Influencer Marketing Strategy for Brands
offered by Northwestern University

Private University
240 acre campus
Estd. 1851

Influencer Marketing Strategy for Brands
at
Northwestern University
Overview

Using social influence to build brands and drive growth

Duration	8 weeks
Total fee	₹1.68 Lakh
Mode of learning	Online
Course Level	UG Certificate

Influencer Marketing Strategy for Brands
at
Northwestern University
Highlights

Earn a certificate from the Northwestern Kellogg
Hands-on experience with real-world data sets and advanced analytics tools for making more strategic, profitable decisions
Learn from Capstone Projects
Live and recorded sessions with program faculty
Featured expert guest speakers
Global peer network of collaborators

Influencer Marketing Strategy for Brands
at
Northwestern University
Course details

Skills you will learn

Marketing C Digital marketing Advertising

Who should do this course?

For Marketers, brand managers and media managers from every industry interested in learning how to use social influence to build brands and drive growth

What are the course deliverables?

An understanding of how predictive models work and which variables matter most for addressing the problems you are trying to solve and achieving your business goals
The confidence to engage in more productive conversations with data analysts and ask the right questions to drive enterprise-wide impact
Knowledge of the most common machine learning methods and how they are used to improve marketing models
The ability to leverage historical data to train and retrain models so that they are highly functional to grow your marketing effectiveness and your business

More about this course

In this hyper-fragmented, noisy world, one major lever for brand growth lies in creating authentic partnerships with influencers who have the power to persuade target audience
Join the experts from Kellogg Executive Education's Influencer Marketing Strategy program to create an end-to-end influencer game plan that will set the business apart

Influencer Marketing Strategy for Brands
at
Northwestern University
Curriculum

Module 1: Introduction to Influencer Marketing: What It Is and What It Is Not

Recognize the importance of influencer marketing

Identify key misconceptions in influencer marketing

Differentiate between influencer marketing and social media advertising

Distinguish between attention and influence while marketing a product or service

Understand why influencer marketing matters for both B2B and B2C

Understand the different theories of influence and influencer marketing

Module 2: Understanding Influence and Influencers

Learn the history and rise of influencer marketing

Understand the nature of influence and ways of classifying influence

Weigh the pros and cons of different categories and types of influence

Understand the various ways influencer impact can be leveraged across the business

Module 3: Mapping Influencer Marketing to the Customer Journey

Learn the three-step influencer code as a strategic framework for successful influencer marketing

Differentiate between goals and objectives and the strategy to achieve the ultimate goal

Leverage the SMART framework to create an objective that supports the ultimate marketing goal

Map the customer journey as it relates to influencer interactions

Apply the 3Bs framework to analyze influencer marketing campaigns (brand, buzz, and behavior)

Module 4: Understanding the Target Audience

Analyze ways to understand the target audience using the BAM (Behaviors and Motivations) approach

Identify the basic principles of social listening platforms

Understand relevant metrics of influence for measuring social influence

Learn the steps for implementing social listening and social influence tools

Module 5: Identifying Relevant Influencers

Understand the different methods for finding influencers

Learn the importance of observing influencers

Understand the five-factor framework for selecting a potential influencer

Leverage the five factors to evaluate the effectiveness of an influencer

Evaluate and deconstruct the concept of "fake influence" in marketing

Module 6: Engaging Influencers and Creating Brand Ambassadors

Identify what brand ambassadors are and their role in marketing a product or service

Understand why engaging with an influencer can be challenging

Learn how to convert an 'ask-into an opportunity

Analyze the value proposition for the brand and for the influencer

Understand best practices for engaging influencers

Module 7: Structuring Relationships with Influencers: Agreements and Contracts

Understand why influencer agreements are so critical -

Learn how to create an influencer agreement for a campaign or partnership -

Learn the elements of an influencer agreement and the partnership agreement that will set up an influencer relationship for success

Module 8: Monitoring Performance and Measuring Success

Learn why measurement is one of the biggest challenges in influencer marketing

Identify common mistakes in measurement and reporting

Apply the High-Impact Influencer Marketing (HIIM) model for influencer marketing

Utilize three questions to create a compelling results narrative

Predict the future of influencer marketing, from technology to the future of influencer/brand relationships

Influencer Marketing Strategy for Brands
at
Northwestern University
Faculty details

Mohanbir Sawhney

Prof. Sawhney is a globally recognized scholar, teacher, consultant and speaker in business innovation, modern marketing, and Artificial Intelligence applications in business. Prof. Sawhney has written seven management books as well as dozens of influential articles in leading academic journals and managerial publications.