Lab: Influencer Marketing

Influencer Marketing provides students with various tools to understand and master the complexity, diversity, and the latest transformations characterizing the influencer marketing sector.
It does so through a course designed to bring students into close contact with various industry professionals, aiming to equip them with the necessary tools to work in the field of influencer marketing with not only basic but also advanced knowledge.
Specifically, the course will include three types of content:
i) Theory (discussions on the main theories and methodological approaches related to the study of influencer marketing)
ii) Guest speakers (in-class appearances by creators/influencers, heads of creator/influencer agencies, institutional actors in the influencer marketing sector, branded content experts, etc.)
iii) The project (the creation, design, and in-class presentation of an influencer marketing campaign)

By the end of the course, students will have developed the ability to critically assess the main characteristics and recent developments in the influencer marketing sector. They will also have gained specific knowledge and skills on how to effectively put this into practice in influencer marketing campaigns and activities, ensuring that these initiatives are both feasible and actionable.