Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| INFLUENCER MARKETING | ITF3215567 | Spring Semester | 3+0 | 3 | 5 |
| Course Program | Çarşamba 08:00-08:45 Çarşamba 09:00-09:45 Çarşamba 10:00-10:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Fatih PINARBAŞI |
| Name of Lecturer(s) | Lect.Dr. Kevser Zeynep MERAL |
| Assistant(s) | |
| Aim | Influencers are opinion leaders, celebrities, content creators, and a new communication medium that connects brands with diverse audiences. The course investigates how influencers build audiences, collaborate with brands, shape trust and engagement, and operate as a contemporary marketing profession. Students learn the basics of influencer marketing, analyze real campaigns, evaluate source, content, audience, ethical, and regulatory factors, and design an influencer strategy in response to an imaginary brief. |
| Course Content | This course contains; Introduction to the course and meeting with students,Introduction of the syllabus and course requirements,Introduction to Influencers: basics, history, and concept evolution; in-class activity: If I Were an Influencer reflection,Personal/Human Brand: personal brand, brand persona, unique selling proposition; in-class activity: personal SWOT analysis,Conceptualization of Influencers: opinion leaders, celebrity, internet fame, brand ambassador, content creator, influencer; in-class activity: influencer category reflection,Social Media Affordances: platforms, algorithms, trends, and culture; in-class activity: platform selection for campaign cases,Campaign Execution and Management: influencer advertising, influencer relations, and influencer marketing,Influencer marketing dynamics: the roles of social engagement, trust, and influence; in-class activity: sponsored vs. organic post analysis,Key terms in marketing and advertising: target audience, WOM, objectives, KPIs, and customer journey; in-class activity: customer journey outline,Types of Influencers: categorizations, influencer awards, future trends, virtual influencers, AI/VR; in-class activity: virtual vs. human influencer comparison,Source, Content, and Audience Factors: credibility, attractiveness, identification, follower size, sincerity, ad recognition, creativity, uses and gratifications, parasocial relationship, demographics,Netiquette and Ethics: sponsorship disclosures, regulations, and their effects; in class activity: social media ethics codebook or controversy analysis,Campaign strategy workshop and wrap-up: brief interpretation, influencer selection, KPI alignment, and feedback,Project presentations and course review. |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| 1. Will be able to explain influencer marketing and the conceptual boundaries of influencers. | 10, 13, 16, 9 | A, C, E, G |
| 1.1. Define influencer, opinion leader, celebrity, content creator, and brand ambassador. | 10, 13, 16, 9 | A, C, E, G |
| 1.2. Explain the historical development and current role of influencers as a communication medium. | 10, 13, 16, 9 | A, C, E, G |
| 1.3. Distinguish influencer advertising, influencer relations, and influencer marketing. | 10, 13, 16, 9 | A, C, E, G |
| 2. Will be able to analyze personal brands and social media platform affordances. | 10, 13, 16, 9 | A, C, E, G |
| 2.1. Explain personal/human brand, brand persona, and unique selling proposition. | 10, 13, 16, 9 | A, C, E, G |
| 2.2. Evaluate platforms, algorithms, trends, and culture for influencer campaign decisions. | 10, 13, 16, 9 | A, C, E, G |
| 2.3. Match campaign objectives with suitable platforms, audiences, and influencer profiles. | 10, 13, 16, 9 | A, C, E, G |
| 3. Will be able to design and evaluate influencer campaign strategies. | 10, 13, 16, 9 | A, C, E, G |
| 3.1. Identify target audiences, WOM dynamics, objectives, KPIs, and customer journey stages. | 10, 13, 16, 9 | A, C, E, G |
