Personal Branding and

Social Media Marketing

Syllabus
Each Fall Semester
Last edit: 12.09.2020

Chair for Marketing and Market Research

URPP Social Networks
Department of Business Administration
University of Zurich, Switzerland
© Zurich, 2020. All rights reserved.

Personal Branding and Social Media Marketing – Syllabus 1

PREAMBLE
Welcome to our “Personal Branding and Social Media Marketing” syllabus!

«Personal branding is not about you.

It’s about putting your stamp on the value you deliver to others. »
William Arruda

Today, the Internet and a plethora of social media platforms and applications offer various
possibilities to build brands and market their value. These tools help to differentiate a brand
from its competitors, communicate its unique selling proposition (USP) and position it to
target audiences. Therefore, understanding the mechanisms of digital marketing is core to
today’s marketing discipline. This course should therefore be seen as essential course not
only for every marketing student, but probably for every student in management.
In this course, we’ll focus on personal branding through internet and social media tools. Per-
sonal branding is an important tool for individuals, jobseekers and young startup companies
to define, communicate and sell their strongest attributes and uniqueness to a target audi-
ence. Becoming a brand seems to be an important first step today to become a thought
leader in one specific field.
In this course, we:
- discuss personal brands as important professional asset
- talk about different branding strategies and how to align them with a professional
career or business objectives
- emphasize how social tools can be used to self-organize and manage your brand
building
- set-up a social media ecosystem consisting of several platforms that supports the
brand building process
- introduce platforms and tools to feed, grow, automate and analyze social media ac-
counts
- lay our hands on our own brands, i.e. this course is set-up in a way to work as semester
workshop in which students can apply all learned principles, week-by-week to their
own brand, blog, or website
Some platforms to be covered in this course are: Twitter, Facebook and Facebook Ad, In-
stagram, Pinterest, Google Analytics, Buffer, Hootsuite, IFTTT, Fiverr and many others.
This course will always take place in the fall semesters. Basic knowledge is not required. It is
highly recommended to setup a personal WordPress website. Reading and preparation is
required next to the class. Respective material will be given in class. All necessary infor-
mation concerning the course can be found within this syllabus.
We are pleased to welcome you to this course. And now: Let’s go digital!

Personal Branding and Social Media Marketing – Syllabus 2

QUICK OVERVIEW
Instructor:
Prof. Dr. René Algesheimer
Office: Andreasstrasse 15, CH-8050 Zurich, Switzerland
Phone: +41 44 634 2918
E-mail: market-research@business.uzh.ch
Web: www.market-research.uzh.ch
Office hours by appointment.
Teaching Assistants:
Dr. Radu Tanase, PostDoc, radu.tanase@business.uzh.ch
Alex Mari, PhD, alex.mari@business.uzh.ch
Cindy Candrian, MA, cindy.candrian@business.uzh.ch
Type:
Lectures and exercises.
Target Audience:
Bachelor students assigned to the “Wahlpflichtbereich” BWL 4.
Frequency:
Each fall semester.
APS (ECTS):
6
Workload Statement:

Part Workload ECTS

Course Preparation 20h + 25h
Class attendance (lectures) 35h

Individual work and assignments 20h + 65h

Final Exam 15h

Total 180h 6

Maximum Number of Students:

Limited only by room/zoom size.
Content:
Hands-on introduction into branding, personal branding and digital marketing tools to build
up and foster your brand. The class is made up as an interactive, ongoing workshop.
Language:
English

