Influencer Marketing
BUSA-40935
This 6-week online course teaches the strategy, tools, and ethical practices behind today’s most effective influencer marketing campaigns. Students learn how to identify, evaluate, and collaborate with influencers—from nano-creators to viral personalities—across TikTok, Instagram, YouTube Shorts, Snapchat, Reddit, Twitch, Substack, and other emerging creator platforms.
Through a mix of video lectures, real-world case studies, and a Final Course Project, students explore how to build influencer partnerships that drive engagement, shape behavior, and reflect brand values. Topics include short-form video strategy, platform trendspotting, FTC-compliant disclosures, campaign ROI, and ethical content practices rooted in cultural fluency and digital trust.
Students complete a real-world influencer campaign pitch that is portfolio-ready and can be showcased in job interviews or on LinkedIn.
What you'll learn
- Identify and evaluate influencers by category (nano, micro, mid-tier, macro, mega) and platform (e.g., TikTok, Instagram, YouTube, Snapchat, Reddit, Twitch, Substack, Fanfix)
- Distinguish true influence from popularity using follower behavior, trust signals, and engagement metrics
- Use analytics tools and platform insights to measure reach, engagement, conversions, and ROI
- Align influencer strategy with brand goals using frameworks like the customer journey and content lifecycle
- Craft ethical influencer outreach materials, including briefs, content guidelines, and compliant paid messaging
- Apply FTC and platform-specific rules for partnerships, endorsements, and disclosures
- Evaluate the psychological and social dynamics of parasocial relationships, representation equity, and trust-building in digital influence
- Critique and develop short-form influencer content aligned with platform trends, brand tone, and legal compliance
