MARK 3260

In today’s digital landscape, influencers play a pivotal role in shaping consumer perceptions, driving engagement, and amplifying brand messages. This course explores the evolving world of influencer marketing, from identifying the right influencers to integrating them effectively into marketing campaigns. Students will analyze how influencers impact the consumer purchasing funnel, develop strategies to maximize engagement and conversions, and examine ethical and regulatory considerations. Through qualitative and quantitative analysis, they will distinguish between genuine influence and mere popularity, ensuring marketing efforts drive real consumer action. By the end of the course, students will have the skills to craft and implement influencer marketing strategies that break through media fragmentation, resonate with niche audiences, and achieve measurable business objectives.