Type: For the choice of university

Department: department of public administration and business management



Course description

Course description
The discipline ” Self-Branding ” is interdisciplinary in nature and integrates knowledge of psychological, legal, philosophical, political science, sociology and economics. The course has its own specifics, due to a special purpose – the formation of students’ competencies in the formation of a personal brand.
The program of the discipline ” Self-Branding ” is concluded in accordance with the requirements of the organization of training. The program ” Self-Branding” determines the amount of knowledge that a student must master in accordance with the requirements of educational and qualification characteristics, the algorithm for studying educational material in the discipline, the necessary methodological support, components and technology for assessing student achievement
The purpose of teaching this discipline is to form students’ competencies in forming a personal brand in order to increase the effectiveness of interaction with the environment and achieve financial freedom and the formation of knowledge about modern approaches, rules and principles of developing their own professional development strategy, personal and corporate brand methods of influencing the individual, communication, social networks for the purposes of personal strategy, career building.
To achieve this goal the following main tasks are set: 
mastering the basic rules of building a personal brand;
provide basic knowledge about the essence of the brand, its structure, meanings and understanding of the basic communication processes for creating and managing a brand;
 to give knowledge about the concept of personal brand and professional self-determination and growth, the specifics of career building and its management;
learn to determine the real goals of professional growth, use technologies to build a successful career;
show the essence, forms and mechanisms of formation of brand communication as an integral category, navigate in the sociological and communicative dimensions of the brand;
  to teach the main approaches and features of planning and modeling of brand identity development;
  to master the skills of analytical, creative and innovative activities both in creating and managing a brand;
 application of the acquired knowledge to create your own image and manage it.

Recommended Literature

Recommended Books
Main literature:
1. Aaker D. Creating strong brands. – M .: Grebennikov, 2008. – 440 p.
  1. Anholt S., D. Hildret Brand America. How the cultural values ​​of one nation win the hearts and minds of millions of people in other countries through well-constructed marketing strategies. – Moscow: A good book. – 2010. – 232p.
  2. Alexander Osterwalder, Yves Pinier, Greg Bernard, Alan Smith. – We develop value proposals. How to create products and services that customers want, 2018. – 348 p.
  3. Strutynska IV Brand management: theory and practice. Ternopil: Print Office, 2015 Electron. resource. Access mode: chnyk.pdf
  4. Shtovba OV Commodity branding in marketing and communicative management: textbook Vinnytsia: VNTU, 2014. Electron. resource. Access mode:
  5. Danilyuk A. Brand on the Internet, or Features of the communicative environment / A. Danilyuk // Management of the company. – 2011. – № 12. – P. 9–12.
  6. The most expensive brands in the world according to Millward Brown // Encyclopedia of Brands. [Electronic resource]. – Access mode: samye-dorogie-brendy-mira-po-versii-millward-brown
  7. Create a personal brand: how to find opportunities, develop and stand out / Jürgen Salenbacher; per.s.angl.Anastasia Seminoy.— M .: Mann, Ivanov and Ferber, 2019. —240 p.
  8. Top 50 best Ukrainian brands mentioned on the Internet // Exchange leader. [Electronic resource]. – Access mode:
  9. Center for Humanitarian Technologies. Official site. [Electronic resource]. – Access mode: http: // gtmarket
  10. Personal branding / F. Kotler, I. Rein, M. Hamlin, etc. – M .: Grebennikov Publishing House, 2008. – 400 p.
  11. Davis, Phillip, your absolute image. A book for politicians and businessmen, men and women / Phillip Davis. – Москва: Машиностроение, 1997. – 320 с.
  12. Ivanytska, SB Implementation of European methods of time management in Ukraine [Text] / SB Ivanytska, TO Galaida, RM Tolochiy // Global and national problems of economy. – 2018. – № 21. – P. 288 -292.
  13. Maisyura, OM On the effectiveness of the use of personal time (on the issue of time management) [Text] / OM Maisyura // Actual problems of economics. – 2010. – N 2. – P. 196 -201.
 Additional literature:
  1. Brand management: theory and practice. manual / incl .: IV Strutynska. – Ternopil: Print Office, 2015. – 204 p.
  2. Grigorchuk TV Branding: a textbook for distance learning [Electronic resource]. – Access mode: in_business_activities /
  3. Marketing Communications [Electronic resource] – Access mode:
  4. European Association of Ukrainians [Electronic resource] – Access mode:
  5. Research of perception of Ukraine. Ukraine brand. (positioning of the Ukrainian state abroad) [Electronic resource] – Access mode:
  6. What is Ukraine for you and who are the Ukrainians? Conducting sociological research to determine the vision of the image of Ukraine by domestic citizens and the perception of our country by foreigners staying in Ukraine [Electronic resource] – Access mode:
  7. Moroz OV Theory of modern branding: monograph / OV Moroz, OV Pashenko. – Vinnytsia: UNIVERSUM-Vinnytsia, 2003. – 104 p. [Electronic resource] – Access mode:
  8. Ponomareva EA Brand Management [Electronic resource] – Access mode:
  9. Krainyuchenko OF, Gabor OO Stages of the process of brand creation and development: formation of brand DNA. [Electronic resource] – Access mode:
  10. Krylov AV Brand and society – the division of values. Encyclopedia of Marketing [Electronic resource] – Access mode:
  11. Brand management as a process [Electronic resource] – Access mode:
  12. Business administration: master’s course: textbook / for general. ed. L.G. Мельника, С.М. Ilyashenko, IM Captain. – Sumy: VTD “University Book”, 2008. – 896 p.
  13. Belovodskaya OA Personal branding as an important tool for successful professional activity / O.A. Belovodskaya, MV Puzikova // Economic problems of sustainable development: abstracts of the scientific and technical conference of teachers, staff, graduate students and students of the Faculty of Economics and Management, dedicated to the Day of Science in Ukraine, Sumy, April 18-22, 2011 / Resp. for vip. A.Yu. Zhulavsky. – Sumy: Sumy State University, 2011. – Part 4. – P. 223-224.
  14. Burdyugova E. Personal branding [Electronic resource] / E. Burdyugova. – Access mode:
  15. Kazakova E. Marketing of personality / E. Kazakova // Marketing and advertising. – 2010. – №2. – P. 54-56.
  16. Kotler F. Personal branding. Technology of achieving personal popularity / F. Kotler, I. Raine, M. Hamlin, M. Stoller; [trans. with English E. Simdyashkina, N. Kotsyubo]. – М.: Grebennikov, 2008. – 396 с.
  17. McNally D. How to stand out from the crowd or the formula of personal branding / D. McNally, K. Spike; lane with English K. Tkachenko. – М.: ГРАНД: ФАКР-ПРЕСС, 2004. – 190 с.
  18. Rampersad H. Authentic personal branding as a way of self-development of personality / H. Rampersad, L. Martirosyan // Personnel development management. – 2010. – №1. – P. 62-66.
  19. Branding of the online store [Electronic resource]. – Access mode: ay n_magazinov
20. Haruk, KB Diagnostics of time management of enterprises on the basis of business indicators: efficiency and productivity [Text] / KB Haruk, RM Skrynkovsky, NM Krukevich // Economy and State. – 2015. – № 1. – P. 56 -59.


Work program of the discipline (bachelor, full-time)
syllabus Self-Branding Komarnytska 21-22 DVVS


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Силабус: Self-Branding

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