Personal Branding and Social Media Marketing – Syllabus 3

Basic Literature:
1. Clark, Dorie (2013): Reinventing You, Harvard Business Review Press.
2. Gladwell, Malcolm (2011): Outliers: The Story of Success, Back Bay Books.
3. Ferris, Tim (2016): Tools of Titans: The Tactics, Routines, Habits, Houghton Mifflin
Harcourt.
4. Tan, Chade-Meng (2012): Search Inside Yourself, Harper One.
Additional literature, videos, tools, individuals to follow and some other recommendations
will be given in class.
Prerequisites:
1. Wordpress: We recommend you to go through some online tutorials on WordPress (or
similar website creation tools), understand how they work, and potentially setup a simple
first page.
We recommend the following free tutorials or free courses:
1. Wpbeginner: How to Learn WordPress for Free in a Week (or Less)
2. Wpbeginner: How to Install WordPress – Complete WordPress Installation
Tutorial
3. Tyler Moore: How to Make a WordPress Website – 2018 – In 24 Easy Steps
4. Daniel Pataki: A Beginner’s Guide to Creating A WordPress Website
5. WordPress Cheat Sheet for Developers
6. 40 brilliant WordPress Tutorials J
2. (Digital) Marketing skills: nothing required.
3. Accounts: During the semester, we’ll work a lot with Google’s Marketingplatform (Google
Analytics, Google Ads, Google Tag Manager, Google Data,…) and the most common social
media platforms. It is helpful (but not required), if you set up your own account on these
platforms before the class starts.
Course Number:
BOEC0389, Vst-Nr. 3132
Registration:
Officially register using the booking tool at the University of Zurich. An individual application
for this class is not necessary.
Grading:
100% Final multiple choice exam.
è Pass/No Pass: A Powerpoint presentation documenting the development of the per-
sonal brand has to be delivered. Passing this presentation is required to pass the
whole class and a required element.
è Uplift (0.25): During the class we may ask you for voluntary online assessments, for
example to get Google certificates. If you pass those, we use this information to uplift
your final grade.

Personal Branding and Social Media Marketing – Syllabus 4

Dates (see actual announcements on website for potential changes):
Course: 15.9., 22.9., 29.9. each 16.15-17.45h
Exercises: 6.10., 13.10. (no classes)
Course: 20.10. – 15.12. each Tuesday 16.15-17.45h
Deadline to submit presentation: 14.12.2020, 12h (not negotiable)
Deadline to submit potential certificates: 14.12.2020, 12h (not negotiable)
All submissions must be sent to: alex.mari@business.uzh.ch.
Final exam, 19.01.2021, 16:00 – 16.45h.
Location:
Please see the respective information posted on our website and in the VVZ.
Note:
This information in the syllabus supports the official information in the electronic university
calendar (VVZ – Vorlesungsverzeichnis). In cases of doubt, the official information at the
VVZ is valid.

1. INTRODUCTION AND OBJECTIVE

1.1 Course Purpose & Objectives
Branding is one of the core marketing disciplines. It describes the process involved in creat-
ing a unique name and image for a product, or a service in the consumer’s mind through
consistent communication themes. Branding aims to establish a significant and differenti-
ated presence in the market that attracts and retains loyal customers. The purpose of this
course is to apply the ideas of branding to building up a personal brand. The course is a
hands-on introduction into branding, personal branding and digital marketing tools to build
up and foster a personal brand. The class is made up as an interactive, ongoing workshop.
The objectives of this course are to become accustomed with, understand, and apply brand-
ing techniques that are typically used in digital marketing. The course will motivate and en-
courage students to practice these concepts in practical exercises, to develop a spirit of
problem solving, and to enhance the ability to think in business terms. The course presents
popular digital marketing and social media marketing tools with practical exercises to
familiarize students both with the theoretical and practical aspects of marketing methods.
This course should (a) support students creating an understanding of personal brands and
branding strategies, (b) demonstrate the advantages and disadvantages of using different
social media platforms, (c) build-up an ecosystem of social media platforms supporting a
brand building process, (d) help students to feed, grow, automate and analyze social media
activities, and (e) apply these ideas and principles to a personal brand.
1.2 Course Contribution towards Marketing Management
The course includes a comprehensive presentation of the main tools that are typically used
in digital marketing management and branding. These elements are discussed in class and
supported by examples. The approach adopted encourages students to critically evaluate
given marketing situations and solutions, to discuss their applicability, as well as to solve
given marketing decision problems.
1.3 Course Contribution towards Analytical Competence
The course presents the main analytical tools in social media marketing necessary to obtain
and use data that are applied in the professional world and which help marketing managers
to use data appropriately, to analyze marketing situations, to formulate marketing strategies

