UNIVERSITY OF LODZ - Central Authentication System

Influencer Marketing

General data

Course ID:	0800-DINZAN
Erasmus code / ISCED:	(unknown) / (0410) Business and administration, not further defined The ISCED (International Standard Classification of Education) code has been designed by UNESCO.
Course title:	Influencer Marketing
Name in Polish:	Influencer Marketing
Organizational unit:	Faculty of Management
Course groups:
ECTS credit allocation (and other scores):	0 OR 3.00 (depends on study program) Basic information on ECTS credits allocation principles: the annual hourly workload of the student’s work required to achieve the expected learning outcomes for a given stage is 1500-1800h, corresponding to 60 ECTS; the student’s weekly hourly workload is 45 h; 1 ECTS point corresponds to 25-30 hours of student work needed to achieve the assumed learning outcomes; weekly student workload necessary to achieve the assumed learning outcomes allows to obtain 1.5 ECTS; work required to pass the course, which has been assigned 3 ECTS, constitutes 10% of the semester student load. view allocation of credits
Language:	English
(in Polish) Forma studiów:	(in Polish) stacjonarne
Prerequisits:	none
Short description:	This course explores influencer marketing, focusing on key strategies, tools, and metrics for successful campaigns. Students will learn to collaborate with influencers, create impactful content, and align campaigns with brand goals. Using real-world case studies and hands-on exercises, they will gain practical skills to plan and execute influencer strategies across sectors. The course covers audience analysis, influencer selection, relationship management, KPI setting, and performance measurement. By the end, students will be ready to integrate influencer marketing into broader strategies and assess ROI effectively.
Full description:	This course explores influencer marketing, focusing on key strategies, tools, and metrics for successful campaigns. Students will learn to collaborate with influencers, create impactful content, and align campaigns with brand goals. Using real-world case studies and hands-on exercises, they will gain practical skills to plan and execute influencer strategies across sectors. The course covers audience analysis, influencer selection, relationship management, KPI setting, and performance measurement. By the end, students will be ready to integrate influencer marketing into broader strategies and assess ROI effectively.
Learning outcomes:	Knowlege He knows how to operate in the space of social media in are of influencer marketing without breaking the rules of ethics and legal norms Has knowledge of the role of cyber security in activities undertaken in the Internet space by the Influencers and companies, with particular emphasis on social media Skills In a skillful and flexible way, he communicates with the participants of the social media space using influencer marketing, making cooperation in their field highly professional Demonstrates the ability to work as a team in the space of influencer marketing, guided by the principle of respecting colleagues and coworkers, their principles and differences in approach to the topics taken. Social competence Ethical activities are the priority of his actions and it is for him the basis for functioning in the space of social media

Classes in period "Summer Semester 2026/2027" (future)

Time span:	2027-02-15 - 2027-09-30	Selected timetable range: weekly course term Go to timetable
Type of class:	Lecture, 30 hours more information
Coordinators:	(unknown)
Group instructors:	(unknown)
Students list:	(inaccessible to you)
Credit:	Course - (in Polish) Ocena zgodna z regulaminem studiów Lecture - (in Polish) Ocena zgodna z regulaminem studiów
(in Polish) Czy ECTS?:	(in Polish) T
(in Polish) Czy IRK BWZ?:	(in Polish) T

Classes in period "Summer Semester 2025/2026" (in progress)

