Influencer Marketing Strategy ​for Brands

Create, execute, and track successful influencer marketing campaigns

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Course Dates

STARTS ON

June 23, 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

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. 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.

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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%

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.

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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.

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Flexible payment options available. Learn more.