Personal Branding and Social Media Marketing – Syllabus 5

and plans, and to evaluate their impact on the personal brand building process. The students’
understanding of these analytical instruments, taught to them from basics, is realized through
theoretical discussions, examples, exercises, and practical assignments.
1.4 Course Contribution towards Correctly Understanding and Applying Marketing In-
struments
One course objective is to show how digital marketing instruments can support a personal
brand building process. The tools presented and discussed in class provide students with an
image of the complexity and pitfalls of typical digital marketing problems.
1.5 Course Contribution towards Critical Thinking and Problem Solving Skills
As all digital tools are directly applied to realistic situations in the brand building process of
each student, students need to formulate the related marketing problems they perceive and
marketing questions to these given situations. Problem solving skills are developed as a con-
sequence of applying these digital tools and discussing alternatives. In order to foster critical
thinking, the whole brand building process is accompanied, interpreted and critically ana-
lyzed.
1.6 Course Contribution towards Ethical and Social Responsibility
The cases that are presented in class integrate ethical questions in order to develop a sense
of ethical and social responsibility and to actively generate an understanding of different
cultural perspectives. An open minded, tolerant, and respectful atmosphere within class is
necessary to maintain this. The pedagogical approach adopted in this course encourages
students to participate contributing their opinions, experience, and comments to the discus-
sions developed around the presented marketing methods and to seriously consider and
discuss each other’s opinion.

1.7 Course Contribution towards the Development of Good Teamwork and Communica-
tion Skills
The capability to effectively work in teams and to communicate during the working process
is an essential skill for marketing managers. The pedagogical approach adopted in this course
encourages students to participate in class forwarding their opinions, experience, and com-
ments to the discussions developed around the presented marketing methods. Additionally,
if possible with the class size, group work encourages students to develop interpersonal
communication skills, as well as to debate and negotiate ideas and decisions during their
group work. Finally, students are obliged to use both verbal and written communication dur-
ing their course work which reinforces these skills.

2. COURSE MATERIAL
Students have access to our web-based e-learning platform on OLAT to download the slides
presented in class and find other relevant material such as datasets and literature. The fol-
lowing procedure is strongly recommended as preparation for the classes.
2.1 Overview of Classes
On our webpage, an overview of all courses given by our team can be found. Students can
develop an idea of the classes and how they best fit into their personal agenda. The sites can
be accessed through:
Chair for Marketing and Market Research Website
Marketing Group Zurich Website
2.2 Hands-on Guides
Several files have been prepared that provide background knowledge of the expectations in
the classroom and some tips concerning “How to give presentations in class”, “How to write

Personal Branding and Social Media Marketing – Syllabus 6

in an academic style”, etc. Those guides should be read prior to class to obtain a good un-
derstanding of what is expected.

2.3 Syllabus
For each course, a syllabus exists with all details concerning that specific course. This is the
guideline for the class and a must-read. Everything concerning the grading of the course, the
agenda, the planned topics, the workload, readings, and much more can be found in the syl-
labus.
2.4 The Slides
The slides presented and discussed in class are available on the e-learning platform. Slides
can be downloaded for each class. The slides do not completely cover the entire syllabus.
Therefore, it is necessary to participate in class.
2.5 Movie Recording
All lectures exist as movie recording as well. During these online classes, we go through all
the slides. The movies are thought as of a flipped classroom experiences that students can
enjoy online before the classes start. The time in the classroom is used for interactions, dis-
cussions, workshops and reflections that are built on the video lectures. As such, we expect
that students study the videos before the physical class settings.
2.6 Recommended Readings
Recommended readings are articles that go into more details on the specific topics. They are
presented at the end of each session.

