This course introduces students to the dynamic world of influencer marketing and digital content creation, equipping them with the strategic and creative skills needed to design impactful, content-led campaigns in the evolving creator economy. It covers essential frameworks, platform-specific strategies, and emerging tools that help brands engage audiences through authentic storytelling and influencer collaboration. Emphasizing the integration of influencer marketing within the broader digital marketing mix, the course prepares students to plan, execute, and measure content-driven strategies across platforms like TikTok, Instagram, and YouTube. The course combines theoretical foundations with practical applications through case studies, campaign simulations, and real-world tools.
 

Topical coverage includes: influencer identification and partnership models; content strategy, storytelling, and platform-specific trends; audience engagement and campaign management; performance metrics and analytics; SEO and AI-driven content optimization; and ethical considerations in influencer-brand collaborations. 

Prerequisite: MKT201 Introduction to Marketing