Personal Branding and Influencer Marketing.

Catalog description

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MKTG 301 or MKTG 335 . Enrollment is restricted to students who have completed at least 54 credit hours (junior standing). Throughout history, influential individuals have shaped thought and behavior in politics, religion, business, even interpersonal relationships. With digital media, social influence has expanded beyond traditional authority figures. Modern influencers include subject-matter experts (from scientists to non-credentialed bloggers), social media stars, and live streamers. In this course, students learn not only how to work with influencers — including identifying, analyzing, approaching, managing and measuring them — but also how to build a personal brand and apply the principles of influence, whether for themselves or others.