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- Title
IMPORTANCIA DE LA MARCA PERSONAL EN LA FORMACIÓN DE PROFESIONALES DE LA ADMINISTRACIÓN DE EMPRESAS.
- Authors
Bernal Peralta, Jorge; Cifuentes González, Romina; Garnica Ticona, Romina
- Abstract
The relevance of personal branding centers in allowing everyone to have the power to be their own trademark. Thus, a person's primary task is to be their salesperson. Currently, no studies have been found that analyze the perception of personal branding concerning business administration professionals; this is why there is an outstanding opportunity to advance knowledge in this area. Therefore, this research aims to know the perception of students and alumni of the Bachelor of Science Degree in Business Administration from Universidad de Tarapacá (Chile), in the sense of what they mean by personal brand and the valuation given to it. This is a quantitative and exploratory research, carried out through a non-experimental cross-sectional design, through simple sampling. Two groups participated, one of 98 students of the Bachelor of Science in Business Administration (group 1) and the other of 10 professionals who graduated from the same undergraduate program. The results suggest that the subjects of finance, marketing, accounting, and administration should be improved and strengthened in the curriculum. Additionally, it is considered that confidence, self-confidence, empathy, team management, adaptation to changes, and negotiation skills are relevant in a professional in the area. Likewise, it is considered that entrepreneurship skills should be further enhanced and business creation.
- Subjects
BACHELOR of science degree; INDUSTRIAL management; UNDERGRADUATE programs; STUDENT attitudes; ALUMNAE &; alumni
- Publication
3C Empresa, 2020, Vol 9, Issue 3, p79
- ISSN
2254-3376
- Publication type
Article
- DOI
10.17993/3cemp.2020.090343.79-95