Course Title: Personal Branding and Authentic Leadership

Part A: Course Overview

Course Title: Personal Branding and Authentic Leadership

Credit Points: 12.00

Course Coordinator: Dr Paul Gibson

Course Coordinator Phone: +61 3 9925 0105

Course Coordinator Email:

Course Coordinator Location: B013 F02 R015

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

BUSM1530 Leadership and Management

Course Description

The importance of a leader’s personal, social, and organisational identity is directly relevant to how that leader is perceived by followers and has strong implications for levels of employee organisational commitment and loyalty. Issues of authenticity and personal branding relate not only to identity but also to wellbeing for both leaders and followers.

This course is designed to equip students with an understanding of key issues and skills required to express who they are as a ‘personal brand’ and to authentically lead organisations and employees. You will identify your own strengths and discover your own style, with the objective of developing an honest and consistent ‘brand’ of leadership. The exploration of personal branding will also focus on how to increase digital presence and influence and how to boost digital networking opportunities.

The course will examine contemporary key literature relevant to personal brands and authenticity. In this course you will be connected with new conversations exploring contemporary leadership issues such as: what it means to be authentic; personal, social, and organisational identities and their alignment; the importance of a disentangled self-narrative; recognition of personal values and personal purpose; becoming an entrepreneur of identity for oneself and for others; formulating and articulating a personal brand; authentic communication; and leading when you are not prototypical.


Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

CLO1: Assess the importance of authentic and personal branding to leadership.

CLO2: Critically evaluate the characteristics of authentic leadership.

CLO3: Reflect on the anchors of your personal narrative and use these to formulate and articulate your personal brand.

Overview of Learning Activities

In this course you will be encouraged to be an active and collaborative learner. Your learning will be supported through various in-class and online activities comprising individual work. These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; and producing written work.

Overview of Learning Resources

Various learning resources are available online through the RMIT Learning Hub (Canvas). These include topic slides, assessment details, links to relevant internet information, readings and communication tools to facilitate collaboration with your peers.

Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities, contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT library website.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

Overview of Assessment

Assessment Task 1: 30%

Linked CLOs: 1,3 

Assessment Task 2: 20%

Linked CLOs: 1,2

Assessment Task 3: 50%

Linked CLOs: 1,2,3