The secrets of Personal Branding and Skill Management - for Managers, Experts, Artists, DJs and many other job profiles

Course offered by: Prof. Dr. Tobias Nickel, Prof. Dr. Rafaela Kraus
Offering University: TH Deggendorf
Course Language: English
Subject Area: Key Skills Free of Charge
Average Workload: 25 hours Free of Charge Enrol
Picture Credits: Prof. Dr. Christian Zich

What awaits you in this course?

The course has three main focuses: learn more about your personality, check if you have the right skills, and develop your own personal branding guideline.

In addition, we will take a little trip into the world of Djing. Even if you never want to become a DJ, a look behind the scenes of an interesting industry shows what you have to master in order to be allowed to play at all. In the truest sense of the word.

In this course, you will find many different interviews - from artists to computer scientists - all about what skills you need to be successful in your profession. You will get to know completely different perspectives of what success means.

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What can you learn in this course?

  • You will gain an insight into the recruiting process of companies.
  • You will learn how to use your personality as the basis for a marketing strategy on your own behalf.
  • You will know how many different skills are required to successfully do a job.
  • You will be inspired to think about your own skills, to recognize possible weaknesses, and to prepare yourself for a specific job profile.
  • You will learn how to optimally present your personality and skills in the form of a personal brand.
  • You will learn how to develop an exciting communication strategy without a budget.
  • You will learn how to produce content that will interest future employers while remaining authentic, credible, and honest.


I. Course Overview and Introduction
II. Brand and Branding – Definitions, Fundamentals
III. Recruiting Process
IV. Personality and Motives
V. Skills: Introduction and Definitions
VI. Skills Part 1: Expert Knowledge and Business Expertise
VII. Skills Part 2: Intrapersonal Skills
VIII. Skills Part 3: Interpersonal Skills
IX. Developing the Personal Brand Design Guideline

Further authors

Prof. Dr. Christian Zich, Technische Hochschule Deggendorf

Professor Dr. Christian Zich studied business administration at Ludwig Maximilian University in Munich and received his doctorate from Kassel University from 1990 to 1995. From 1989 to 1999 he was employed at Siemens AG in various specialist and management positions in process management, marketing, and sales.

Since 1999 he has held a professorship for International Marketing and Sales Management at the Deggendorf Institute of Technology. His research and consulting focus lies in the areas of digital marketing, advertising, and sales competence.

In 2013 he revived an old hobby, DJing. Since this year he has been playing in clubs and festivals. His favourite music styles are house and techno.


Prof. Dr. Tobias Nickel, Technische Hochschule Deggendorf

Prof. Dr. Nickel studied psychology at the University Regensburg, where he also received his doctorate in 1999. He worked for consulting firms in the fields of reorganization, strategy and diagnostics before he joined BMW. There he was responsible for various functions from communication strategy to motorsport PR, recruiting and marketing national and abroad, before he joined automotive supplier Dräxlmaier Group as global head of communications and marketing.

Since 2021 he held a professorship for business psychology and marketing at the Deggendorf Institute of Technology. He conducts research in the areas of employer branding and virtual reality.

He financed parts of his life as a student by DJing and still has a vast collection of vinyl.


Prof. Dr. Rafaela Kraus, Universität der Bundeswehr München

Professor Dr. Rafaela Kraus studied business administration at Ludwig Maximilian University in Munich and received her doctorate also at LMU from 1994 to 1998. From 1998 to 2007 she was working as a consultant in the field of human resources management for international and local companies and non-profit organizations.

Since 2007 she has held a professorship for Human Resources Management at the University of the Bundeswehr (UniBw M). Since 2019 she is vice president of Entrepreneurship and Applied Sciences of the UniBw M . Her research and consulting focus lies in the areas of human resources management, recruiting, employer branding, and digital transformation.



Target group

Plain and simple, everyone.

As already mentioned at the beginning, if you do not want to become an artist of life, you have to apply for a job or decide to become self-employed at some point. In both cases you should be able to present yourself in an optimal way.

In the Internet age there are so many possibilities to build up a great appearance with a website ONE pager - completely without programming knowledge - and to connect this with the right social networks so that you present yourself optimally to your target group (employers or customers).

The only drawback is that we do not supply cooking recipes because every person has their own individual personality. You have to be willing to think critically about yourself and your own skills, then this course will be very rewarding to you.

Confirmation of participation

Participants can download an automatically generated certificate of participation (PDF) after they have successfully completed the course.


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