Lecture: 2 Hours/week
and
Seminar: 2 Hours/week
A variety of pedagogical methods will be used in this course. They will include: lectures, group and class discussions, case discussions and presentations, guest speakers, web analysis, and audio-visuals.
- Definition and evolution of influencer marketing
- Influencer marketing in the marketing mix
- The rise of social media influencers and their impact on consumer behaviour
- Key differences between influencer marketing and traditional marketing
- The major platforms for influencer marketing
- Managing expectations and influencer relations
- Industry-specific influencer strategies
- Understanding influencer niches
- Trust, authenticity, and credibility in influencer marketing
- Setting objectives: Brand awareness, engagement, conversions, etc.
- Identifying the right influencers for a campaign
- Negotiating contracts and deliverables
- Co-creation and influencer-led content marketing
- Ethical challenges: Fake followers, inauthentic endorsements, and transparency
- Understanding analytics and measurement
- Analysis of successful influencer marketing campaigns
- Influencer marketing around the world
- Crisis management and reputation risks
- Emerging trends
By the end of this course, students will be able to:
- Define key concepts in influencer marketing, including different types of influencers, content formats, and platforms.
- Explain the role of influencers in the marketing mix and their impact on consumer behavior.
- Analyze the effectiveness of influencer partnerships using key performance indicators (KPIs) and analytics tools.
- Evaluate ethical considerations, including transparency, authenticity, and legal regulations in influencer marketing.
- Select appropriate influencers based on audience alignment, demographics, credibility, engagement metrics and campaign goals.
- Develop influencer marketing campaigns and influencer-led content initiatives tailored to specific brand objectives and target segments, designed to drive brand awareness, engagement, and conversions.
- Assess the risks and challenges associated with influencer collaborations, including crisis management and reputation risks.
- Examine emerging trends in influencer marketing, including AI-generated influencers and evolving social media platforms.
- Apply oral and written skills in project presentations.
Assessment will be based on course objectives and will be carried out in accordance with the Douglas College Evaluation Policy. An evaluation schedule is presented at the beginning of the course. Instructors may use a student’s record of attendance and/or level of active participation in the course as part of the student’s graded performance. Where this occurs, expectations and grade calculations regarding class attendance and participation will be clearly defined in the Instructor Course Outline.
|
Assessment Component |
Weight |
|
Class Participation |
5-10% |
|
Assignments |
15-35% |
|
Mid-Term |
15-25% |
|
Final Exam |
15-30% |
|
Term Project and Presentation |
20-30% |
|
Total |
100% |
Note: No single assignment to be worth more than 40%.
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE AND ACHIEVE A MINIMUM AVERAGE GRADE OF AT LEAST 50 PERCENT ON THEIR TOTAL NON-GROUP EVALUATIONS TO OBTAIN CREDIT FOR THE COURSE.
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
Textbooks and materials are to be purchased by students. A list of required textbooks and materials is provided for students at the beginning of the semester.
Textbook: Glenister, G.; Influencer Marketing Strategy: How Influencers Can Help Grow Your Business; Kogan Page Publishers; latest edition; and/or another textbook(s) and/or material(s) approved by the department.
None
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