hold. Thus, this assignment will require some degree of self-reflection
to determine where you would like to move your personal brand and/or professional brand over the next
one to five years.
Self-Reflection, Objectives, and Strategies
The best way to start this goal-setting process is to consider the values you assessed in your Raw Materials
Inventory. If your aspirations for your personal brand and professional brand are developed with your
values in mind, you’ll be more likely to feel motivated to work to achieve them, and you’ll be more likely to
be satisfied when those goals are reached.
The next step is to consider how you would like to be perceived by others as you develop your brand. What
would you like people to think about you a year from now? Two years from now? Five or ten years from
now? What type of brand would you like to develop? As you consider these questions, keep in mind the
idea that you want to change not only the “perception” of your brand, but also the underlying “reality” of
that brand. For example, if you want to be perceived as being an expert in mobile marketing, then develop
your knowledge and skills pertaining to mobile marketing and then market that expertise. Always
remember that the best way to be perceived as an expert in a particular area is to truly become an expert in
that area.
Once you start to have general ideas or goals of what you want for your brand, set specific objectives with
those ideas in mind. Remember to use the SMART method (as explained in one of the assigned videos for
this module) to set useful objectives.
Finally, list some strategies, tactics, or actions that will help you reach your objectives. The more descriptive
you are when listing the strategies (as well as the objectives), the more likely you’ll be to complete them.
Specific Assignment Elements
After you have completed the above steps, create a document as follows:
1. Cover Page: Name, Panther ID, Major, Minor, Certificate(s), Assignment Title
2. Introduction: Discuss the purpose for having a personal marketing strategy.
3. General Branding Goals: Discuss your brand aspirations for one, two, five and/or ten years from
now. Describe how you will want people to perceive you.
4. Specific Branding Objectives: Using the SMART goals method, write at least 5 clear and achievable
objectives that align with your general branding goals.
5. Strategies/Tactics: To reach your objectives, you’ll need specific strategies or tasks that clearly lead
to those objectives. Discuss the strategies or tactics that will help you reach the objectives that you
listed in Part 4. Have at least two strategies/tactics for each objective.
6. Synthesis/Summary: Summarize your personal market strategy and provide a synthesis of how the
pieces fit together.
Assignment Formatting
Submit as a PDF file upload. Document should use Times New Roman 12-point font, single-spaced (with
spacing between sections and/or paragraphs) with margins not exceeding 1-inch. Length of assignment is
approximately 2-4 pages and should also include page numbering.
Assignments should be completed and submitted before due date/times. Late penalty is 10% deduction per
day (or partial day) late. No plagiarism, copying or cheating.

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