BUSI3371: Influencer Marketing Strategies

• BUSI 1131 Marketing Principles BUSI 1221 Introduction to Digital Marketing BUSI 2171 Brand Strategies, Identity, Culture and Society BUSI 2201 Integrated Marketing Communications

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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.

• Influencer Marketing history, nature, scope, sectors, etc.
• Key platforms, audiences and content
• Crafting your strategic influencer framework
• Working with influencers segments, characteristics, agreements, creatives, etc.
• Influencers, customer journeys and touchpoint mapping hierarchies
• Building high-impact and brand ambassador programmes
• Monitoring performance, impact measurement and responding to change
• Legal and ethical issues in international influencer marketing
• Bad influences? dark influence and sinfluencers
• Marketers of the Metaverse the future of influencer marketing.

Subject-specific Knowledge:

• By the end of the module students should be able to:
• Have an in-depth knowledge of how brands may leverage Influencers as an integrated component of their Marketing Communications strategies
• Have the conceptual knowledge required to develop and implement market-responsive Influencer Marketing programmes
• Have an advanced understanding of personal branding and the persuasive concepts needed to build a sustainable online presence

Subject-specific Skills:

• Be able to design, implement and evaluate Influencer Marketing strategies
• Be able to design, implement and maintain sustainable Brand Ambassador programmes
• Be able to identify and segment both Influencer Types and their Target Audiences
• Be able to plan and create engaging on-message content
• Be able to identify, access, extract and analyse key social media metrics
• Be able to write and present an Influencer Marketing proposal and pitch within budget
• Be able to develop and demonstrate an effective Influencer Marketing Playbook.

Key Skills:

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

• The module is delivered via a series of full-cohort TEAL 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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