Macro and Micro Influencers

Catalog description

This course examines the strategic landscape of influencer marketing, exploring the distinct roles, advantages, and applications of macro and micro influencers in modern marketing campaigns. Students will analyze influencer ecosystems across platforms, evaluate influencer authenticity and audience alignment, and develop strategies for identifying, vetting, and partnering with influencers at various scales. Through case study analysis and practical application, students will learn to design influencer campaigns that balance reach with engagement, navigate partnership negotiations, and measure influencer ROI using AI-powered analytics tools. The course emphasizes ethical collaboration practices, FTC compliance, authentic relationship building, and the strategic selection of influencer types based on campaign objectives and budget constraints.