Lessons

1 | The communicator

Personal and professional branding practice

Understanding and articulating your value proposition

Students will learn how to brand (or rebrand) themselves for the job they are looking for and how to establish an online personal brand with a clear, consistent and authentic voice.
Especially,  they will be trained on:

  • How to tailor their credentials, expertise, and what’s visible to network connections and prospective employees.
  • How to rework their resume and make it connect to the job description
  • How reviews, comments, social media profiles, photos, and posts, shape search results and impact decisions and reputation.
  • How to clean up and protect their digital reputation.
  • How to build and optimize a network that can lead to jobs or other work-related opportunities

Suggested reading and resources

research papers, up-to-date reviews, reports, web resources

For full access to all resources you need to be enrolled in this course.
2 | The Media

Social media technologies lecture

Students will learn:

  • How digital communication technologies have changed the game and which are the digital technologies driving the future of social media
  • Understanding the digital communications key tools
  • Social media platforms overview. How to select the appropriate digital and social media tools to achieve one’s goal.

3 | The Clients

Beyond scholarly communication lecture

The googlization of Academia and the scholarly Twittersphere

Students will learn:

  • How Google contributed to the commercialization of higher education and the erosion of standards of information quality.
  • How Google is changing the “publish or perish” mantra into “be visible or vanish”
  • How and with whom scientist communicate on social media
  • The world of academic Twitter

4 | The Public

Social networks practice

Audience segmentation and analysis

This workshop includes a combination of teaching, interactive activities, individual exercises and discussions. Students will be encouraged to get involved and create their own customer persona profiles and customer journeys.

  • The different audiences of science communication
  • how to understand who your audience is and what kind of content you should be producing,

5 | The message

Creating, managing and curating content practice