| 3.2. Analyze sponsored and organic influencer posts in terms of trust and engagement. | 10, 13, 16, 9 | A, C, E, G |
| 3.3. Develop a brief-based influencer marketing strategy and present it persuasively. | 10, 13, 16, 9 | A, C, E, G |
| 4. Will be able to assess source, content, and audience factors in influencer communication. | 10, 13, 16, 9 | A, C, E, G |
| 4.1. Apply source credibility, source attractiveness, identification, sincerity, and follower-size concepts. | 10, 13, 16, 9 | A, C, E, G |
| 4.2. Evaluate ad recognition, creativity, content creation, and informative/entertaining message value. | 10, 13, 16, 9 | A, C, E, G |
| 4.3. Explain parasocial relationship, audience susceptibility, and demographic differences. | 10, 13, 16, 9 | A, C, E, G |
| 5. Will be able to classify influencer types and interpret emerging trends. | 10, 13, 16, 9 | A, C, E, G |
| 5.1. Compare influencer categories according to role, niche, reach, and audience fit. | 10, 13, 16, 9 | A, C, E, G |
| 5.2. Discuss influencer awards, virtual influencers, AI/VR practices, and future trends. | 10, 13, 16, 9 | A, C, E, G |
| 5.3. Evaluate authenticity, relatability, brand safety, and campaign fit. | 10, 13, 16, 9 | A, C, E, G |
| 6. Will be able to apply ethical and legal principles to influencer marketing practice. | 10, 13, 16, 9 | A, C, E, G |
| 6.1. Interpret sponsorship disclosures, transparency rules, and platform/community norms. | 10, 13, 16, 9 | A, C, E, G |
| 6.2. Prepare a social media ethics codebook for influencer-brand collaborations. | 10, 13, 16, 9 | A, C, E, G |
| 6.3. Critique influencer controversies and propose responsible alternatives. | 10, 13, 16, 9 | A, C, E, G |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam, E: Homework, G: Quiz |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to the course and meeting with students | |
| 2 | Introduction of the syllabus and course requirements | |
| 3 | Introduction to Influencers: basics, history, and concept evolution; in-class activity: If I Were an Influencer reflection | |
| 4 | Personal/Human Brand: personal brand, brand persona, unique selling proposition; in-class activity: personal SWOT analysis | |
| 5 | Conceptualization of Influencers: opinion leaders, celebrity, internet fame, brand ambassador, content creator, influencer; in-class activity: influencer category reflection | |
| 6 | Social Media Affordances: platforms, algorithms, trends, and culture; in-class activity: platform selection for campaign cases | |
| 7 | Campaign Execution and Management: influencer advertising, influencer relations, and influencer marketing | |
| 8 | Influencer marketing dynamics: the roles of social engagement, trust, and influence; in-class activity: sponsored vs. organic post analysis | |
| 9 | Key terms in marketing and advertising: target audience, WOM, objectives, KPIs, and customer journey; in-class activity: customer journey outline | |
| 10 | Types of Influencers: categorizations, influencer awards, future trends, virtual influencers, AI/VR; in-class activity: virtual vs. human influencer comparison | |
| 11 | Source, Content, and Audience Factors: credibility, attractiveness, identification, follower size, sincerity, ad recognition, creativity, uses and gratifications, parasocial relationship, demographics | |
| 12 | Netiquette and Ethics: sponsorship disclosures, regulations, and their effects; in class activity: social media ethics codebook or controversy analysis | |
| 13 | Campaign strategy workshop and wrap-up: brief interpretation, influencer selection, KPI alignment, and feedback | |
| 14 | Project presentations and course review |
| Resources |
