Self-marketing for employability

133 Pages·2019·1.683 MB·English

by  Debra Grace

SELF-MARKETING FOR EMPLOYABILITY
Step-by-Step Guide
Debra Grace
Copyright © 2019 Debra Grace
All rights reserved. No part of this book may be used or reproduced in any manner without
permission from the author.
ACKNOWLEDGEMENTS
F
irst and foremost, I sincerely thank my dear colleagues and friends, Dr
Joseph Lo Iacono, Dr Cassandra France, Dr Joan Carlini, Dr Amelia Green,
Dr Keith Weaven and Hannah Nofz for their endless support, input and
encouragement in developing the Self-Marketing course (that I teach at
Griffith University) and this book.
Additionally, I thank the Griffith Business School, Griffith University,
Australia for having faith in me and giving me the resources to design and
deliver my Self-Marketing course, thus, motivating me to write this book.
Further, I would like to thank my cousin, Den Seymen, who spent many
hours proof-reading this book.
Last, but certainly not least, I thank my family for all the support they
give me every single day of my life.
INTRODUCTION
O
ver the past 18 years, I have been teaching marketing courses to
undergraduate university students and, over this time, I have come in contact
with thousands of students. During my lectures on advertising, consumer
psychology, services marketing (and more), I continually emphasise that the
key to successful marketing is knowing your customers.
Once an organisation has a true and deep understanding of their audience
(i.e. customers), then all their product design and delivery decisions can be
tailored specifically to the needs and wants of their customers. To do this,
marketing plans, which follow the traditional framework of the 4Ps of
marketing (product, price, place, and promotion), are developed to provide
strategic direction related to all marketing decisions. I know, it sounds all so
very complex and formal. However, for decades good marketing plans have
been the key to organisational success and longevity.
Time and time again, I hear myself telling students how they can apply
various marketing strategies to “sell themselves” to others. So, I got to
thinking, why don’t I develop a framework that students can use to develop
good strategic plans for themselves and that will help them conquer the very
competitive job market?
Mind you, some people argue that you can apply the traditional
marketing mix (i.e. product, price, place, and promotion) to yourself, but I
like to think that we are a little more complex and quite different to
products!! Therefore, I decided to put my head down, do some research and
develop an appropriate framework for students to use in strategically
marketing themselves for future job success and career development. As a
result, I introduce to you the idea of the Self-Marketing Mix!!
While I had the “light-bulb moment” about Self-Marketing back in 2015,
it has taken me a few years to develop (and refine) this tool so that it can
provide real value to students. Over the past three years, I have been
teaching this strategic approach to students in my course, Self-Marketing,
and I must say that I have been overwhelmed by the positive feedback I have
received from students. As such, word has spread fast, and the course now
attracts a significant number of students each teaching period.
Part of the success of this course can be attributed to the fact that any
university student (e.g. medical, engineering, business, graphic design, etc.)
can benefit from this course. There is no prerequisite for any marketing
knowledge at all. Everything students need to know is provided to them
within the confines of this 12-week course. I would like to share the contents
of my Self-Marketing course in this book. For my students, it will be a great
resource for future reference; for other readers of this book, I sincerely hope
it will make a real difference.
Happy self-marketing!!
Professor Debra Grace
Griffith University,
Australia
Contents

Acknowledgements
Introduction
PART A: THE SELF-MARKETING MIX
CHAPTER 1: Introduction to Self-Marketing
CHAPTER 2: Self-Marketing Mix (Prowess)
CHAPTER 3: Self-Marketing Mix (Physical Cues)
CHAPTER 4: Self-Marketing Mix (Persona)
CHAPTER 5: Self-Marketing Mix (Presentation)
CHAPTER 6: Self-Marketing Mix - Bringing It All Together
PART B: SELF MARKET RESEARCH
CHAPTER 7: Self-Reflection - SWOT Analysis
CHAPTER 8: Identifying Strengths and Weaknesses
CHAPTER 9: Identifying Opportunities and Threats
CHAPTER 10: Evidence Portfolio
CHAPTER 11: Action Plan
PART C: SELF-MARKETING PLAN
CHAPTER 12: Self-Marketing Process
CHAPTER 13: Career Planning (Pathway and Goals)
CHAPTER 14: Self-Positioning
CHAPTER 15: Self-Design (Prowess)
CHAPTER 16: Self-Design (Physical Cues)
CHAPTER 17: Self-Design (Persona)
CHAPTER 18: Self-Presentation (Written)
CHAPTER 19: Self-Presentation (Verbal & Non-Verbal)
CHAPTER 20: Self-Presentation (Virtual)
CHAPTER 21: Evaluation & Contingency Plans
Conclusion
PART A
The Self-Marketing Mix
CHAPTER 1
Introduction to Self-Marketing
T
his book goes “back to basics” to demonstrate how the fundamentals of
marketing can be used to help individuals self-reflect, engage in personal
development, identify opportunities and plan for the challenges and biases of
job market participation. For those of you who have no background in
marketing, don’t fret! I will begin by giving you an overview of the
traditional marketing mix, i.e. what it is, how it is used, and its value to
organisations. Once you have this basic understanding, you will be able to
follow my logic in applying marketing theory in the development of the self-
marketing mix.
The self-marketing mix represents an organising framework tailored
specifically for job-seekers’ strategic use in successfully “marketing”
themselves in an over-crowded job market-place. Further to understanding
the fundamentals of the self-marketing mix, it is important to learn how you
can apply this knowledge in the process of self-marketing. In this respect,
you must learn this process from start to finish; beginning with self-
reflection via SWOT analysis, to strategic planning via a self-marketing
plan. If it sounds a bit daunting, don’t worry! I will step you through this
entire process and provide you with the necessary tools required to develop
effective self-marketing strategies. So, let’s begin!
Traditional Marketing Mix
In the simplest of terms, the marketing mix provides a framework for
strategic marketing decision-making in relation to the marketing of goods
and services (i.e. products). Also referred to as the 4Ps of Marketing, the
marketing mix comprises of product, price, place and promotion and
marketing plans are centred around decisions made in relation to these four
components (refer Exhibit 1.1).
Product decisions are largely related to the design, features and
functions of the product in line with consumers’ wants and needs. Decisions
in relation to the price of the product also need to be made, taking into
account profitability and market acceptance. In addition, decisions related to
the place where the goods/services are sold or distributed (e.g. physical
location versus online; retail versus wholesale; high-end store versus
convenience store; national versus international, etc.) spurs yet another
round of decision-making related to the product offering. Finally, we get to
the promotion of the product (i.e. advertising, sales promotion, etc.), which
is the first thing that springs to most people’s minds when the word
“marketing” is mentioned. However, as you can see, marketing is much
more than just promotion (or product communication): it involves designing
products with features that consumers want; at a price that consumers will
pay; and in a location that consumers can access.
The decisions that marketers make in relation to the 4Ps, essentially,
provide the backbone for marketing plans and are instrumental in driving
product success. Why?.... because consumers, consciously or
subconsciously, evaluate all of these 4Ps (e.g. product, price, place,
promotion) in making product judgments and decisions in relation to
intended purchase or patronage.
Importantly, these 4Ps must be synchronised so that all four components
of the product offering work together to portray the intended image of the
product. For example, as price sends a strong signal about the product’s
image, high priced wine is often considered to be much better quality than
cheaper wine, even before the consumer has tasted it! Similarly, products
purchased in high-end retail stores are considered much better than those
sold in large hypermarkets or discount department stores. This is an example
of how place has an impact on the product’s image. Importantly, even the
type of advertising of the product sends a message about the product’s