Influencer Marketing Strategy

Using social influence to build brands and drive growth

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Course Dates

STARTS ON

December 9, 2021

Course Duration

DURATION

8 weeks, online
4–6 hours per week

Course Duration

Learn to level up your influencer marketing strategy in a new 60-minute, live fireside chat, with Kellogg faculty Amanda Russell and Prof. Mohanbir Sawhney, on November 29, 2021, 1 - 2 p.m. CT.

Harness the Power of Influencers to Build Brands and Drive Growth

In this hyper-fragmented, noisy world, one major lever for brand growth lies in creating authentic partnerships with influencers who have the power to persuade your target audience. But do not confuse attention with influence. In marketing, we thrive on attention, but attention without trust is just noise.

Avoid making the same mistakes as other brands. Join the experts from Kellogg Executive Education's Influencer Marketing Strategy program to create an end-to-end influencer game plan that will set your business apart from your competition.

What you will walk away with

  • A deep understanding of what influencer marketing is and what it is not
  • A playbook of ways to integrate and leverage influencer relationships across all elements of your business, culminating in a final capstone project
  • Frameworks for measuring and improving the performance of your influencer marketing efforts
  • Firsthand accounts from industry experts of how influencer marketing propelled their brands forward
  • Examples of influencer agreements designed to develop long-term, win–win relationships

The Learning Experience

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
  • Building lasting influencer relationships
  • Negotiating agreements and contracts with influencers
  • Measuring influencer marketing performance

How you will learn

A variety of activities offers you the chance to apply and practice concepts from each module.

  • Live and recorded sessions with program faculty
  • Real-world examples from 30+ brands
  • Featured expert guest speakers
  • Global peer network of collaborators
  • Application exercises and final capstone
  • Personalized feedback
  • Live office hours
  • Mobile learning app

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

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

Enterpreneur, 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 Modules

Module 1:

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

As new tactics emerge, marketers must refocus their attention on the big picture. Strategic influencer marketing should be seen as relationship marketing—an approach that creates new value through developing deeper partnerships throughout the entire value chain.

Module 2:

Understanding Influence and Influencers

In marketing, an influencer is someone who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with the audience. You will learn how influence is contextual, and that there is no such thing as an all-purpose influencer.

Module 3:

Mapping Influencer Marketing to the Customer Journey

When influencers are part of the journey, they serve as external advocates who can help prospects overcome objections earlier in the process. Learn how to leverage influencer marketing as part of the customer journey through a three-step framework.

Module 4:

Understanding the Target Audience

Targeting the right audience is critical. Here we discuss the principle of observation in influencer marketing and strategy and differentiate between the two phases involved in the "observe" process.

Module 5:

Identifying Relevant Influencers

If attention is currency, then influence is wealth. In the second step of the “observe” process, you will learn how to identify the right influencers using the five-factor framework that measures the influencer's effectiveness and the value they can add to your brand.

Module 6:

Engaging Influencers and Creating Brand Ambassadors

The road to influence is lined with potholes. Therefore, it is crucial for organizations to pick the right influencer for their brand and engage with them in the right way to build a strong symbiotic relationship. Learn how to connect with potential influencers and identify whether there is an opportunity to develop a trusting relationship.

Module 7:

Structuring Relationships With Influencers: Agreements and Contracts

A well-constructed influencer contract outlines expectations and helps protect brands from rogue behavior. Professional influencers appreciate the specificity that helps them meet the brand's underlying goals. Understand the importance of having a legal agreement with an influencer, including the key elements to include to ensure a successful relationship.

Module 8:

Monitoring Performance and Measuring Success

An influencer's engagement is the primary measure of influencer marketing success, but it is not always easy to accurately monitor performance and measure success. For example, how do you measure the organic, untrackable impact of your influencer marketing? You will learn the biggest mistakes marketers make when trying to measure performance.

Module 1:

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

As new tactics emerge, marketers must refocus their attention on the big picture. Strategic influencer marketing should be seen as relationship marketing—an approach that creates new value through developing deeper partnerships throughout the entire value chain.

Module 5:

Identifying Relevant Influencers

If attention is currency, then influence is wealth. In the second step of the “observe” process, you will learn how to identify the right influencers using the five-factor framework that measures the influencer's effectiveness and the value they can add to your brand.

Module 2:

Understanding Influence and Influencers

In marketing, an influencer is someone who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with the audience. You will learn how influence is contextual, and that there is no such thing as an all-purpose influencer.

Module 6:

Engaging Influencers and Creating Brand Ambassadors

The road to influence is lined with potholes. Therefore, it is crucial for organizations to pick the right influencer for their brand and engage with them in the right way to build a strong symbiotic relationship. Learn how to connect with potential influencers and identify whether there is an opportunity to develop a trusting relationship.

Module 3:

Mapping Influencer Marketing to the Customer Journey

When influencers are part of the journey, they serve as external advocates who can help prospects overcome objections earlier in the process. Learn how to leverage influencer marketing as part of the customer journey through a three-step framework.

Module 7:

Structuring Relationships With Influencers: Agreements and Contracts

A well-constructed influencer contract outlines expectations and helps protect brands from rogue behavior. Professional influencers appreciate the specificity that helps them meet the brand's underlying goals. Understand the importance of having a legal agreement with an influencer, including the key elements to include to ensure a successful relationship.

Module 4:

Understanding the Target Audience

Targeting the right audience is critical. Here we discuss the principle of observation in influencer marketing and strategy and differentiate between the two phases involved in the "observe" process.

Module 8:

Monitoring Performance and Measuring Success

An influencer's engagement is the primary measure of influencer marketing success, but it is not always easy to accurately monitor performance and measure success. For example, how do you measure the organic, untrackable impact of your influencer marketing? You will learn the biggest mistakes marketers make when trying to measure performance.

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30+ Brand and Influencer Case Studies and Examples

Examine more than 30 use cases that illustrate how influencer marketing can help build your brand and drive growth.

Brand Examples

Logo of Adobe
Logo of Airbnb
Logo of Burberry
Logo of Coca Cola
Logo of GNC
Logo of H&H group
Logo of IBM
Logo of Mastercard
Logo of Nike
Logo of Peloton
Logo of  RedBull
Logo of  Rolex
Logo of Tractor Supply Co.
Logo of Vogue
Logo of  Walmart
Logo of Xbox
Logo of Zico

*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.

Influencer Examples

Explore interesting examples and case studies that you will learn in the program.

  • GaryVee - Entrepreneur | Author
  • Jeffree Star - Entrepreneur | Makeup Artist
  • Margot Robbie - Actor
  • Marques Brownlee - YouTuber
  • Michael Jordan - Former Professional Basketball Player | Chairman, Charlotte Bobcats
  • The Points Guy - American Travel Website and Blog

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

Example image of certificate that will be awarded after successful completion of this program

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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