Influence Marketing for Industrial BusinessLaajuus (3 cr)

Objective

The objective of this course is to acquaint students with the role of influence in marketing and how influencer marketing strategies can be used to meet business objectives. An emphasis is placed on the role of culture and influence in industrial business, although the topics are also studied in the context of business-to-consumer marketing.

Content

The course covers four major topics:
1. Culture- its impact on consumer behavior
2. Influence- mechanics of shifting people’s thoughts and actions
3. Influencer Marketing- considerations for selecting influencers and creating campaigns
4. B2B Influencer Marketing- applying influencer marketing practices to engaging B2B audiences.