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Influencer Marketing


IMC 693

Explore 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

Course Topics

  • The Rise of Influencers: Understanding Modern Tastemakers
  • The Influencer Spectrum
  • Influencer Selection
  • The Fine Print When Working with Influencers
  • Influencer Art + Science
  • Managing Influencer Opportunities
  • The Future of Influencer Marketing


Justin Hoot
Profile: Hoot
Hugo Pérez
Profile: Perez