2.7 Recommended Other Material

Throughout the class, we recommend a number of different videos to watch, individuals to
follow, websites to verify, tools to test,…. In fact, the class is filled with a lot of material to
experiment with. They are presented at the end of each session.
2.8 Templates
Slide presentations have to meet our formal requirements. Templates will be provided at the
beginning of this course.
2.8 Additional Readings
The academic and professional papers published online or in marketing journals can also be
used by students to obtain additional information about digital marketing and branding con-
cepts, theories, and methods. The following journals are reputable and are therefore strongly
recommended:
Marketing journals:
Journal of Marketing, Marketing Science, Journal of Marketing Research, Journal of Con-
sumer Research, International Journal of Research in Marketing, Journal of the Academy of
Marketing Science, Quantitative Marketing and Economics, Journal of Interactive Marketing,
Journal of Business Research, Journal of Service Research, Journal of Product and Innova-
tion Management
Management journals:
Academy of Management Review, Academy of Management Journal, Management Science,
Administrative Science Quarterly, Strategic Management Journal
For inspiration:
Harvard Business Review, Sloan Management Review, McKinsey Quarterly

Personal Branding and Social Media Marketing – Syllabus 7

3. COURSE CONTENTS
3.1 Overview of Lectures and Exercise*

* Preliminary outline for HS 2020, this schedule is potentially subject to change.

3.2 Details of Classes

This is the preliminary outline for HS 2020. This is subject to change and additional literature
might be given in class.

Personal Branding and Social Media Marketing – Syllabus 8

L1: Introduction to Branding
Outline:
This unit will introduce you into some fundamental ideas about branding. Thus, you will be-
come familiar with the definition of a brand, what it distinguishes it from name and logo, the
key elements of successful brands, and the five steps of building successful brands. These
five steps are applied onto a case study, in which we develop a brand. In the end, we’ll talk
about the brand’s identity system and how to create a brand book. Finally, you should be
able to get an idea whether this course fits to your expectations and needs.
Objectives:
(1) Understand what a brand is.
(2) Understand the importance of creating a brand.
(3) Identify the core elements that form a brand.
(4) Understand that brands have financial value.
(5) Understand the brand building process and the identity system of a brand.

L2: Introduction to Personal Branding

Outline:
This unit builds upon the fundamentals of branding and applies them personal branding. In
this class, you learn what personal brands are, why they are important, you will have to cope
with the 10 biggest lies almost everyone has for not building a personal brand, we will look at
your passions, strengths, skills, and start the personal brand building process with the brand’s
promise, core values, and mission statement, identifying target customers and match solu-
tions, finding brand names, logo and an identity system.

Objectives:
(1) Understand what a personal brand is.
(2) Understand the importance of creating a personal brand.
(3) Identify the core elements that form a personal brand.
(4) Understand the personal brand building process.
(5) Identify your niche.
(6) Identify your audience.
(7) Market your niche idea to your audience and offer them value.
(8) Defining brand promise, values and mission statement.
(9) Developing brand name, logo and identity system.
(10) Developing your brand.

L3: Toolbox
Outline:
This unit will introduce you to a toolbox you need to develop your own brand including the
brand logo and identity system. Thus, we’ll talk about design principles, about the differences
between wordmarks, monograms, icons and logos, about color, color theory and color pal-
ette, as well as about typography. Equipped with this background theory and material, you
are ready for the exercise and are able to develop your own personal brand.
Objectives:
(1) Receive a toolbox that helps you expressing your brand ideas.
(2) Get in touch with elementary design principles and learn how to break them.
(3) Learn the rules of logo design.
(4) Learn to differentiate between wordmarks, monograms, icons and logos.
(5) Adapt a process to make a wordmark, design a monogram, create and icon and com-
bine all of them.
Personal Branding and Social Media Marketing – Syllabus 9
(6) Learn the fundamentals of the color palette and how to make one.
(7) Learn the fundamentals of typography.
(8) Create an identity system and a brand vision book.

