BUSI3371: Influencer Marketing Strategies

• None.

• None.

• None.

• 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 theory and 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, scope, sectors, audience, content types, etc.
• Crafting high-impact strategic influencer frameworks.
• Working with influencers segments, niches, agreements, creatives, etc.
• Influencers, customer journeys and touchpoint mapping hierarchies.
• Theories of influence and persuasion- psychological and sociological.
• The influencer as an impression management agent dramaturgical approaches.
• Building high-impact and brand ambassador programmes.
• Monitoring performance, impact measurement and responding to change.
• Legal and ethical issues in international influencer marketing.
• Inclusivity in 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 lectures and workshops. Lectures provide the theoretical input to the module, exploring emergent research in the psychology, sociology and marketing disciplines. Supported by online multimedia materials, the workshops develop a framework for the planning and implementation of an influencer marketing campaign, structured around an embedded formative simulation
• 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.

If you have a question about Durham's modular degree programmes, please visit our FAQ webpages, Help page or our glossary of terms. If you have a question about modular programmes that is not covered by the FAQ, or a query about the on-line Undergraduate Module Handbook, please contact us.

Prospective Students: If you have a query about a specific module or degree programme, please Ask Us.

Current Students: Please contact your department.