Personal Branding as a differentiating element, in the figure of teachers of Higher Education Institutions in Latin America

Authors

DOI:

https://doi.org/10.18270/cuaderlam.v15i29.2870

Keywords:

Brand, personal branding, image, teachers of higher education institutions, students, Latin America

Abstract

This article, seeks to define the implementation of the Personal Branding as a differentiating element, in the figure of teachers of Higher Education Institutions in Latin America. The research methodology is descriptive, considering building a model of Personal Branding, applied under the case study model, supported in the review of the relevant literature, between it, the 6Ps model developed by (Pérez, 2017), with field study data through interviews with a selected teacher by his students as the best teacher of marketing program; and, with qualitative approaches made starting of applied surveys at university students, about the qualities that should have a university teacher about three basic criteria: personal data, training course and teaching work. As a result of the investigation, is proposed of the Personal Branding to teachers of Higher Education Institutions, which represent an archetype to follow for many young people today, then consider that more and more, the image that teachers will be projected, is very important to be more successful and consolidate as social referents.

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Author Biographies

Rosa Alexandra Chaparro Guevara, Mg., Universidad Agustiniana de Bogotá

Master in Innovation Management and PhD in course in complexity sciences. Business Administrator, specialist in Consumer Psychology and Social Management. Research professor at the Agustiniana University of Bogotá, Colombia.

Héctor Rodrigo Ospina Estupiñán, Mg., Universidad El Bosque

Master in Education Technologies; Marketing professional. Research and Marketing Professor, Universidad El Bosque de Bogotá, Colombia.

Antonio Alonso González, Dr., Universidad El Bosque

PhD in Economics, Management and Business Management, Master in Occupational Risk Prevention, University Specialization in Business Management, Industrial Technical Engineer and Industrial Organization Engineer, Dean of the Faculty of Economic and Administrative Sciences University El Bosque.

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Published

2019-12-16

How to Cite

Chaparro Guevara, R. A., Ospina Estupiñán, H. R., & Alonso González, A. (2019). Personal Branding as a differentiating element, in the figure of teachers of Higher Education Institutions in Latin America. Cuadernos Latinoamericanos De Administración, 15(29). https://doi.org/10.18270/cuaderlam.v15i29.2870

Issue

Vol. 15 No. 29 (2019): Vol. 15 Núm. 29 (2019)

Section

Research Articles

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The authors when they send their articles for evaluation certify originality and transfer the proprietary rights to the Journal
Latin American notebooks Administration, University El Bosque, for dissemination in print and / or electronic. But scientific evidence, originality, content of the documents are the exclusive and sole responsibility of the authors.

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