Conceptual framework of personal marketing competencies of university faculty members

The aim of this research was to investigate the conceptual framework of personal marketing competencies of university faculty members. The research design was qualitative, and data were analyzed using content analysis. The research population included all books, references, and written and electronic resources related to marketing and branding. Data collection tools were receipt forms. Qualitative analysis and coding were used to analyze the data. The results of the analysis of the experts’ opinion showed that the most important competencies required by faculty members for personal marketing include knowledge competencies (e.g., creativity and innovation, finding new ideas, updating information, specializing in a specific field, creating a personal brand, having a personal vision, business intelligence, and financial intelligence), skills competencies (e.g., the ability to identify new opportunities and needs of the market and consumers, the ability and skill to target the market or target market selection, interpersonal skills, communication skills, the ability to do carte blanche, and the ability to work with social and virtual networks as well as advertising channels) and attitudinal & behavioral competencies (e.g., honest response to customer needs and interests, positive thinking, discipline, perseverance, responsibility, risk-taking, law-abiding, ethical and behavioral characteristics of social good behavior, humility, and flexibility).