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Psychology of Digital Branding in Professional Activity
Major: Psychology
Code of subject: 8.053.00.M.029
Credits: 3.00
Department: Theoretical and Applied Psychology
Lecturer: Sviderska Olha - Phd in political science, Associate professor Department of Theoretical and Practical Psychology
Semester: 4 семестр
Mode of study: денна
Завдання: INT. The ability to produce new ideas, to solve significant complex problems of professional and/or research-innovative activity in the field of psychology, to apply the methodology of scientific and pedagogical activity, as well as to conduct one's own scientific research, the results of which have scientific novelty, theoretical and practical significance.
SC 3. Ability to initiate, develop and implement complex innovative projects in the field of psychology and related interdisciplinary projects, leadership and responsibility during their implementation; to ensure compliance with intellectual property rights.
SC 5. The ability to assess the level of one's own professional competence, self-development and self-improvement throughout life, increase professional qualifications, and be professionally mobile.
SC 6. Ability to apply new technologies and tools, modern digital technologies, databases and other resources, specialized software in scientific and teaching activities.
Learning outcomes: LO 7. To develop and implement scientific and/or innovative projects in the field of psychology that provide an opportunity to rethink existing and create new integral knowledge and/or professional practice and to solve significant scientific and applied problems of psychology, taking into account social, economic, ethical and legal aspects.
LO 8. To determine one's professional opportunities and the task of improving one's professional qualifications and professional mobility.
Required prior and related subjects: Academic entrepreneurship
Pedagogical practice
Psychology of creativity and invention
Management of scientific projects
Summary of the subject: Brands, as symbols of today's consumer culture, are becoming an important means of demonstrating identity, markers of social space, and a "mirror" of social reality.
Branding is changing under the influence of digital media. Digital technology has led to a two-way connection between brands and consumers – social media has meant that we can now communicate directly with the brands we use every day.
The main task of the discipline is to show what digital branding really is and how it can be used in working with a personal brand, understanding the functioning of marketing strategies, and analyzing successful individual brands in the career of a future psychologist.
Опис: Lesson topics:
Topic 1. Psychology of the modern consumer.
Topic 2. Digital branding in perspective
Topic 3. Social networks in digital branding
Topic 4. Mobile devices and Internet advertising
Topic 5. Email marketing in digital branding
Topic 6. Strategy and measurement of digital branding
Topic 7. Building a personal psychological blog as an effective communication strategy with the user
Assessment methods and criteria: Current control in the discipline is carried out using a selective oral survey; evaluation of performances in practical classes, evaluation of activity in discussions, testing, evaluation of individual projects and control works.
Критерії оцінювання результатів навчання: The maximum number of points that a student can receive during education is 100 (PC), which includes presentations at practical classes, analysis of specialized literature, participation in discussions, completion of an individual task, test results. The system by which the student collects points is accumulative. The minimum score with which a student is admitted to the exam is 0 points.
Порядок та критерії виставляння балів та оцінок: 100-88 points - certified with an “excellent” grade - High level: the student demonstrates an in-depth mastery of the conceptual and categorical apparatus of the discipline, systematic knowledge, skills and abilities of their practical application. The mastered knowledge, skills and abilities provide the ability to independently formulate goals and organize learning activities, search and find solutions in non-standard, atypical educational and professional situations. The applicant demonstrates the ability to make generalizations based on critical analysis of factual material, ideas, theories and concepts, to formulate conclusions based on them. His/her activity is based on interest and motivation for self-development, continuous professional development, independent research activities, implemented with the support and guidance of the teacher. 87-71 points - certified with a grade of “good” - Sufficient level: involves mastery of the conceptual and categorical apparatus of the discipline at an advanced level, conscious use of knowledge, skills and abilities to reveal the essence of the issue. Possession of a partially structured set of knowledge provides the ability to apply it in familiar educational and professional situations. Aware of the specifics of tasks and learning situations, the student demonstrates the ability to search for and choose their solution according to the given sample, to argue for the use of a particular method of solving the problem. Their activities are based on interest and motivation for self-development and continuous professional development. 70-50 points - certified with a grade of “satisfactory” - Satisfactory level: outlines the mastery of the conceptual and categorical apparatus of the discipline at the average level, partial awareness of educational and professional tasks, problems and situations, knowledge of ways to solve typical problems and tasks. The applicant demonstrates an average level of skills and abilities to apply knowledge in practice, and solving problems requires assistance, support from a model. The basis of learning activities is situational and heuristic, dominated by motives of duty, unconscious use of opportunities for self-development. 49-00 points - certified with a grade of “unsatisfactory” - Unsatisfactory level: indicates an elementary mastery of the conceptual and categorical apparatus of the discipline, a general understanding of the content of the educational material, partial use of knowledge, skills and abilities. The basis of learning activities is situational and pragmatic interest.
Recommended books: Rawls D. Digital branding. Kharkiv: Fabula. 2020. 256 p.
Salenbacher Yu. Creative personal branding. Kharkiv. Plot. 2019. 224 p.
Filanovsky O. A game of brands. How to increase your business's chances of success. Kyiv: "Our format". 2019.
Sharp B. How brands grow. What marketers don't know. Kyiv: "Our format". 2019
Wheeler A. Designing brand identity: an essential guide for the entire branding team. 2009
Уніфікований додаток: Lviv Polytechnic National University ensures the realization of the right of persons with disabilities to obtain higher education. Inclusive educational services are provided by the Service of accessibility to learning opportunities "Without restrictions", the purpose of which is to provide permanent individual support for the educational process of students with disabilities and chronic diseases. An important tool for the implementation of the inclusive educational policy at the University is the Program for improving the qualifications of scientific and pedagogical workers and educational and support staff in the field of social inclusion and inclusive education. Contact at: St. Karpinsky, 2/4, 1st floor, room 112
E-mail: nolimits@lpnu.ua
Websites: https://lpnu.ua/nolimits https://lpnu.ua/integration
Академічна доброчесність: The policy regarding the academic integrity of the participants of the educational process is formed on the basis of compliance with the principles of academic integrity, taking into account the norms "Regulations on academic integrity at the Lviv Polytechnic National University" (approved by the academic council of the university on June 20, 2017, protocol No. 35).