| Cornwell, T. B. ve Katz, H. (2020). Influencer: The science behind swaying others. Routledge. Alvarez-Monzoncillo, J. M. (2023). The dynamics of influencer marketing: A multidisciplinary approach. Taylor & Francis. De Veirman, M., Cauberghe, V. ve Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising. Lou, C. ve Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising. Campbell, C. ve Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons. Federal Trade Commission. Disclosures 101 for Social Media Influencers. European Commission. Influencer Legal Hub. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Uluslararası ticaret ve finansman alanında teorik bilgileri tanımlar. | ||||||
| 2 | Uluslararası ticaret ve finansman alanında gerekli matematiksel ve istatistiki yöntemleri anlatır. | ||||||
| 3 | Uluslararası ticaret ve finansman alanında gerekli en az bir bilgisayar programı kullanır. | ||||||
| 4 | Uluslararası ticaret ve finansman alanında gerekli olan mesleki yabancı dil yeterliliğini gösterir. | ||||||
| 5 | Uluslararası ticaret ve finansman alanında projeler hazırlar ve takım çalışmalarını yönetir. | ||||||
| 6 | Mesleki alanda yaşam boyu öğrenmenin gerekliliği bilinciyle bilim ve teknolojideki gelişmeleri izleyerek kendini sürekli yenileyip edindiği bilgi ve becerileri eleştirel olarak değerlendirir. | ||||||
| 7 | Uluslararası ticaret ve finansman alanında teorik ve uygulamaya yönelik bilgileri kullanır | ||||||
| 8 | En az A1 düzeyinde bir yabancı dili kullanarak güncel teknolojileri takip eder, sözlü / yazılı iletişim kurar. | ||||||
| 9 | Örgüt / kurumsal, iş ve toplumsal etik değerlerini benimser ve kullanır. | ||||||
| 10 | Topluma hizmet duyarlılığı çerçevesinde, sosyal sorumluluk ilkelerini benimser ve gerektiğinde inisiyatif alır. | ||||||
| 11 | Disiplinler arası çalışmalar yürütebilmek için farklı disiplinlerde (ekonomi, finans, sosyoloji, hukuk, işletme) temel bilgileri ve verileri analiz ederek alanında kullanır. | ||||||
| 12 | Öğrenciler, küresel ticaret, ihracat-ithalat işlemleri, gümrük işlemleri ve dış ticaretin finansmanı alanlarında uzmanlık elde eder. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 0 | 0 | 0 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 0 | 0 | 0 | |||
| General Exam | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 0 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(0/30) | 0 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| INFLUENCER MARKETING | ITF3215567 | Spring Semester | 3+0 | 3 | 5 |
| Course Program | Çarşamba 08:00-08:45 Çarşamba 09:00-09:45 Çarşamba 10:00-10:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Fatih PINARBAŞI |
| Name of Lecturer(s) | Lect.Dr. Kevser Zeynep MERAL |
| Assistant(s) | |
| Aim | Influencers are opinion leaders, celebrities, content creators, and a new communication medium that connects brands with diverse audiences. The course investigates how influencers build audiences, collaborate with brands, shape trust and engagement, and operate as a contemporary marketing profession. Students learn the basics of influencer marketing, analyze real campaigns, evaluate source, content, audience, ethical, and regulatory factors, and design an influencer strategy in response to an imaginary brief. |
| Course Content | This course contains; Introduction to the course and meeting with students,Introduction of the syllabus and course requirements,Introduction to Influencers: basics, history, and concept evolution; in-class activity: If I Were an Influencer reflection,Personal/Human Brand: personal brand, brand persona, unique selling proposition; in-class activity: personal SWOT analysis,Conceptualization of Influencers: opinion leaders, celebrity, internet fame, brand ambassador, content creator, influencer; in-class activity: influencer category reflection,Social Media Affordances: platforms, algorithms, trends, and culture; in-class activity: platform selection for campaign cases,Campaign Execution and Management: influencer advertising, influencer relations, and influencer marketing,Influencer marketing dynamics: the roles of social engagement, trust, and influence; in-class activity: sponsored vs. organic post analysis,Key terms in marketing and advertising: target