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Influencer Marketing

Influencer Marketing (IMC 693) explores the role of influencer marketing and how best to leverage individual tastemakers to fulfill marketing objectives. Students learn how to identify, qualify, and amplify the efforts of various influencer types available to marketers, as well as how to set accurate key performance indicators. At the end of this course, students will be capable of developing an impactful influencer engagement strategy.

Course Learning Outcomes

Upon successful completion of IMC 693, students will be able to:

  • Articulate how the digital age has given rise to the value of individual influencers in the marketing mix
  • Identify the best type of influencer to leverage for a campaign and learn how to find them
  • Distinguish multiple ways to focus the efforts of influencers for maximum impact
  • Determine the metrics that really matter when it comes to influencer outcomes
  • Develop a comprehensive influencer marketing strategy


  • The Rise of Influencers: Understanding Modern Tastemakers, From Purchase Funnel to Consumer Continuum
  • The Influencer Spectrum: Ambassadors vs Advocates vs Stakeholders
  • Uncovering Influencers: Where They Operate How to Find Them
  • Targeting Influencer Efforts According to Need: Awareness, Engagement, Action, Endorsement
  • Measuring Influencer Impact: Reach, Authority, Engagement
  • Influencer Art + Science: Developing Insights Analysis
  • Influencer Outcomes: Vanity vs Actionable Metrics and setting KPIs that matter
  • Putting it All Together: Developing a Cohesive Influencer Marketing Strategy


Hugo Pérez
Profile: Perez