Employer Branding; SPEC.: Human Resources Management in an International Environment

1. Strategic aspect of employer branding. (3h)

2. Strategic analysis of internal and external image of the organization. (3h)

3. The strength of the corporate side and the elements of the employer's image, online. (3h)

4. Competition analysis and constant monitoring of competitors. (3h)

5. Define target groups for the organization. (3h)

6. Employer Value of the Bill - EVP – communications the benefits of employment. (3h)

7. Selection of communication channels for the needs of the employer's brand. (3h)

8. The establishment of performance indicators for employer brand. (3h)

9. Future trends in employer branding. (3h)

10. Analysis of the best case studies in Poland and Europe. (3h)

Simon Barrow, Richard Mosley, (2014), Employer Brand Management, John Wiley & Sons, 2014

Julita Dąbrowska (2014), Employer Branding: Marka Pracodawcy w Praktyce, Wydawnictwo Słowa i Myśli

Thomas Mayer (2015), Human Resource Marketing. From Job Advertising to Employer Branding, GRIN Publishing

KNOWLEGDE

W1 Student will have advanced knowledge of the contemporary theories and methods of management in an international environment and the relationships between them.

W2 Student will have extended knowledge about the contemporary international and global business environment and understand the dynamics of changes taking place in this environment, as well as the impact these changes have on the contemporary organization and the dilemmas of the businessman.

W3 Student will have knowledge of the process of formulating and implementing sustainable functional strategies in the international and global environment and understand the significance of change management as well as of creating and implementing innovation in the process of building a competitive advantage.

SKILLS

U1 Student will have the ability to systematically update and improve skills, broaden the scope of knowledge and consciously develop his/her own career.

U2 Student will have the ability to build and manage effective teams, and manage them in a virtual and multicultural environment

U3 Student will be able to critically evaluate the usefulness of the theories, models, methods and tools (including IT) learned in the process of designing and implementing sustainable functional strategies and operational programs in an international and global environment.

U4 Student will be able to define complex business problems and to formulate their solutions in an creative, conscious and ethical way, using for this purpose business analysis tools as well as accessible information and communication systems.

U5 Student will have the ability to plan his/her own business initiative both within the already existing organization as well as independent business.

SOCIAL COMPETENCES

K1 Student will be able to conduct critical assessment of received information in conditions of excess information.

K2 Student will be able to make the right decisions in a timely manner, based on the available data and premises

Final work (consists in preparing a report on shaping the employer's image for the selected organization) - 50%

Activity during classes - 50%