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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Influencer-Brand Partnership Strategies

Influencer marketing is shifting from “wild west” experimentation to data-driven strategy. This course teaches students how to navigate the complex relationship between brands and creators. The curriculum covers the entire partnership lifecycle: identifying the right creators, negotiating contracts, ensuring FTC/regulatory compliance, and measuring campaign success beyond vanity metrics.

§ 01 By the end you can
  1. Differentiate between Nano, Micro, Macro, and Mega influencers and their utility
  2. Conduct "Influencer Vetting" to spot fake followers and engagement
  3. Draft compliant collaboration contracts and creative briefs
  4. Develop long-term "Ambassador Programs" vs. one-off shoutouts
  5. Measure campaign ROI using tracking links, promo codes, and sentiment analysis
§ 02 Sixteen sessions

The whole semester.

  1. 01The Influencer Marketing Landscape
  2. 02Identifying Talent: Brand Fit & Audience Match
  3. 03Vetting: Spotting Bots and Fake Engagement
  4. 04Outreach Strategy: How to DM & Email
  5. 05Negotiation: Rates, Rights, and Deliverables
  6. 06Contracts: Exclusivity & Whitelisting
  7. 07Gifting vs. Paid Partnerships
  8. 08 · MidtermMidterm Examination
  9. 09The Creative Brief: Balancing Freedom & Brand Safety
  10. 10Campaign Types: Unboxing, Tutorial, Takeover
  11. 11Affiliate Models & Performance Marketing
  12. 12Long-Term Ambassadorships
  13. 13Regulations: FTC Guidelines & #Ad Disclosures
  14. 14B2B Influencer Marketing
  15. 15Measuring Success: EMV (Earned Media Value)
  16. 16Final Project: The Influencer Campaign Strategy

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Influencer Campaign Strategy

How it’s judged

Recommended reading
  1. The Influencer Code by Amanda Russell
  2. Influencer Marketing for Dummies by Kristy Sammis
  3. One Million Followers by Brendan Kane
  4. Winfluence: Reframing Influencer Marketing to Ignite Your Brand by Jason Falls
  5. Age of Influence by Neal Schaffer
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