Influencer Marketing Strategy ​for Brands

Create, execute, and track successful influencer marketing campaigns

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Course Dates

STARTS ON

September 15, 2022

Course Duration

DURATION

8 weeks, online
4–6 hours per week

Course Fee

PROGRAM FEE

US$2,600 US$2,392 or get US$260 off with a referral

Course Information Flexible payment available
program fee

US$2,600 US$2,392

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Develop a Strategy To Work With the Right Influencers for High-Value Collaborations

While influencer marketing isn’t new, many organizations have yet to fully unlock this growth lever. Whether you are looking to drive your organization’s growth or want to specialize as a marketer, this program will train you to develop an impactful influencer marketing strategy.

Join the experts from Kellogg Executive Education’s Influencer Marketing Strategy for Brands program to create a strategic influencer marketing plan that ignites growth for your business. This is an opportunity to learn from top thought leaders at Kellogg School of Management, including renowned scholar Mohanbir Sawhney and Amanda Russell, who wrote the definitive book on this subject, The Influencer Code.

What You Will Walk Away With

  • A clear understanding of what influencer marketing is and strategies for building a successful influencer marketing program
  • A playbook for integrating and leveraging influencer relationships across all elements of your business
  • Frameworks for measuring and improving the performance of your influencer marketing efforts
  • Insights from leaders who have used influencer marketing to propel their brands forward
  • Examples of influencer legal agreements designed to develop long-term, win-win collaborations

What You Will Study

  • Identifying the types and levels of influencers
  • Achieving objectives and KPIs in influencer marketing
  • Mapping influencer marketing to the customer journey
  • Identifying the right influencers for your business
  • Building lasting influencer relationships
  • Negotiating agreements and contracts with influencers
  • Measuring influencer marketing performance

How You Will Learn

Live and recorded sessions with program faculty

Real-world examples from 30+ brands

Global peer network of collaborators

Featured expert guest speakers

Personalized feedback

Live office hours

Application exercises and final capstone project

Mobile learning app

Featured Guest Speakers

Faculty Member Jesse Itzler

Jesse Itzler

Founder, the 100 Mile Group, Build Your Life Resume; Co-founder, Marquis Jet, Alphabet City

Faculty Member Shane Vitaly Foran

Shane Vitaly Foran

CEO, Compound Studio, Vitaly, Clocks and Colours

Faculty Member Larry Namer

Larry Namer

Founder, E! Entertainment Television; President and CEO, Metan Global Entertainment; and COO, FanVestor

Faculty Member Nigel Barker

Nigel Barker

Photographer and Judge, America's Next Top Model; Founder, the DogPound

Faculty Member Erik Qualman

Erik Qualman

Bestselling Author, Motivational Speaker

Faculty Member Alessandro Bolgiari

Alessandro Bogliari

Co-founder and CEO, the Influencer Marketing Factory

Abigail Posner

Director, Google Creative Works

Faculty Member Anita Sharma

Anita K. Sharma

Founder and Managing Partner, Sharma Law PLLC

Faculty Member Joey Gonzalez

Joey Gonzalez

CEO, Barry's Bootcamp

Faculty Member Ryan Schramm

Ryan Schram

President and COO, IZEA

Faculty Member Michelle Martello

Michelle Martello

Digital Strategist; Founder of Minima Designs

Faculty Member Johanna Voss

Johanna Voss

Talent Manager and Agent for Female Social Media Influencers

Faculty Member Daniel M. Koch

Daniel M. Koch

Entrepreneur, Koch Company, Compass

Faculty Member Donetta Campbell

Donnetta Campbell

Founder and Lead Architect, TheSocialArchitects

Faculty Member Jay Baer

Jay Baer

Hall of Fame Keynote Speaker and Emcee

Faculty Member Shep Ogden

Shep Ogden

Co-Founder and CEO, Offbeat Media Group

Faculty Member Tom Scott

Tom Scott

CEO, the Nantucket Project

Faculty Member Tommy Swanhaus

Tommy Swanhaus

CEO and Founder, Tommy Swanhaus Co.

