(in Polish) Influencer Marketing

Today's businesses often have a presence on social media, but their reach is inadequate and their target groups inadequately defined. In such situations, many brands establish partnerships with influencers, i.e. individual creators who exert influence on society and their surroundings. Influencer marketing is based on working with such individuals who can undertake a variety of activities to promote the brand and its products.

The issues discussed during the course will concern:

I. Influencer marketing in theory:

a. Genesis of influencer marketing - why are influencers popular?

b. Influencer marketing in numbers - effectiveness and trends

c. From a nanoinfluencer to a celebrity - types of influencers

d. Benefits of influencer marketing

e. Generation Z vs influencers

II. Influencer marketing in practice - a campaign in 10 steps

III. SEO vs influencer marketing

IV. Content marketing vs influencer marketing

V. Event marketing and influencers

VI. CSR campaigns and influencers

VII. Influencer marketing in the global market

VIII. Best practices. Long-term cooperation with influencers

IX. Crises in influencer marketing

X. Case study

The course is an introduction to the subject of promotional campaigns involving influencers, i.e. opinion leaders, most often those who run social media profiles, popular YouTube channels or widely read blogs.

The course is supposed to:

1/ present the basic concepts used in influencer marketing

2/ indicate the forms of influencer marketing, the ways of practicing it, the tools and techniques used,

3/ present the applications of influencer marketing in marketing and public relations activities.

References to influencer marketing practice from Poland and other countries will serve to familiarize participants with the tasks performed by social media consultants, marketing campaigns and influencers, the roles they fulfill and the principles of cooperation with other specialists and departments in institutions. This will help students better understand the position and tasks of the discipline in modern communication and management.

After completing the course, students:

Knowledge

Is knowledgeable about the stages of building an influencer marketing campaign and its current status. Understands influencer marketing terms and has an understanding of the tools and techniques used in influencer marketing.

Skills

Students can analyze, according to the latest trends, marketing messages, analyze influencer profiles. They know the creative techniques leading to marketing campaigns and the basic stages of its implementation.

Other competences

Students can critically approach influencer marketing as an ambiguous area of contemporary organizational practices.

The class ends with a pass/fail grade. Due to the comprehensive nature of the course and the importance of the issues discussed, attendance is recommended, and frequent missed classes may result in failure to pass the course. Students will be evaluated on the basis of attendance in class, activity in discussions and prepared presentation.

1. Timely and substantive preparation of the presentation by the due date

2. An important criterion will be class attendance and activity in discussions, recorded on an ongoing basis by the instructor.

The weight of the various elements will be as follows:

- class attendance and activity/participation in discussions - 15%,

- preparation of a pass presentation - 75%.