L4: Introduction to Digital Marketing I

Outline:
In this unit, you will learn the fundamentals of digital marketing. We start with a discussion
about what has changed by digital marketing, we talk about owned, earned and paid media
and how develop strategies for each of them. Afterwards, we proceed discussing websites
as the heart of your future brand building process, about requirements for appealing sites,
functional as well as technical requirements. We continue talking about responsive designs
and how to develop websites. Next, we look into customer journeys and conversions into
goal-specific landing pages. We give a first look into the new Google Marketing Platform and
into the Google Tag Manager to learn how they help you developing your sites. We finally
close the class with a discussion about content and copy.
Objectives:
(1) Learn to differentiate between owned, earned and paid media and develop strategies
for each.
(2) Understand the requirements for successful websites.
(3) Understand customer journey and conversions into goal-specific landing pages.
(4) Get a first impression of the Google Marketing Platform and learn how it works.
(5) Get in touch with the Google Tag Manager and learn where it contributes to you im-
proving your website.
(6) Learn the difference between content and copy and how to develop high quality copy.

L5: Introduction to Digital Marketing II

Outline:
In this unit, you’ll be first introduced into the fundamentals of using data for tracking objec-
tives. We talk about the differences between a cookie and a pixel and learn why they are
needed. We get in touch with Google analytics, select and specify goals as well as create our
first tracking funnel. Afterwards, we have a long discussion about different Key Performance
Indicators (KPIs) in social media, their measures and importance. We continue with introduc-
ing the key aspect of search engine optimization (SEO) and learn the 20 essential SEO opti-
mization techniques. For identifying keywords, we’ll work with different tools. Amongst oth-
ers, we will use Google Keyword Planner and sneak into Google Ads. With this knowledge,
we apply our first Google Search and Display campaigns. Next, we look into the major social
media platforms and their characteristics and quickly talk about video, email and mobile mar-
keting.
Objectives:
(1) Learn the fundamental of analytics.
(2) Discover Google Analytics.
(3) Apply your first marketing funnel within Google Analytics.
(4) Learn the basic definitions of common variables used in digital marketing analytics.
(5) Understand SEO.
(6) Learn the 20 essential SEO optimization techniques.
(7) Discover the importance of keywords and how to find them.
(8) Lay your hands on Google Ads.
(9) Apply your first Google Search and Google Display campaign.
(10) Understand what good content is and where to find it.
(11) Got introduced into the basic social media platforms.
(12) Get insights into video, email and mobile marketing.

Personal Branding and Social Media Marketing – Syllabus 10

L6: Facebook and Facebook Ads
Outline:
In this unit, we have a closer look into Facebook and Facebook Ads. We start simple with
some core ideas about creating and optimizing FB pages. We look into some FB specifics on
user journeys and experiences and get insights into FB SEO and keywords. We discuss strat-
egies to post content and discover Facebook groups. Afterwards, we look into Facebook
Ads, walk through an ad campaign, discuss its strength and weaknesses. Finally, the class is
closed with a discussing about assistant to post content and automatize processes on Insta-
gram.
Objectives:
(1) Explore the use of a Facebook page.
(2) Create a Facebook page.
(3) Optimize a FB page.
(4) Find out about user journey and experience.
(5) Get FB related knowledge about SEO and keywords.
(6) Find out how to post content.
(7) Discover Facebook groups.
(8) Understand advertisement and Facebook Ads.
(9) Go through an entire Facebook Ad campaign.
(10) Get it touch with post assistants and automations for Instagram.

L7: Twitter

Outline:
As the final major social media platform we discuss in this class, we look into Twitter. Very
similar to the procedure before, we explore the platform in general, look into how to create
an account and optimize a page. We analyze different content types and talk about how to
post content including the usage of hashtags. Furthermore, we have a look at Twitter Ana-
lytics and Ads, supporting apps and continue our discussion about content curation.
Objectives:
(1) Explore the use Twitter.
(2) Create a Twitter account.
(3) Optimize a page.
(4) Discover the Twitter content types.
(5) Find out how to post content.
(6) Integrate a personal brand on Twitter.
(7) Discover content sources.
(8) Gain an overview of Twitter.
(9) Get to know Twitter Analytics & Ads.
(10) Understand how to curate and create content.
(11) Know post assistants and automations for Twitter.

