B_IM Influencer Marketing

University of Finance and Administration
Winter 2022
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: Ivana Plačková
Timetable of Seminar Groups
B_IM/pMPH: each even Thursday 11:15–12:00 E004, each even Thursday 12:15–12:59 E004, each even Thursday 13:00–13:45 E004, each even Thursday 14:00–14:44 E004, except Thu 15. 12. ; and Tue 20. 12. 8:45–10:15 E004, 10:30–12:00 E004, 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 basic principles of communication on social networks with the help of influencers to drive higher traffic to the company website or e-shop and positively impact conversion.
Learning outcomes
Upon successful completion of the course Influencer Marketing, the student will be able to create engaging, entertaining and persuading content of messages for social networks with confidence and self-reliance; besides, the student will get acquainted with the basic techniques of storytelling and be able to monitor and effectively evaluate developments on social networks. Furthermore, the student will master the art to identify and hire a suitable influencer to promote the brand as well as design appropriate and creative communication between the brand and the influencer that will speak the same language. An equally important course output is data mining and the student’s ability to work efficiently with the metrics of successful communication on social networks.
Syllabus
  • 1. Influencer marketing as a part of modern marketing communication 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 - analysis, 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.
  • CIALDINI, Robert B, 2012. Zbraně vlivu: manipulativní techniky a jak se jim bránit. V Brně: Jan Melvil. ISBN 978-80-87270-32-5.
    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.
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
Czech
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 2023, Winter 2024.
  • Enrolment Statistics (Winter 2022, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2022/B_IM