Course Details

Influencer Marketing
MKTG-939-5
0.5 CR
Elective
PASS / NO CREDIT
Yes (may vary by section)
DESCRIPTION
Throughout history, Influential individuals have shaped thought and behavior in politics, religion, business, even interpersonal relationships. Today, because of the democratizing effects of digital media, social influence is no longer limited to the traditional ranks of authority figures. Modern influencers include subject-matter experts (from scientists to non-credentialed bloggers), social media stars, even virtual avatars and individuals who prefer to remain "anonymous." These influencers have become critical components of modern marketing strategy, particularly given the fragmentation of audiences across millions of media outlets, and the formidable expense of mass-media/omni-channel advertising. True influencers can efficiently generate awareness in niche audiences, amplify messages, and also lead their followers to desired actions, whether that means buying, voting, or simply changing their minds. In this course, you will learn not only how to work with influencers to reach your business goals - including identifying, analyzing, approaching, managing, and measuring them - but also how to differentiate between attention and influence. This course answers questions such as:
  • Why is influencer marketing central to the future of marketing?
  • What are the biggest mistakes brands and marketers are making when it comes to influencer marketing and how do we avoid them?
  • How do you get ‘buy in’ from senior leadership that influencer marketing is worthy of support?
  • What are the main issues in influencer marketing?
  • How do we evaluate and select the right influencers?
  • How is influence measured?
  • How do we connect influencer strategies to business goals and profitability?
  • What methods are most effective for tracking and measuring success of influencer strategies?
  • What communication and tactics are most appropriate for building high value influencer partnerships?
TRACKS
Marketing Major
SCHEDULE SUMMARY
Winter 2023
CH
EV

CH (Chicago)
EV (Evanston)
DayTime
Evening
Saturdays
Popup
PREREQUISITES
Prerequisites:
All Students: MKTG-430-0