L8: Instagram
Outline:
In this unit, we observe the social media platform Instagram, its characteristics, advantages
and disadvantages and personal brand building. We start by looking into finding and creating
niches on Instagram and how to create an account. We discover different content type, set
a theme and flow. We continue by looking into different strategies to post content on IG and
optimize the IG presence. We incorporate IG Analytics to improve the IG performance and
Personal Branding and Social Media Marketing – Syllabus 11
learn how to post ads on IG. Next to analyzing existing assistant for posting on IG and au-
tomatizing certain processes, we mainly talk in the end of the class about content creation
and curation.
Objectives:
(1) Find a personal niche on Instagram.
(2) Create your Instagram account.
(3) Explore the various IG content types.
(4) Set a theme and flow on Instagram.
(5) Discover how to post content.
(6) Optimize the IG presence.
(7) Learn how to use Instagram Analytics.
(8) Post an Instagram Ad.
(9) Find out about content creation and curation.
(10) Get in touch with post assistants and automations for Instagram.

L9: Other Social Media Platforms and a Social Media Ecosystem

Outline:
This unit closes the specific observation of social media platforms. We look into other rele-
vant platforms, such as LinkedIn, Pinterest or potentially Vero or Snapchat. For each plat-
form, we analyze its strengths, weaknesses and how it can be used for personal branding.
Finally, we have a live view into a number of different second order apps that are used be-
hind the social media platforms to find, analyze and automatize content. Out of these apps,
we build our own ecosystem we plan to use. Apps we may discuss and use in here are Feedly,
Buffer, IFTTT and some others.
Objectives:
(1) Explore LinkedIn, its strengths, weaknesses and usage.
(2) Explore Pinterest, its strengths, weaknesses and usage.
(3) Learn about the importance of second order apps to find, analyze and automate con-
tent.
(4) Learn about the importance of content search and automatization.
(5) Build some of these second order apps together and set-up an individual social media
ecosystem.

L10: Growth Hacking I

Outline:
In this and the following unit we will introduce the basic concepts of growth hacking and we
will show how they can be applied to optimize three steps in the online conversion funnel:
Awareness; Consideration and Purchase.
We will start this unit by reviewing what the online marketing conversion funnel is. Then we
will show to growth hack awareness. We will talk about measuring awareness through web-
traffic using Google Analytics. Then we will explore 4 channels through which we can in-
crease awareness: search engine optimization (SEO); sponsored search; display advertising;
influencer marketing. Increasing awareness through each channel comes with a specific set
of actions and expected returns. However, as the customer base is often heterogeneous,
there is no unique recipe that works for everybody. We will close the unit by understanding
how to develop buyer personas and tailor strategies to each type.
Objectives:
(1) Review the basic concepts of online marketing conversion funnels.
(2) Measure web-traffic using Google Analytics.
(3) Learn the fundamentals of SEO.
Personal Branding and Social Media Marketing – Syllabus 12
(4) Learn the fundamentals of sponsored search and display advertising using Google Ads.
(5) Setup influencer-marketing campaigns.
(6) Create buyer personas and learn how to tailor strategies to each type.

L11: Growth Hacking II

Outline:
In this unit we will first learn how to setup conversion goals and measure outcomes in Google
Analytics. Then we will continue with the next two steps in the conversion funnel: Consider-
ation and Purchase. We will discuss how to gain insights into the consideration stage by un-
derstanding user engagement on the website. We will then look into how to increase pur-
chases by optimizing the conversion funnel. For this we will show how to identify the leaks in
the funnel and how to fix them through email marketing and remarketing campaigns. We will
conclude by showing how evaluate which growth hacking strategies work best using A/B
testing.
Objectives:
(1) Measure and optimize conversions using Google Analytics
(2) Understand user engagement on your website.
(3) Identify leaks in the conversion funnel.
(4) Email marketing
(5) Fix the leaks using remarketing campaigns.
(6) Identify which strategies work best by doing A/B tests.

