Influencers & Social Economy
Prerequisites: (COMM 210 or COMM 211) and COMM 213.
Content creators and influencers are at the center of a rapidly growing global industry. This course bridges the gap between creative content and commercial viability by examining the evolution of influencers from content creators to product entrepreneurs and strategic brand partners. Students will analyze the roles of diverse influencers--from nano to mega--across the customer journey and develop the technical skills required to manage these partnerships, including the use of influencer analytics tools and messaging control strategies.
The curriculum covers the business of the creator economy, including strategic goal setting, diverse revenue streams (from affiliate marketing to proprietary product lines), ethics, and legalities. Whether an aspiring communication entrepreneur or a future brand strategist, students will master the framework necessary to navigate, monetize, and manage the modern social economy. Students will develop a real-world influencer communication program that integrates data analysis with a cultural or psychological strategy framework.
Outcomes: Identify and categorize influencer types based on reach, niche, and engagement; Develop a comprehensive communication plan for an influencer-based brand; Understand the advertising, public relations, and communication strategies and tools used to build a public image relevant for influencers; Develop a brand-specific influencer strategy that maps creator archetypes to the brand customer journey and use industry-standard KPIs to measure performance; Learn the diverse revenue streams, from affiliate marketing to proprietary product lines; Know the skills of working effectively in teams to prepare marketing communication programs.
Content creators and influencers are at the center of a rapidly growing global industry. This course bridges the gap between creative content and commercial viability by examining the evolution of influencers from content creators to product entrepreneurs and strategic brand partners. Students will analyze the roles of diverse influencers--from nano to mega--across the customer journey and develop the technical skills required to manage these partnerships, including the use of influencer analytics tools and messaging control strategies.
The curriculum covers the business of the creator economy, including strategic goal setting, diverse revenue streams (from affiliate marketing to proprietary product lines), ethics, and legalities. Whether an aspiring communication entrepreneur or a future brand strategist, students will master the framework necessary to navigate, monetize, and manage the modern social economy. Students will develop a real-world influencer communication program that integrates data analysis with a cultural or psychological strategy framework.
Outcomes: Identify and categorize influencer types based on reach, niche, and engagement; Develop a comprehensive communication plan for an influencer-based brand; Understand the advertising, public relations, and communication strategies and tools used to build a public image relevant for influencers; Develop a brand-specific influencer strategy that maps creator archetypes to the brand customer journey and use industry-standard KPIs to measure performance; Learn the diverse revenue streams, from affiliate marketing to proprietary product lines; Know the skills of working effectively in teams to prepare marketing communication programs.