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Introduction 1

Part 1:Self-Marketing for Career Success:How to Win the Job Competition in ChinaChapter 1:A New Way of Thinking 3

Old Thinking about Jobs and Careers 3

The Job Competition Crisis 9

New Problems Need New Thinking 15

New Thinking,New Choices 16

New Thinking about Career 18

Managing Your Career with Self-Marketing 24

Chapter 2:Self-Marketing 28

The Art of War 28

Your Career,Your Business 29

Applying Marketing Concepts to Your Career 30

The 5Ps of Marketing 32

Fortune in Your Future 35

Innovation 36

Branding 37

Competitive Advantage 38

Career Portfolio:Your Personal Marketing Plan 42

Chapter 3:Preduct 45

Who Are You? 46

Self-Assessment:Discovering Your Product Value 47

What Employers Want:The Whole Person 49

The Whole Person:The Concept of Multiple Intelligences 50

Multiple Talents and Career Choice 51

Skills Employers Want 54

People Skills 54

Thinking Skills 69

Task Skills 73

Technical Skills Employers Want 76

Experience Employers Want 78

School Experience 80

Part-time Jobs 81

Volunteer Experience 84

Internships ＆ Social Practices 85

Personal Achievement and Personal Hardships 86

Education Employers Want 87

Character Employers Want 91

Positive Attitude 91

Self-confidence 92

Honest ＆ Ethical 92

Responsible 93

Loyal 93

Ability to Work under Pressure 93

Willing to Learn 95

Flexible 95

Interests Employers Want 96

Values Employers Want 96

Chapter 4:Positionging 98

Positioning 99

Positioning Yourself in the Job Market 99

Creating a Personal Brand:Dare to Be Different! 100

How to Create a Personal Brand? 101

Self-Introduction:Communicating Your Brand 103

Finding Your Career Direction 107

Personal Mission Statement:Finding Your Passion ＆ Purpose 107

How to Write a Personal Mission Statement 109

Identifying Your Target Market 110

Positioning According to Your Major 111

Informational Interviewing 122

Researching Information about Careers 123

Developing Your Personal Strategic Plan 126

SWOT Analysis 126

SWOT Matrix 130

Writing Your Personal Strategic Plan 132

Chapter 5:Price 135

Misconceptions about Price 136

What is Price? 137

Salary 137

Benefits 139

Training 140

Opportunities for Professional Development 141

Work-Life Balance 141

Knowing Your Price 142

The Market Average 142

Calculating Your Value 145

Negotiating Salary 146

Steps of Negotiating Salary 148

Summary:Dos and Don'ts of Negotiating Salary 150

Personal Financial Management 151

Step 1:Budgeting 151

Step 2:Financial Planning 152

Chapter 6:Promotion 153

Promoting Yourself in the Job Market 154

Writing Resumes 155

The Need for English and Chinese Resumes 155

Differences between Chinese and English Resumes 156

Western Resume Styles 157

Parts of a Resume 158

What Makes a Good Resume? 159

Using Action Words ＆ Key Words in a Resume 159

Writing Application Letters 172

Traditional Letter 172

T-Letter 173

Job Interviews 175

Preparing for the Interview 175

Dress For Success 176

At the Interview 178

Types of Interviews 179

How to Answer Interview Questions 181

Questions You Should Ask 191

Closing the Interview 193

Follow-Up After the Interview 193

Chapter 7:Placement 195

The Job Recruitment Cycle 196

Developing a Placement Strategy 198

Distribution Channels 198

The Internet 199

Job Fairs 210

Networking for Hidden Opportunities 212

Chapter 8:Career Management For Life 218

Transition from School to Work 219

How to Be Successful in Your First Job 221

Moving Up the Career Ladder 224

Improving Your Product:Power of Positive Attitude 224

Promoting Yourself on the Job 226

Asking for a Promotion 228

Is It Time to Change Your Job? 230

Getting Fired 236

Balancing Work and Family 237

Tips for Achieving a Work-Life Balance 239

Time Management for Career Success 240

Time Management Quiz 242

Prioritizing 243

Personal Energy Cycle 243

Career Ladder Challenges for Young Women 245

Traditional Attitudes about Women Roles 246

Sexism and Sexual Harassment at Work 246

Glass Ceiling 246

Raising Children 247

Conclusion:Self-Marketing for Life-long Career Success 248

New Thinking 248

5Ps of Self-Marketing 248

Life-long Self-Marketing 249

Winning Attitude+Self-Marketing=Success 250

Part 2:Career Portfolio Workbook 254

Part 1:Talents and Skills 254

Multiple Intelligence Assessment 254

Evaluating Your EQ 259

Communication Skills 260

Team-Work Ability 263

Other People Skills:Helping Others and Leadership 264

Thinking Skills 266

Lower Order and Higher Order Thinking Skills 266

Task Skills 268

Part 2:Experience Assessment 270

Part 3:Education Assessment 275

Analysis of Education 276

Part 4:Character Assessment 279

Part 5:Interests Assessment 282

Part 6:Values 284

Appendix Ⅰ:Career Portfolio 331

Appendix Ⅱ:Internet Career ＆ Job Resources 333

References 337