BA_IM Influencer Marketing

University of Finance and Administration
Summer 2024
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Dominika Schmidtová (seminar tutor)
Guaranteed by
PhDr. Ladislava Knihová, Ph.D., MBA
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
BA_IM/pECMCPH: each even Monday 17:30–18:14 E228, each even Monday 18:15–19:00 E228, each even Monday 19:15–19:59 E228, each even Monday 20:00–20:45 E228, D. Schmidtová
Prerequisites
There are no prerequisites required.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The objective of the course "Influencer Marketing" is to master the foundational principles of communication on social networks, leveraging the influence of key personalities to drive targeted traffic to company websites or e-shops and impact conversion positively. This course also aims to familiarize students with the emerging role of Artificial Intelligence (AI) in the identification, analysis, and strategic alignment of influencer marketing efforts.
Learning outcomes
Upon successful completion of the course in Influencer Marketing, the student will be proficient in creating engaging and persuasive content for social networks. They will acquire foundational storytelling techniques and have the ability to monitor and evaluate trends and metrics on social platforms effectively. The course will guide students in identifying and engaging with appropriate influencers and facilitating effective brand-influencer communication. As a supplementary objective, students will also gain an introductory understanding of how Artificial Intelligence can assist in influencer identification and in the evaluation of campaign effectiveness.
Syllabus
  • 1. Influencer marketing as a part of modern marketing communication; Influencer Marketing in the digital age: Understanding the role of AI in influencer identification and strategy 2. Influencer as a co-creator of content marketing strategy 3. Identification, acquisition and involvement of an influencer at the era of digital communication 4. Micro influencer marketing 5. Creating a digital marketing strategy for social networks with the involvement of influencers 6. Influencer marketing campaign objectives, metrics and data evaluation 7. Psychology of persuasion 8. Multimedia communication and advertising formats on social networks (video, podcast, blog, vlog, shoppable post) 9. Digital storytelling, storyboarding and creativity 10. Social dilemma-ethical aspects of using social networks 11. Legal aspects of cooperation with influencers 12. Case studies of global and local Significance: Leveraging AI for advanced analysis and evaluation
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
  • MILES, Jason, 2019. Instagram power: build your brand and reach more customers with visual influence. Second edition. New York: McGraw-Hill. ISBN 978-1-260-45330-0.
  • FRIER, Sarah, 2020. No Filter: The Inside Story of Instagram. New York: Simon & Schuster Paperbacks. ISBN 978-1-982143-17-6.
  • VERENA, Percival C., 2023. The Ultimate Guide to ChatGPT. ISBN 9798391354833.
  • HARVARD BUSINESS REVIEW PRESS, ed., 2023. HBR guide to AI basics for managers. Boston, Massachusetts: Harvard Business Review Press. HBR guides. ISBN 978-1-64782-443-3.
Teaching methods
The method of instruction during the controlled group consultations include experiential learning - interactive lectures - case studies - text analyses with the focus on the role of influencers in marketing in social networks and the digital economy. Seminars will be focused on hands-on experience in implementing the state-of-the-art techniques of Influencer Marketing and mastering the skills to work with social media tools into practice.
Assessment methods
The minimum mandatory attendance in the controlled group consultations is 75% attendance for full-time students and 50 % for part-time students to be allowed to submit the seminal work. Those students who fail to meet the mandatory scope of attendance will be required to fulfil additional study obligations to the extent that allows demonstrating academic achievements and acquired competencies necessary for the successful completion of the course. Students will earn their credits based on a seminal work with a focus on topics relevant to the subject Influencer Marketing submitted to the course teacher for evaluation.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
The course is also listed under the following terms Summer 2022, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Summer 2024, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2024/BA_IM