The Business of Influencer Communication

This course explores the rapidly evolving creator economy and its influence across both B2C and B2B industries. Students learn how leading brands, from consumer goods and fashion to professional services and technology, drive measurable growth through strategically designed creator partnerships. Using frameworks employed by modern marketers, the course teaches students to evaluate and select influencers based on audience alignment, brand values, and campaign objectives, while designing full-funnel strategies, high-performing cross-platform content, and metrics-driven assessments of engagement, conversion, and ROI.

The course features real-world case studies across lifestyle creators, executive influencers, niche experts, and industry thought leaders, with special emphasis on the rise of B2B creator ecosystems, LinkedIn and emerging platforms, expert-led content, and employee advocacy and executive visibility programs. Through practical assignments, students build an end-to-end influencer campaign, covering talent identification, outreach, negotiation, co-creation, budgeting, and performance measurement, and finish prepared to integrate influencer marketing into broader brand, communications, and go-to-market strategies to drive awareness, trust, and revenue.
Continuing Education Units (CEU) : 2.5

You'll walk away with

• Learning Outcomes
• Analyze and critique the role and impact of influencers in the digital marketing landscape.
• Develop and implement strategic influencer marketing campaigns that align with brand values and objectives.
• Evaluate the effectiveness of influencer marketing campaigns using key performance indicators such as engagement, reach, and ROI.
• Understand and apply ethical and regulatory guidelines in influencer marketing partnerships.