Time span:	2026-02-23 - 2026-09-30	Selected timetable range: weekly course term Go to timetable MO TU W TH FR W
Type of class:	Lecture, 30 hours more information
Coordinators:	Kinga Stopczyńska
Group instructors:	Kinga Stopczyńska
Students list:	(inaccessible to you)
Credit:	Course - (in Polish) Ocena zgodna z regulaminem studiów Lecture - (in Polish) Ocena zgodna z regulaminem studiów
(in Polish) Czy ECTS?:	(in Polish) T
Additional Information:	none
(in Polish) Czy IRK BWZ?:	(in Polish) T
Teaching Method:	Lecture Search methods \| Practice method Search methods \| Problem method Search methods \| Project method Search methods \| Situation method Search methods \| case study Exposing methods \| Show Exposing methods \| Simulation (simulation game) Expository method \| Information lecture Expository method \| Discussion lecture Expository method \| Problem lecture
Method and Criteria of Assessment:	FINAL GRADE FOR THE SUBJECT is determined according to the algorithm: Grade for "Lecture" grade * 100.00 % Additional requirements to pass the subject: None Grade for "Lecture" is determined on the basis of results of the following components of passing requirements: Assignment / practical tasks - 100.00% Grade for "Lecture" is determined according to the following point scale: Below 60.00% - grade 2 60.00% and more - grade 3 70.00% and more - grade 3,5 80.00% and more - grade 4 85.00% and more - grade 4,5 90.00% and more - grade 5 Additional requirements to pass the form: None
Course Content:	Lecture Fundamentals of Influencer Marketing Topics Covered: Definition and history of influencer marketing. Evolution from traditional to digital and influencer marketing. Key differences and synergies with traditional marketing. Types of influencers (nano, micro, macro, mega). Overview of major platforms (Instagram, TikTok, YouTube, etc.). Module 2: Crafting an Influencer Marketing Strategy Topics Covered: Defining campaign goals and target audiences. Influencer selection criteria: brand fit, audience alignment, credibility. Different types of collaborations (sponsored posts, partnerships, takeovers). Choosing the right influencers based on objectives and budget.tions. Building authentic relationships with influencers. Module 3: Influencer Relationship Management Topics Covered: Building and nurturing relationships with influencers. Communicating campaign expectations and brand guidelines. Negotiating terms, deliverables, and influencer contracts. Managing influencer communications, feedback, and revisions. Platform-specific best practices for content. Module 4: Content Creation and Campaign Planning Topics Covered: Types of influencer content and platform-specific content strategies. Balancing brand message with influencer’s creative freedom. Timeline and resource planning for campaign execution. Content review and approval processes. Module 5: Executing an Influencer Marketing Campaign Topics Covered: Campaign launch, monitoring, and live adjustments. Managing budgets and expenses. Leveraging project management tools for campaign coordination. Real-time adjustments based on campaign performance. Module 6: Analyzing and Measuring Campaign Success Topics Covered: Key performance indicators (KPIs) in influencer marketing (engagement, reach, conversion). Analytical tools and metrics for different platforms. Calculating ROI and evaluating the impact on brand objectives. Report creation and interpretation of campaign insights. Module 7: Ethics, Legal Considerations, and Future Trends Topics Covered: Legal and ethical guidelines for influencer marketing (disclosures, compliance). Transparency, authenticity, and ethical issues in influencer relationships. Trends and innovations in influencer marketing (AI influencers, AR campaigns). Sustainable and responsible practices in influencer marketing.
Bibliography:	Basic literature materials prepared by lecturer

Classes in period "Summer Semester 2024/2025" (past)

Time span:	2025-03-03 - 2025-09-30	Selected timetable range: weekly course term Go to timetable MO TU W W TH FR
Type of class:	Lecture, 30 hours more information
Coordinators:	Kinga Stopczyńska
Group instructors:	Kinga Stopczyńska
Students list:	(inaccessible to you)
Credit:	Course - (in Polish) Ocena zgodna z regulaminem studiów Lecture - (in Polish) Ocena zgodna z regulaminem studiów
(in Polish) Czy ECTS?:	(in Polish) T
(in Polish) Czy IRK BWZ?:	(in Polish) T
Teaching Method:	Lecture Search methods \| Practice method Search methods \| Problem method Search methods \| Project method Search methods \| Situation method Search methods \| case study
Method and Criteria of Assessment:	FINAL GRADE FOR THE SUBJECT is determined according to the algorithm: Grade for "Lecture" grade * 100.00 % Additional requirements to pass the subject: None Grade for "Lecture" is determined on the basis of results of the following components of passing requirements: Assignment / practical tasks - 100.00% Grade for "Lecture" is determined according to the following point scale: Below 60.00% - grade 2 60.00% and more - grade 3 70.00% and more - grade 3,5 80.00% and more - grade 4 85.00% and more - grade 4,5 90.00% and more - grade 5 Additional requirements to pass the form: None
Course Content:	Lecture Social changes in the era of new media development Characteristic features of the information society Analysis of the generations of the information society New Media A customer in the age of new media The essence of influencer marketing Typology of influencers
Bibliography:	Basic literature materials prepared by lecturer

Course descriptions are protected by copyright.
Copyright by UNIVERSITY OF LODZ.