L12: Wrap-up
Outline:
In this final class, we wrap-up the whole semester class, emphasize important elements, look
into some student achievements and introduce the structure of the exam.
Objectives:
(1) See the important elements of this class.
(2) Learn to continue with the personal brand building after this class.
(3) Get ready and prepared for the exam.

Personal Branding and Social Media Marketing – Syllabus 13

4. EVALUATION
Given the size of the class, this course consists of one formal final assessment.

Final Exam (100%)

In January, we will have a final exam. The Multiple Choice Test covers the content of the
lectures and exercises. For each lecture, we will create 5 multiple choice questions. All ques-
tions can be referred to specific pages.
Power Point Presentation of Personal Brand (pass/now pass)
At the end of the semester (14.12.2020, 12h), students will have to hand in a power point
presentation describing their personal brand concept, how it is used on social media and
how they monitor the development using key performance metrics.
We define your personal brand as a brand you (have) developed for yourself or a brand you
are actively working for. It is important to follow the ideas of the class and not hand-in a
presentation that has been created otherwise in social media classes.
To guide students in preparing the presentation and developing their personal brand, we
created a workbook with exercises for each lecture. The entire workbook will be made avail-
able in the beginning of the semester.
We are going to grade the submitted presentations with pass/no pass. The presentation is
an essential and required element of the class. You have to pass the presentation in order
to pass the class!

Online Assessment (uplift)

During the class me may offer you voluntary options to make some additional certificates,
for example Google certificates. If you pass those certificates, we’ll uplift your final grade by
0.25.
5. ACADEMIC FRAUD
Academic fraud is an act by a student, which may result in a false academic evaluation of that
student or of another student. The Honor Code of the University of Zurich applies to all work
in this course, and will be strictly enforced. The intent of the Honor Code in this course is to
ensure that each student claims and receives credits for his/her own efforts. Violations to
this are considered academic fraud.

6. ADMINISTRATIVE COMMENTS
6.1 Students with Disabilities
Any student with a documented disability needing academic adjustment or accommodations
is requested to speak with the instructor of this course during the first day of the course. All
discussion will remain confidential. Students with disabilities will need to also contact the
directors of the school.
6.2 Registration Cards
Registration cards will be handed out at the beginning of the course. Students will be asked
to add a recent profile picture and some personal information. The information is kept con-
fidential and is only accessible to our team. We will need this information to learn the stu-
dents' names by pictures and for administrative reasons. Delivering these files is of course
voluntary.
6.3 Name Plates
Name plates should be used regularly in class so that we can learn the students' names. Name
plates will be handed out during the first day of the course.
Personal Branding and Social Media Marketing – Syllabus 14
6.4 Getting in Contact
Emails should be short and to the point. Before sending an email it should be clarified that
email is the right medium for the question or concern at hand. Questions can also be asked
at the beginning of or during lectures and exercises. Emails should be first send to the TAs.

6.5 Class Dismissal

Students are asked to remain seated and attentive until class is dismissed by the lecturer or
teaching assistant.
6.6 Sound-emitting Devices
It is expected that everybody turns off/mute all devices that emit sounds and noises that
may interrupt the class (e.g., mobile phones, pagers, watch alarms). If an occasion arises, in
which a student may need to receive a phone call, he or she has to inform the lecturer or
teaching assistant before class.
6.7 Laptops and Calculators
Laptops, tablets, mobile phones, and programmable calculators are allowed in class if indi-
cated by the lecturer or teaching assistant and as far as their usage supports the individual
learning process. Otherwise they are not permitted.
6.8 Important Deadlines and Class Schedule
Important deadlines and the class schedule are communicated in the first lecture. If a student
cannot participate in this lecture, it is his/her duty to obtain any relevant information.

We are very much looking forward to meeting you in class!

Personal Branding and Social Media Marketing – Syllabus 15