.
Introduction to Influencer Marketing
Study Course Description
Course Description Statuss:Approved
Course Description Version:2.00
Study Course Accepted:02.02.2024 12:26:14
| Study Course Information | |||||||||
| Course Code: | KF_043 | LQF level: | Level 6 | ||||||
| Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
| Branch of Science: | Communication Sciences | Target Audience: | Information and Communication Science | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Ruta Siliņa | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 6 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 12 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 20 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Understanding of communication and/or media theories. Personal experience as social medial user, e.g. Instagram, YouTube or TikTok. | ||||||||
| Objective: | Introduce students to the growing field of marketing and communication – influencer marketing: its core principles, theoretical base, and application in practice. At the end of the course, students should be able to develop in groups and defend influencer campaign to an imaginary client. Successful completion of the course will give students practical skills in influencer marketing and prepare for the labor market. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Introduction to the course and its structure. Overview of the contents and evaluation process. Definition of the final exam work. Student division into groups. Introduction to influencer marketing industry in Latvia and the world. | Lectures | 1.00 | auditorium | |||||
| 2 | Theoretical base of the influencer marketing. Its history, development, main mechanics. Difference between content creators and influencers. Influencer marketing industry’s stake holder ethical codes and responsibilities. | Lectures | 1.00 | auditorium | |||||
| 3 | Workshop: defining target audiences and finding matching influencers. Work with different tools and platform, that help to explore influencers. The outcome should be a short list if influencer based on a given target audience. | Classes | 1.00 | auditorium | |||||
| 4 | Influencer marketing as a part of 360 communication. Its role and integration in private and public sectators. Best practices and various strategies. | Lectures | 1.00 | auditorium | |||||
| 5 | Influencer campaign’s core principles and building blocks: business and marketing objectives, brand and target audience problems, campaign messages and tactical solutions. Defining KPIs, work with client. | Lectures | 1.00 | auditorium | |||||
| 6 | Analyzing influencers campaign of choice in Latvian or home country. World best practices and local experience. The outcome should be a group presentation that deconstructs a campaign of choice and gives it an outside evaluation. | Classes | 1.00 | auditorium | |||||
| 7 | Guest lecture of award-winning influencer marketing campaign builder: theory meets practice. Finding an insight. Real life case-study. | Lectures | 1.00 | auditorium | |||||
| 8 | Briefing of the influencer campaign for the imaginary client. Detailed assignment for the final work. Q&A session with the students of course material. | Lectures | 1.00 | auditorium | |||||
| 9 | 1st part Group presentation of the influencer campaign to the imaginary client and feedback | Classes | 1.00 | auditorium | |||||
| 10 | 2nd part Group presentation of the influencer campaign to the imaginary client and feedback | Classes | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | The final mark depends on active participation at classes, active listening at lectures, practical tasks and the exam – group presentation. | ||||||||
| Assessment Criteria: | • Participation at lectures (10%) • 1st assignment: individual short list development of suitable influencers (10%) • 2nd cassignment: group presentation of a real-life influencer campaign analysis (30%) • 3rd and 4th assignment: group presentation of the influencer campaign (50%) | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | |||||||||
| Learning Outcomes | |||||||||
| Knowledge: | • Theoretical understanding of the modern influencer marketing and its driving forces; • Structure of modern influencer campaign • Strategies implemented in influencer marketing • Tactical solutions employed in influencer marketing • Ethical principles and code of conduct in influencer marketing | ||||||||
| Skills: | After completing the course, the student will have mastered the soft skills: • work in a group; • create a presentation for potential clients; • work with potential clients. After completing the course, the student will have acquired the hard skills: • will be able to work with influencer search and analysis platforms; • will be able to shortlist influencers for a potential campaign. | ||||||||
| Competencies: | The student will be able to: • Evaluate real-life influencer campaigns and identify best practices; • Create small influencer campaigns from scratch; • Understand client information about influencer campaigns. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Cox B. (2022). How To Be Internet Famous: The #1 Social Media Marketing Book On 'How To Go Viral' and Build a Powerful Personal Brand For Social Media Influencers | ||||||||
| Additional Reading | |||||||||
| 1 | Preace J. (2023). Social Media Marketing 2023: 4 BOOKS IN 1 - Social Media for Beginners, Instagram Marketing to Become an Influencer, Facebook Advertising, Google AdWords (Analytics, SEO and ADS for Your Business) | ||||||||
| 2 | Philips H. (2021). Instagram Marketing Secrets: From Zero to One Hundred Thousand Followers. Practical and Quick Guide with Strategies and Techniques to Become a "Real" Influencer and Get Noticed on Instagram | ||||||||
