Veidlapa Nr. M-3 (8)

Course Description Status: Approved

Course Description Version: 25/26.R.4.00

Description Period: 2025./26 academic year rudens semestris

Study Course Accepted: -

Study Course Description

Introduction to Influencer Marketing

Main Study Course Information

Course Code
KF_043
Branch of Science
Media and communications
ECTS
3.00
Target Audience
Information and Communication Science
LQF
Level 6
Study Type And Form
Full-Time; Part-Time

Study Course Implementer

Course Supervisor
Ruta Siliņa
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts

Dzirciema street 16, Rīga, szf@rsu.lv

About Study Course

Objective

Introduce students to the growing field of marketing and communication – influencer marketing: its core principles, theoretical base, and application in practice. At the end of the course, students should be able to develop in groups and defend influencer campaign to an imaginary client. Successful completion of the course will give students practical skills in influencer marketing and prepare for the labor market.

Preliminary Knowledge

Understanding of communication and/or media theories. Personal experience as social medial user, e.g. Instagram, YouTube or TikTok.

Learning Outcomes

Knowledge

1.• Theoretical understanding of the modern influencer marketing and its driving forces; • Structure of modern influencer campaign • Strategies implemented in influencer marketing • Tactical solutions employed in influencer marketing • Ethical principles and code of conduct in influencer marketing

Skills

1.After completing the course, the student will have mastered the soft skills: • work in a group; • create a presentation for potential clients; • work with potential clients. After completing the course, the student will have acquired the hard skills: • will be able to work with influencer search and analysis platforms; • will be able to shortlist influencers for a potential campaign.

Competences

1.The student will be able to: • Evaluate real-life influencer campaigns and identify best practices; • Create small influencer campaigns from scratch; • Understand client information about influencer campaigns.

Assessment

Individual work

Title
% from total grade
Grade
1.

Individual work
-
-
The final mark depends on active participation at classes, active listening at lectures, practical tasks and the exam – group presentation.

Examination

Title
% from total grade
Grade
1.

Examination
-
10 points

• Participation at lectures (10%) • 1st assignment: individual short list development of suitable influencers (10%) • 2nd cassignment: group presentation of a real-life influencer campaign analysis (30%) • 3rd and 4th assignment: group presentation of the influencer campaign (50%)

Study Course Theme Plan

FULL-TIME
Part 1

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Introduction to the course and its structure. Overview of the contents and evaluation process. Definition of the final exam work. Student division into groups. Introduction to influencer marketing industry in Latvia and the world.

  1. Lecture

Modality
Location
Contact hours
On site
Study room
2

Topics

Introduction to the course and its structure. Overview of the contents and evaluation process. Definition of the final exam work. Student division into groups. Introduction to influencer marketing industry in Latvia and the world.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Theoretical base of the influencer marketing. Its history, development, main mechanics. Difference between content creators and influencers. Influencer marketing industry’s stake holder ethical codes and responsibilities.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Workshop: defining target audiences and finding matching influencers. Work with different tools and platform, that help to explore influencers. The outcome should be a short list if influencer based on a given target audience.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Influencer marketing as a part of 360 communication. Its role and integration in private and public sectators. Best practices and various strategies.

  1. Lecture

Modality
Location
Contact hours
On site
Study room
2

Topics

Influencer marketing as a part of 360 communication. Its role and integration in private and public sectators. Best practices and various strategies.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Influencer campaign’s core principles and building blocks: business and marketing objectives, brand and target audience problems, campaign messages and tactical solutions. Defining KPIs, work with client.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Analyzing influencers campaign of choice in Latvian or home country. World best practices and local experience. The outcome should be a group presentation that deconstructs a campaign of choice and gives it an outside evaluation.

  1. Lecture

Modality
Location
Contact hours
On site
Study room
2

Topics

Guest lecture of award-winning influencer marketing campaign builder: theory meets practice. Finding an insight. Real life case-study.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Guest lecture of award-winning influencer marketing campaign builder: theory meets practice. Finding an insight. Real life case-study.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Briefing of the influencer campaign for the imaginary client. Detailed assignment for the final work. Q&A session with the students of course material.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

1st part Group presentation of the influencer campaign to the imaginary client and feedback

  1. Class/Seminar

Modality
Location
Contact hours
On site
Study room
2

Topics

1st part Group presentation of the influencer campaign to the imaginary client and feedback

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

2nd part Group presentation of the influencer campaign to the imaginary client and feedback

  1. Class/Seminar

Modality
Location
Contact hours
On site
Study room
2

Topics

2nd part Group presentation of the influencer campaign to the imaginary client and feedback
Total ECTS (Creditpoints):
3.00
Contact hours:
30 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1

  1. Lecture

Modality
Location
Contact hours
On site
Study room
2

Topics

Introduction to the course and its structure. Overview of the contents and evaluation process. Definition of the final exam work. Student division into groups. Introduction to influencer marketing industry in Latvia and the world.
Theoretical base of the influencer marketing. Its history, development, main mechanics. Difference between content creators and influencers. Influencer marketing industry’s stake holder ethical codes and responsibilities.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Study room
2

Topics

Workshop: defining target audiences and finding matching influencers. Work with different tools and platform, that help to explore influencers. The outcome should be a short list if influencer based on a given target audience.

  1. Lecture

Modality
Location
Contact hours
On site
Study room
2

Topics

Influencer marketing as a part of 360 communication. Its role and integration in private and public sectators. Best practices and various strategies.
Influencer campaign’s core principles and building blocks: business and marketing objectives, brand and target audience problems, campaign messages and tactical solutions. Defining KPIs, work with client.

  1. Lecture

Modality
Location
Contact hours
On site
Study room
2

Topics

Analyzing influencers campaign of choice in Latvian or home country. World best practices and local experience. The outcome should be a group presentation that deconstructs a campaign of choice and gives it an outside evaluation.

  1. Lecture

Modality
Location
Contact hours
On site
Study room
2

Topics

Guest lecture of award-winning influencer marketing campaign builder: theory meets practice. Finding an insight. Real life case-study.

  1. Lecture

Modality
Location
Contact hours
On site
Study room
2

Topics

Briefing of the influencer campaign for the imaginary client. Detailed assignment for the final work. Q&A session with the students of course material.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Study room
2

Topics

1st part Group presentation of the influencer campaign to the imaginary client and feedback

  1. Class/Seminar

Modality
Location
Contact hours
On site
Study room
2

Topics

2nd part Group presentation of the influencer campaign to the imaginary client and feedback
Total ECTS (Creditpoints):
3.00
Contact hours:
16 Academic Hours
Final Examination:
Exam

Bibliography

Required Reading

1.

Cox B. (2022). How To Be Internet Famous: The #1 Social Media Marketing Book On 'How To Go Viral' and Build a Powerful Personal Brand For Social Media InfluencersSuitable for English stream

Additional Reading

1.

Preace J. (2023). Social Media Marketing 2023: 4 BOOKS IN 1 - Social Media for Beginners, Instagram Marketing to Become an Influencer, Facebook Advertising, Google AdWords (Analytics, SEO and ADS for Your Business)Suitable for English stream

2.

Philips H. (2021). Instagram Marketing Secrets: From Zero to One Hundred Thousand Followers. Practical and Quick Guide with Strategies and Techniques to Become a "Real" Influencer and Get Noticed on InstagramSuitable for English stream