Бакалавриат 2021/2022

Маркетинговая стратегия влияния

Статус: Курс по выбору (Медиакоммуникации)

Направление: 42.03.05. Медиакоммуникации

Кто читает: Институт медиа

Где читается: Факультет креативных индустрий

Когда читается: 4-й курс, 3 модуль

Формат изучения: с онлайн-курсом

Охват аудитории: для своего кампуса

Преподаватели: Куприянов Александр Михайлович

Язык: английский

Кредиты: 4

Контактные часы: 2

Course Syllabus

Abstract

Influencer marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals. This course is about strategy. Although there is no all-purpose, one-size-fits-all influencer marketing strategy template, you will learn how to tailor one for a wide variety of B2B, B2C, and nonprofit organizations using the two-step flow model of communication. But this course is also about tactics. I believe, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” So, you will learn both in this 6-week long course. Your final project for this course is to create a pitch deck for a social media influencer strategy. The purpose of your final project is to give you a concrete artifact that you can use to demonstrate your mastery of new competencies and skills to either the executives in your current organization or to prospective employers.

Learning Objectives

• Introduce the phenomenon of Influencer marketing

Expected Learning Outcomes

• Сreate a pitch deck for a social media influencer strategy

Course Contents

• Influencer Marketing Strategy
• Content Marketing Strategy
• How To Find Influencers
• How To Engage Influencers
• How To Measure Influencer Marketing
• Influencer Campaigns

Assessment Elements

• Week 1
  Assignments and criteria are published on the course page on the Coursera platform.
• Week 2
  Assignments and criteria are published on the course page on the Coursera platform.
• Week 3
  Assignments and criteria are published on the course page on the Coursera platform.
• Week 4
  Assignments and criteria are published on the course page on the Coursera platform.
• Week 5
  Assignments and criteria are published on the course page on the Coursera platform.
• Week 6
  Assignments and criteria are published on the course page on the Coursera platform.

Interim Assessment

• 2021/2022 3rd module
  0.15 * Week 5 + 0.15 * Week 3 + 0.15 * Week 1 + 0.25 * Week 6 + 0.15 * Week 4 + 0.15 * Week 2

Bibliography

Recommended Core Bibliography

• Vo, D. G. (2021). Industry Influencer: Growing Your Brand Through Meaningful Connections and Engagement Online. Morgan James Publishing.

Recommended Additional Bibliography

• Sevil Yesiloglu, & Joyce Costello. (2021). Influencer Marketing : Building Brand Communities and Engagement. Routledge.