audience, WOM, objectives, KPIs, and customer journey; in-class activity: customer journey outline,Types of Influencers: categorizations, influencer awards, future trends, virtual influencers, AI/VR; in-class activity: virtual vs. human influencer comparison,Source, Content, and Audience Factors: credibility, attractiveness, identification, follower size, sincerity, ad recognition, creativity, uses and gratifications, parasocial relationship, demographics,Netiquette and Ethics: sponsorship disclosures, regulations, and their effects; in class activity: social media ethics codebook or controversy analysis,Campaign strategy workshop and wrap-up: brief interpretation, influencer selection, KPI alignment, and feedback,Project presentations and course review. |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| 1. Will be able to explain influencer marketing and the conceptual boundaries of influencers. | 10, 13, 16, 9 | A, C, E, G |
| 1.1. Define influencer, opinion leader, celebrity, content creator, and brand ambassador. | 10, 13, 16, 9 | A, C, E, G |
| 1.2. Explain the historical development and current role of influencers as a communication medium. | 10, 13, 16, 9 | A, C, E, G |
| 1.3. Distinguish influencer advertising, influencer relations, and influencer marketing. | 10, 13, 16, 9 | A, C, E, G |
| 2. Will be able to analyze personal brands and social media platform affordances. | 10, 13, 16, 9 | A, C, E, G |
| 2.1. Explain personal/human brand, brand persona, and unique selling proposition. | 10, 13, 16, 9 | A, C, E, G |
| 2.2. Evaluate platforms, algorithms, trends, and culture for influencer campaign decisions. | 10, 13, 16, 9 | A, C, E, G |
| 2.3. Match campaign objectives with suitable platforms, audiences, and influencer profiles. | 10, 13, 16, 9 | A, C, E, G |
| 3. Will be able to design and evaluate influencer campaign strategies. | 10, 13, 16, 9 | A, C, E, G |
| 3.1. Identify target audiences, WOM dynamics, objectives, KPIs, and customer journey stages. | 10, 13, 16, 9 | A, C, E, G |
| 3.2. Analyze sponsored and organic influencer posts in terms of trust and engagement. | 10, 13, 16, 9 | A, C, E, G |
| 3.3. Develop a brief-based influencer marketing strategy and present it persuasively. | 10, 13, 16, 9 | A, C, E, G |
| 4. Will be able to assess source, content, and audience factors in influencer communication. | 10, 13, 16, 9 | A, C, E, G |
| 4.1. Apply source credibility, source attractiveness, identification, sincerity, and follower-size concepts. | 10, 13, 16, 9 | A, C, E, G |
| 4.2. Evaluate ad recognition, creativity, content creation, and informative/entertaining message value. | 10, 13, 16, 9 | A, C, E, G |
| 4.3. Explain parasocial relationship, audience susceptibility, and demographic differences. | 10, 13, 16, 9 | A, C, E, G |
| 5. Will be able to classify influencer types and interpret emerging trends. | 10, 13, 16, 9 | A, C, E, G |
| 5.1. Compare influencer categories according to role, niche, reach, and audience fit. | 10, 13, 16, 9 | A, C, E, G |
| 5.2. Discuss influencer awards, virtual influencers, AI/VR practices, and future trends. | 10, 13, 16, 9 | A, C, E, G |
| 5.3. Evaluate authenticity, relatability, brand safety, and campaign fit. | 10, 13, 16, 9 | A, C, E, G |
| 6. Will be able to apply ethical and legal principles to influencer marketing practice. | 10, 13, 16, 9 | A, C, E, G |
| 6.1. Interpret sponsorship disclosures, transparency rules, and platform/community norms. | 10, 13, 16, 9 | A, C, E, G |
| 6.2. Prepare a social media ethics codebook for influencer-brand collaborations. | 10, 13, 16, 9 | A, C, E, G |
| 6.3. Critique influencer controversies and propose responsible alternatives. | 10, 13, 16, 9 | A, C, E, G |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam, E: Homework, G: Quiz |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to the course and meeting with students | |
| 2 | Introduction of the syllabus and course requirements | |
