Influencer Marketing Strategies

Course Goals 

After completing this course in Influencer Marketing Strategies, the student should be able to:

• Understand digital PR, creative advertising and influencer marketing background;
• Understand the digital position of a business and the improvement of its visibility online;
• Understand the difference between celebrity endorsement marketing strategies and social media influencer marketing strategies;
• Know and apply the main models of influencer marketing strategies;
• Identify and plan different content types that impact consumer engaged by influencer strategy;
• Anticipate the development of “virtual influencers” in the near future.

Course Content

In accordance with the learning objectives, this Influencer Marketing Strategies course deals with influencer marketing as an emerging discipline and area of practice. It takes a new communication perspective to explore how brands and companies are using social media communication in their commitment to connecting with consumers, stakeholders, ambassadors, and influencers increase awareness about their brands and products and boost their reputation through the connection with influencers.

The course content will include:

• Definition, evolution, and impact of social media communication in relation to contemporary society and consumer and influencers relationship;
• The evolution of “star power”: when and how celebrity endorsements work
• Specific opportunities and challenges of social media communication and influencer marketing;
• A guide to creating an influencer marketing strategy through blogging, phlogging, vlogging, microblogging techniques and social media platforms (Facebook, Instagram, Youtube, Twitter, LinkedIn, TikTok).

Teaching Methods 

In accordance with the learning objectives, this Influencer marketing strategies course combines:

• Lectures;
• Seminars and case presentations performed by managers and consultancy professionals;
• Various forms of active student participation (e.g. in-class exercises, group assignments, student oral presentations and discussions).

The course will use an online community to share information and materials

Assessment

• A portfolio group project made of assignments prepared continuously throughout the semester and assessed on a scale from 0 to 18 points (weighted at 50%).
• An individual written computer-based test (weighted at 50%), including 18 multiple-choice questions. Each correct answer gives 1 point, whereas each wrong answer implies a -0.25 penalty. Questions are based on the main textbook, slides/lecture material.
• The oral exam option is available if the student requests it.