BA_IM Influencer marketing

Vysoká škola finanční a správní
léto 2022
Rozsah
2/0/0. 12 hodin KS/semestr. 3 kr. Ukončení: z.
Vyučující
Ing. Dominika Schmidtová (cvičící)
Garance
PhDr. Ladislava Knihová, Ph.D., MBA
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná
Rozvrh seminárních/paralelních skupin
BA_IM/pMCPH: každý sudý čtvrtek 8:45–9:29 E224, každý sudý čtvrtek 9:30–10:15 E224, každý sudý čtvrtek 10:30–11:14 E224, každý sudý čtvrtek 11:15–12:00 E224, D. Schmidtová
Předpoklady
There are no prerequisites required.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Výstupy z učení
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.
Osnova
  • 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
Literatura
    povinná literatura
  • 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.
    doporučená literatura
  • 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.
  • CIALDINI, Robert B., 2016. Pre-suasion: a revolutionary way to influence and persuade. First Simon&Schuster hardcover edition. New York: Simon & Schuster. ISBN 978-1-5011-0979-9. BF774 .C56 2016
Výukové metody
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.
Metody hodnocení
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.
Vyučovací jazyk
Angličtina
Další komentáře
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Předmět je zařazen také v obdobích zima 2022, zima 2023, léto 2024, zima 2024.