| 3 | Introduction to Influencers: basics, history, and concept evolution; in-class activity: If I Were an Influencer reflection | |
| 4 | Personal/Human Brand: personal brand, brand persona, unique selling proposition; in-class activity: personal SWOT analysis | |
| 5 | Conceptualization of Influencers: opinion leaders, celebrity, internet fame, brand ambassador, content creator, influencer; in-class activity: influencer category reflection | |
| 6 | Social Media Affordances: platforms, algorithms, trends, and culture; in-class activity: platform selection for campaign cases | |
| 7 | Campaign Execution and Management: influencer advertising, influencer relations, and influencer marketing | |
| 8 | Influencer marketing dynamics: the roles of social engagement, trust, and influence; in-class activity: sponsored vs. organic post analysis | |
| 9 | Key terms in marketing and advertising: target audience, WOM, objectives, KPIs, and customer journey; in-class activity: customer journey outline | |
| 10 | Types of Influencers: categorizations, influencer awards, future trends, virtual influencers, AI/VR; in-class activity: virtual vs. human influencer comparison | |
| 11 | Source, Content, and Audience Factors: credibility, attractiveness, identification, follower size, sincerity, ad recognition, creativity, uses and gratifications, parasocial relationship, demographics | |
| 12 | Netiquette and Ethics: sponsorship disclosures, regulations, and their effects; in class activity: social media ethics codebook or controversy analysis | |
| 13 | Campaign strategy workshop and wrap-up: brief interpretation, influencer selection, KPI alignment, and feedback | |
| 14 | Project presentations and course review |
| Resources |
| Cornwell, T. B. ve Katz, H. (2020). Influencer: The science behind swaying others. Routledge. Alvarez-Monzoncillo, J. M. (2023). The dynamics of influencer marketing: A multidisciplinary approach. Taylor & Francis. De Veirman, M., Cauberghe, V. ve Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising. Lou, C. ve Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising. Campbell, C. ve Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons. Federal Trade Commission. Disclosures 101 for Social Media Influencers. European Commission. Influencer Legal Hub. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Uluslararası ticaret ve finansman alanında teorik bilgileri tanımlar. | ||||||
| 2 | Uluslararası ticaret ve finansman alanında gerekli matematiksel ve istatistiki yöntemleri anlatır. | ||||||
| 3 | Uluslararası ticaret ve finansman alanında gerekli en az bir bilgisayar programı kullanır. | ||||||
| 4 | Uluslararası ticaret ve finansman alanında gerekli olan mesleki yabancı dil yeterliliğini gösterir. | ||||||
| 5 | Uluslararası ticaret ve finansman alanında projeler hazırlar ve takım çalışmalarını yönetir. | ||||||
| 6 | Mesleki alanda yaşam boyu öğrenmenin gerekliliği bilinciyle bilim ve teknolojideki gelişmeleri izleyerek kendini sürekli yenileyip edindiği bilgi ve becerileri eleştirel olarak değerlendirir. | ||||||
| 7 | Uluslararası ticaret ve finansman alanında teorik ve uygulamaya yönelik bilgileri kullanır | ||||||
| 8 | En az A1 düzeyinde bir yabancı dili kullanarak güncel teknolojileri takip eder, sözlü / yazılı iletişim kurar. | ||||||
| 9 | Örgüt / kurumsal, iş ve toplumsal etik değerlerini benimser ve kullanır. | ||||||
| 10 | Topluma hizmet duyarlılığı çerçevesinde, sosyal sorumluluk ilkelerini benimser ve gerektiğinde inisiyatif alır. | ||||||
| 11 | Disiplinler arası çalışmalar yürütebilmek için farklı disiplinlerde (ekonomi, finans, sosyoloji, hukuk, işletme) temel bilgileri ve verileri analiz ederek alanında kullanır. | ||||||
| 12 | Öğrenciler, küresel ticaret, ihracat-ithalat işlemleri, gümrük işlemleri ve dış ticaretin finansmanı alanlarında uzmanlık elde eder. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |