Singapore University of Social Sciences

Influencer Marketing

Influencer Marketing (MKT558)

Applications Open: 01 October 2020

Applications Close: 01 December 2020

Next Available Intake: January 2021

Course Types: Modular Graduate Course

Language: English

Duration: 6 months

Fees: To be confirmed

Area of Interest: Business Administration

Schemes: Lifelong Learning Credit (L2C)

Funding: To be confirmed

School/Department: School of Business


Synopsis

Nowadays, influencers have a major impact on consumers’ decision making. As a marketer, youmay need to know how to formulate an influencer strategy and work with the right influencer.Even further, you may embark an entrepreneurial journey of building your own social mediaaccount and become a key opinion leader (KOL) and potential millionaire yourself. MKT558Influencer Marketing is designed to uncover the magic formula of surviving and succeeding in the“influencer ecosystem” during the 3-week course. Not only will the course cover in-depth theorieson social influence to provoke the students’ academic thinking, but also it prepares the studentswith practical skills to solve real-world problems such as how to grow follower base and increasethe engagement. The course follows a seminar-practical format that students are advised to bringtheir laptops to have a hands-on experience. By completing this course, the students will beequipped with vision to detect the right influencers on various social media platforms andentrepreneurial mindset to exert proper personal influence as a KOL.

Level: 5
Credit Units: 2.5
Presentation Pattern: Every January

Topics

  • Social influence theories: WOM and communication effectiveness
  • The evolvement of media and influencers
  • How to create an influencer strategy and identify the right influencer?
  • How to track and review an influencer campaign?
  • How to become an impactful influencer and build sustainable personal brand?
  • The challenge and future of influencer marketing

Learning Outcome

  • Understand the social influence theories and the importance of influencer marketing
  • Evaluate the different types of media and influencers
  • Formulate influencer strategy on different social networking platforms
  • Analyse an influencer account and ROI of influencer marketing activities
  • Apply the personal branding knowledge to grow impact on social media
  • Explore the possible challenges faced by influencer marketing
  • Analyse the consumer engagement level with tools such as Audience Quality Analysis,Like-Follower Ratio, Follower/Following Ratio etc
  • Formulate influencer marketing strategic plan
  • Develop follower base and grow follower engagement
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