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Graduate Student Self-Branding As Integrated Marketing Communication: The Call For Reflexivity, Mary J. Eberhardinger

Journal of the Association for Communication Administration

Self-branding among graduate students is explored conceptually in this essay as an extension of the notion of personal branding. This concept is tangential to impression management, sense-making, and face negotiation. A central contention pursued in this essay is the call for administrators to reconsider how to respond to the perceived need of student self-branding. Moreover, graduate student self-branding is compared to a respective form of IMC that utilizes the Kellogg School’s notion of contact points. The present essay explores theoretical reasons for why the increased individualized practice of graduate student self-branding occurs. Importantly, the essay invites communication administration into the …