BA_IM Influencer Marketing

University of Finance and Administration
Winter 2025
Extent and Intensity
1/2/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Dominika Schmidtová (seminar tutor)
Guaranteed by
Ing. Dominika Schmidtová
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Mgr. Petra Dovhunová
Timetable of Seminar Groups
BA_IM/cMCPH: each odd Wednesday 17:30–18:14 E401, each odd Wednesday 18:15–19:00 E401, each odd Wednesday 19:15–19:59 E401, each odd Wednesday 20:00–20:45 E401, except Wed 22. 10., except Wed 5. 11. ; and Wed 22. 10. 17:30–19:00 E309, 19:15–20:45 E309, Wed 5. 11. 17:30–19:00 E227, 19:15–20:45 E227, D. Schmidtová
BA_IM/pMCPH: each odd Wednesday 15:45–16:29 E401, each odd Wednesday 16:30–17:15 E401, except Wed 22. 10., except Wed 5. 11. ; and Wed 22. 10. 15:45–17:15 E309, Wed 5. 11. 15:45–17:15 E227, D. Schmidtová
Prerequisites
There are no prerequisites required.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to introduce students to the principles, strategies, and practices of influencer marketing as an integral part of integrated marketing communications. Students will gain knowledge of different types of influencers, the specific features of individual platforms, the psychology of influence and trust-building. They will learn how to plan and implement influencer campaigns and evaluate their effectiveness. The course also includes reflection on the ethical, legal, and social aspects of the field.
Learning outcomes
Upon successful completion of the course, students will be able to: 1. Understanding and Analysis - explain the fundamental principles and the role of influencer marketing within the communication mix, distinguish between different types of influencers and assess their suitability for various brands and target groups, understand the psychological principles of influence and their application in the digital environment. 2. Strategy and Planning - define objectives and KPIs for an influencer marketing campaign, develop a creative brief and a plan for collaboration with influencers, select appropriate platforms and content formats based on the target audience. 3. Practical Skills - identify suitable influencers based on analytical criteria, evaluate content creation and propose a creative concept, present and defend their own campaign proposal. 4. Evaluation and Reflection - measure and interpret campaign results, evaluate ROI and engagement, identify ethical and legal risks and propose solutions in crisis situations, reflect on future trends (AI influencers, creator economy, virtual avatars).
Syllabus
1. Introduction to Influencer Marketing 2. Psychology of Influence and Persuasion 3. Platforms and Their Specifics 4. Typology of Influencers and the Creator Economy 5. Strategy and Campaign Planning 6. Selecting Influencers and Brand Collaboration 7. Content Creation and Creative Concept 8. Language, Culture, and Authenticity 9. Ethics and Legislation in Influencer Marketing 10. Measuring and Evaluating Results 11. Crisis Communication and Reputational Risks 12. The Future of Influencer Marketing
Literature
    required literature
  • CIALDINI, Robert B., 2021. Influence, new and expanded: the psychology of persuasion. New and Expanded. New York: Harper Business. ISBN 978-0-06-293765-0.
    recommended literature
  • ALEKSIC, Adam, 2025. Algospeak: How Social Media Is Transforming the Future of Language. New York: Knopf. ISBN 978-0-593-72144-1.
  • CHAMBERS, Brittany Hennessy, 2018 (aktualizováno 2023). Influencer: Building Your Personal Brand in the Age of Social Media. New York: Harper Business. ISBN 978-0-06-286290-7.
  • FRIER, Sarah, 2020. No Filter: The Inside Story of Instagram. New York: Simon & Schuster Paperbacks. ISBN 978-1-982143-17-6.
  • FREBERG, Karen, 2023. Social Media for Strategic Communication: Creative Strategies and Research-Based Applications. 2nd edition. Thousand Oaks: SAGE Publications. ISBN 978-1-0718-5151-2.
  • ABIDIN, Crystal, 2018 (rev. 2023). Internet Celebrity: Understanding Fame Online. Bingley: Emerald Publishing. ISBN 978-1-78769-184-6.
Teaching methods
Teaching methods include experiential learning through interactive lectures, case studies, and text analysis focused on the role of influencers in marketing and the digital economy. Seminars are oriented towards the practical implementation of current techniques used in influencer marketing and the development of skills in working with social media tools applied in practice.
Assessment methods
Attendance: minimum attendance at seminars is set at 75% for full-time students and 50% for part-time students, failure to meet the required attendance will be compensated by additional tasks assigned by the lecturer. Course Completion Requirements: the course is completed through an individual presentation and an essay, both parts must be fulfilled in order to successfully complete the course, failure to meet the submission deadline for the essay and the presentation will be considered as non-fulfilment of this requirement.
Language of instruction
English
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2022, Winter 2022, Winter 2023, Summer 2024, Winter 2024.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2025/BA_IM