BUSI3451: Influencer Marketing

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• To develop an advanced understanding of what Influencer Marketing is from the standpoints of both the Influencer and the partnering brand
• To explore major frameworks and strategies in Influencer Marketing practice, how they may be leveraged across the Customer Journey, develop a creative Playbook, and analyse the key metrics required to evaluate and enhance performance
• To equip students with the skills needed to identify a niche, develop a personal brand, build online presence, create engaging content, and to manage sustainable relationships with audience members and partnering brands.

• What is Influencer Marketing?
• Key platforms, audiences and content forms
• Approaches to strategy development
• Working with influencers segments, characteristics, agreements, creatives, etc.
• Influencers and the customer journey
• Building and managing brand ambassador programmes
• Measuring and managing impact and performance
• Legal and ethical issues in international influencer marketing
• Sinfluencer marketing and dark PR.

Subject-specific Knowledge:

• Design, implement and evaluate Influencer Marketing strategies and brand ambassador programmes
• Identify and segment both Influencer Types and their Target Audiences
• Plan and create engaging on-message content
• Develop and demonstrate an Influencer Marketing Playbook.

Subject-specific Skills:

• An in-depth knowledge of how brands may leverage Influencers as an integrated component of their Marketing Communications strategies
• The conceptual knowledge required to develop and implement market-responsive Influencer Marketing programmes
• An advanced understanding of personal branding and the persuasive concepts needed to build a sustainable online presence.

Key Skills:

• Effective written communication skills
• Planning, organising and time management skills
• Problem-solving and analytical skills
• The ability to use initiative
• Advanced skills in the interpretation of data
• Advanced computer literacy skills.

• The module is delivered via a series of full-cohort weekly workshops to afford maximum flexibility to suit the dynamic nature of the subject-matter. The workshops consist of lecture-style input, break-out discussions of key cases, data analysis exercises and hands-on training in use of content planning tools and content creation methods.
• The summative assignment is designed to consolidate conceptual knowledge, demonstrate skills in data analysis and content planning/creation, and to enhance employability skills. Specifically, this takes the form of the production and submission of an interactive Influencer Marketing Playbook, following industry-standard templates provided. Playbooks have a significant written component and their production as a whole is equivalent to a written assignment of 3000 words.

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