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Marketing me: how to sell yourself in digital age? A case study at the example of self-marketing fitness trainers and the promotion of individual micro-business of private cafes in EU countries

  • The rapid development of digital technologies has stimulated the shift from real life interaction to online communication. Internet audience is rapidly growing every day, while cost of reaching it is remains affordable. Transformational changes in business environments, skills and cultures have led to the shift from product-based to knowledge-based economies. New models of employment are getting more and more common, non-standardized employment has risen. The work lifecycle is changing. Instead of linear pattern— education, work, and retirement— there is a move to “cyclic life plans,” with periods of education, work and recreation overlapped and interspersed across a lifetime. This trend challenges standardized career paths, development programs and incentive systems. “Employee consumerism” is rising, especially for those with in-demand skills and experience. All the above trends in global economy bring a new challenge for the individuals who want to succeed in their careers and personal development. This challenge is decent self-promotion on a labor market, which can be achieved by using efficient self-marketing channels and tools, in particular online.

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Author:Ekaterina Semenova
Advisor:Christoph Mergard
Document Type:Bachelor Thesis
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/09/01
Release Date:2020/10/28
Tag:Personal branding; Personal marketing strategy; Self-marketing; Self-promotion; Social media marketing; Social networks
Page Number:90
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt