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Programme

Influencer Marketing: Understanding the Art and Science (Online)

Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others and not necessarily by marketers. Thus, interpersonal communication between and among consumers serves as a potent path for influence. By 2022, marketing managers are expected to spend $15 billion on influencer marketing, a marketing technique in which companies partner with people with specialized knowledge, expertise, authority, social position, and/or personal relationships with customers. Marketing teams co-produce marketing messages with these individuals to promote their brands. Our programme intends to shed light on this process. We will help executives:


 

  • Understand and utilize influencer marketing techniques.
  • Choose the right influencers.
  • Measure the effectiveness and return-on-investment of influencer marketing.
  • Integrate influencer marketing programme with other channels of communication

 

Programme Schedule

 

The programme will be delivered in a Live Online format over the Zoom platform.

 

Programme Dates: July 16 - August 14, 2022

Session Days: Saturday & Sunday

Session Timings: 2:30 p.m. – 5:30 p.m. (as per IST)

Week 1

Week 2

Week 3

Week 4

Week 5

July 16

 (Saturday)

July 23

 (Saturday)

July 30

 (Saturday)

August 6

 (Saturday)

August 13

(Saturday)

July 17

(Sunday)

July 24

(Sunday)

July 31

 (Sunday)

August 7

 (Sunday)

August 14

(Sunday)

 

For more information or any questions, contact Mustafa Burhani: mustafa-exed@iima.ac.in | +91 87588 00387

We intend to train marketers to become better decision-makers by:

 

  • Discussing the various roles that influencers play for marketers.
  • Categorizing different types of influencers and understanding when to use whom.
  • Explaining the social-psychological processes that make interpersonal influence work.
  • Providing guidelines on how to identify people with influence that maybe suitable for your brand.
  • Discussing the opportunities and challenges related to measuring influencers' performance and assessing the costs and return-on-investment of influencer marketing programs.

The programme consists of four modules:

 

Module 1: Understanding Influencer Marketing

  • What is Influencer Marketing?
  • Who are influencers and what are the types of influencers?
  • Gains of running an influencer campaign
  • Influencer marketing for different product types (B2C, D2C, B2B, Government)

 

Module 2: Running a Campaign 

  • Designing and executing an influencer campaign
  • Influencer campaign as part of integrated marketing communication strategy
  • Following ASCI mandated rules and regulations
  • Conveying credible messages and maintaining brand authenticity

 

Module 3: AI and Influencer Marketing

  • Machine Learning and Influencer Marketing
  • Influencers in social networks
  • Computer Vision, Deep learning, and Influencer Marketing

 

Module 4: ROI, Risks and Limitations of Influencer Marketing

  • The key metrics involved in assessing an influencer marketing strategy 
  • How to measure the marketing effectiveness of influencers?
  • Risks and limitations of influencer marketing 

The course is for entry and mid-level marketing managers and entrepreneurs who are either leveraging influencers for their marketing or wish to use influencer marketing in the future.

 

Prior marketing experience is not needed.

We will draw on a mix of research findings, cases, and hands-on exercises to deliver the course.

Faculty Chair(s)
Profile image
Akshaya Vijayalakshmi

Profile image
Amit Karna

Introduction

Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others and not necessarily by marketers. Thus, interpersonal communication between and among consumers serves as a potent path for influence. By 2022, marketing managers are expected to spend $15 billion on influencer marketing, a marketing technique in which companies partner with people with specialized knowledge, expertise, authority, social position, and/or personal relationships with customers. Marketing teams co-produce marketing messages with these individuals to promote their brands. Our programme intends to shed light on this process. We will help executives:


 

  • Understand and utilize influencer marketing techniques.
  • Choose the right influencers.
  • Measure the effectiveness and return-on-investment of influencer marketing.
  • Integrate influencer marketing programme with other channels of communication

 

Programme Schedule

 

The programme will be delivered in a Live Online format over the Zoom platform.

 

Programme Dates: July 16 - August 14, 2022

Session Days: Saturday & Sunday

Session Timings: 2:30 p.m. – 5:30 p.m. (as per IST)

Week 1

Week 2

Week 3

Week 4

Week 5

July 16

 (Saturday)

July 23

 (Saturday)

July 30

 (Saturday)

August 6

 (Saturday)

August 13

(Saturday)

July 17

(Sunday)

July 24

(Sunday)

July 31

 (Sunday)

August 7

 (Sunday)

August 14

(Sunday)

 

For more information or any questions, contact Mustafa Burhani: mustafa-exed@iima.ac.in | +91 87588 00387

Objectives

We intend to train marketers to become better decision-makers by:

 

  • Discussing the various roles that influencers play for marketers.
  • Categorizing different types of influencers and understanding when to use whom.
  • Explaining the social-psychological processes that make interpersonal influence work.
  • Providing guidelines on how to identify people with influence that maybe suitable for your brand.
  • Discussing the opportunities and challenges related to measuring influencers' performance and assessing the costs and return-on-investment of influencer marketing programs.
Contents

The programme consists of four modules:

 

Module 1: Understanding Influencer Marketing

  • What is Influencer Marketing?
  • Who are influencers and what are the types of influencers?
  • Gains of running an influencer campaign
  • Influencer marketing for different product types (B2C, D2C, B2B, Government)

 

Module 2: Running a Campaign 

  • Designing and executing an influencer campaign
  • Influencer campaign as part of integrated marketing communication strategy
  • Following ASCI mandated rules and regulations
  • Conveying credible messages and maintaining brand authenticity

 

Module 3: AI and Influencer Marketing

  • Machine Learning and Influencer Marketing
  • Influencers in social networks
  • Computer Vision, Deep learning, and Influencer Marketing

 

Module 4: ROI, Risks and Limitations of Influencer Marketing

  • The key metrics involved in assessing an influencer marketing strategy 
  • How to measure the marketing effectiveness of influencers?
  • Risks and limitations of influencer marketing 
Participants' Profile

The course is for entry and mid-level marketing managers and entrepreneurs who are either leveraging influencers for their marketing or wish to use influencer marketing in the future.

 

Prior marketing experience is not needed.

Pedagogy

We will draw on a mix of research findings, cases, and hands-on exercises to deliver the course.

Faculty Chair
Profile image
Akshaya Vijayalakshmi

Profile image
Amit Karna

Dates

16 Jul 2022

to

14 Aug 2022

Duration

30 Days

Programme
Fees

INR 1,00,000

Plus 18% GST

Application Deadline

08 Jul 2022

Early Bird
Fees

INR 93,000

Plus 18% GST

Early Bird Deadline

01 Jan 1970

Registration closed

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