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

Influencer Marketing and Creator Economy

This course professionalizes the “Wild West” of digital talent. It examines the massive shift from traditional celebrity endorsements to the decentralized “Creator Economy.” Students will learn to navigate the ecosystem from both sides: as marketers hiring talent and as creators building sustainable businesses. The curriculum covers vetting, contract negotiation, monetization models (subscriptions, merch, affiliate), and the metrics that define success.

§ 01 By the end you can
  1. Analyze the economic structure of the Creator Economy (Ad revenue vs. Direct support)
  2. Develop rigorous "Vetting Protocols" to identify authentic influence and spot fraud
  3. Draft compliant creative briefs and legal contracts (Rights usage/Exclusivity)
  4. Execute multi-tiered campaigns: Nano-influencers for content, Macro for reach
  5. Measure campaign ROI using EMV (Earned Media Value) and conversion tracking
§ 02 Sixteen sessions

The whole semester.

  1. 01The Shift: From "Influencer" to "Creator"
  2. 02The Ecosystem: Platforms & Revenue Streams
  3. 03Identifying Talent: Audience Fit & Authenticity
  4. 04Vetting: Detecting Bots and Engagement Pods
  5. 05Outreach Strategy: The Art of the Pitch
  6. 06Monetization I: Brand Deals & Sponsorships
  7. 07Monetization II: Creator Funds & Tipping
  8. 08 · MidtermMidterm Examination
  9. 09The Creative Brief: Balancing Control & Freedom
  10. 10Negotiation Strategy: Rates & Deliverables
  11. 11Contracts & Legal: FTC Guidelines & Rights
  12. 12Performance Marketing: Affiliate & Codes
  13. 13B2B Influencer Marketing (LinkedIn)
  14. 14The Creator Tech Stack: Tools & Analytics
  15. 15Whitelisting: Running Ads through Creators
  16. 16Final Project: The End-to-End 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 End-to-End Campaign Strategy

How it’s judged

Recommended reading
  1. The Influencer Code by Amanda Russell
  2. The Age of Influence by Neal Schaffer
  3. Influencer Marketing for Dummies by Kristy Sammis
  4. One Million Followers by Brendan Kane
  5. Creator Economy: The Future of Media (Industry Whitepapers/Reports)
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