Teaching Responsibility

LJMU Schools involved in Delivery:

LJMU Partner Taught

Learning Methods

Lecture

Online

Seminar

Module Offerings

7520ECBM-JAN-PAR

Aims

To equip students with a range of skills to critically evaluate and develop influencer marketing strategies including the assessment of how brands operate in a global environment. To enable students to successfully engage in influencer marketing and use mentoring facilities to experience this in a practical and academic context.

Learning Outcomes

1.
Critically analyse and evaluate the key theoretical concepts of influencer marketing within the context of integrated marketing communications
2.
Critically diagnose the needs and strategies of chosen sectoral firms and evaluate goals for an influencer marketing campaign
3.
Critically analyse influencer archetypes and determine how to collaborate in order to create content and/or product
4.
Critically evaluate the aspects of measurement of influencer campaigns

Module Content

Outline Syllabus:The context of influencer marketing within the scope of integrated marketing communications The different relevant industrial sectors/categories: e.g. health and fitness, premium fashion, plus-size fashion, activewear Understanding influence goal setting and planning; influencer archetypes; measurements of success Collaborating to create content (co-creation) and collaborative product development The central importance of brand authenticity and personal branding
Additional Information:This module aims to equip the learner with a range of skills to critically evaluate and develop influencer marketing strategies. There will be a series of directed tasks to prepare the learner for the seminars and lectures. These will synthesise the disciplines of integrated marketing communications so that influencer marketing is seen within this envelope of study. There is a connection to what is commonly referred to as ‘digital’ marketing, but this module emphasises the unique and vital importance of influencer marketing in the area of fashion and media business. This means that students will be given the opportunity to have access to personal mentors who will enable them to understand and draw down experience and guidance from the real world of influencer marketing. Mentors from industry will provide an industry -level perspective on student work, but not be involved in teaching or assessment.

Assessments

Report

Essay