Program Faculty

Faculty Member Amanda Russell

Amanda Russell

Adjunct Lecturer of Marketing, Kellogg School of Management

Ms. Russell is widely respected as a leader in business education and an accomplished entrepreneur and influencer. By the age of 32, she had built and sold two thriving businesses from scratch. Ms. Russell advises some of the top companies in the world on influencer marketing... More info

Faculty Member Mohanbir Sawhney

Mohanbir Sawhney

Associate Dean for Digital Innovation; McCormick Foundation Chair of Technology, Kellogg School of Management, Northwestern University; Clinical Professor of Marketing; Director of the Center for Research in Technology and Innovation

Professor Sawhney is a globally recognized scholar, teacher, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has written seven management books... More info

Program Modules

Module 1:

Introduction to Influencer Marketing: What It Is and What It Is Not

Learn to view influencer marketing as relationship marketing—an approach that creates new value for businesses by developing deeper partnerships throughout the value chain.

Module 2:

Types and Roles of Influencers

Gain an understanding of the different types of influencers and all the ways you can leverage influencer marketing across the business.

Module 3:

Setting Business Goals and Influencer Marketing Objectives

Apply the 3Bs framework to analyze influencer marketing campaigns and recognize the goals, objectives, and KPIs needed for businesses to develop a successful influencer marketing program.

Module 4:

Understanding the Target Audience

Through social listening tools and six sources of influence, learn how to identify the right target audience and the right influencers for your brand.

Module 5:

Identifying Relevant Influencers

Using the Five-Factor Framework, a tool that helps measure the influencer’s effectiveness, you can more accurately assess the value they can add to your brand.

Module 6:

Engaging Influencers and Creating Brand Ambassadors

Learn best practices for developing trusting relationships with influencers, and develop outreach plans that pave the way for more collaborations.

Module 7:

Structuring Relationships With Influencers: Agreements and Contracts

Understand the importance of having a legal agreement between your organization and the influencer, including the key elements that help ensure a successful relationship.

Module 8:

Monitoring Performance and Measuring Success

Identify the most common mistakes in measurement and reporting, and learn the High Impact Influencer Marketing Model of Measurement (HIIM), as well as seven themes for the future of influencer marketing.

Module 1:

Introduction to Influencer Marketing: What It Is and What It Is Not

Learn to view influencer marketing as relationship marketing—an approach that creates new value for businesses by developing deeper partnerships throughout the value chain.

Module 5:

Identifying Relevant Influencers

Using the Five-Factor Framework, a tool that helps measure the influencer’s effectiveness, you can more accurately assess the value they can add to your brand.

Module 2:

Types and Roles of Influencers

Gain an understanding of the different types of influencers and all the ways you can leverage influencer marketing across the business.

Module 6:

Engaging Influencers and Creating Brand Ambassadors

Learn best practices for developing trusting relationships with influencers, and develop outreach plans that pave the way for more collaborations.

Module 3:

Setting Business Goals and Influencer Marketing Objectives

Apply the 3Bs framework to analyze influencer marketing campaigns and recognize the goals, objectives, and KPIs needed for businesses to develop a successful influencer marketing program.

Module 7:

Structuring Relationships With Influencers: Agreements and Contracts

Understand the importance of having a legal agreement between your organization and the influencer, including the key elements that help ensure a successful relationship.

Module 4:

Understanding the Target Audience

Through social listening tools and six sources of influence, learn how to identify the right target audience and the right influencers for your brand.

Module 8:

Monitoring Performance and Measuring Success

Identify the most common mistakes in measurement and reporting, and learn the High Impact Influencer Marketing Model of Measurement (HIIM), as well as seven themes for the future of influencer marketing.

Download Brochure

30+ Examples of Successful Influencer Marketing Collaborations

Examine more than 30 diverse use cases that illustrate what influencer marketing success looks like—and how you can apply these principles to increase brand awareness, affinity, and recall.

Brand Examples

*All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

The Kellogg Executive Education Impact

A digital-first learning approach offers many benefits. Everyone joins the program with their own unique goals, but having a positive impact on your career is our number-one goal.

96%

of participants believe that our programs have had a positive impact on their career and professional development

80%

agree that they learned tools and strategies that they can immediately apply to their work

76%

agree that our programs gave them access to the latest thinking and world-renowned industry experts and thought leaders

Survey results are based on the collective participant feedback across all of the programs that Kellogg Executive Education offers in collaboration with Emeritus, its learning partner.

Certificate

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as pass or fail; participants must receive 80% to pass and obtain the certificate of completion.

Download Brochure

After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.

FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass ; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enroling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.

Financing Options

Climb Credit*

We offer financing options with our partner, Climb Credit*. Click here to learn more.
*Applicable for US Residents

Flexible Payment Options For All

Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.

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