BUS-M 455 Topics in Marketing: Influencer Marketing

• 16 weeks
• 3

Influencer marketing has become a cornerstone of modern digital strategy, with 93% of marketers using it and the industry expected to surpass $32 billion by 2025. In this course, you will learn how to harness the power of influencer collaborations to amplify brand messages, drive engagement, and deliver measurable ROI. You will explore how to identify the right creators, design data-driven campaigns, allocate budgets effectively, and track performance against clear KPIs. You’ll also examine the legal, ethical, and societal considerations that shape responsible practice in this fast-evolving space. Through hands-on projects, you will develop influencer strategies tailored to specific personas, craft briefs that inspire creators, and design campaigns that build loyalty and trust. By the end of the course, you will have the skills to confidently plan, execute, and optimize influencer marketing campaigns that resonate in today’s digital marketplace.