Curricula

Objectives

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.

Time and location

At Jamk main campus, classroom G203

Learning materials and recommended literature

The textbook to be used in the course:
Title: Winfluence: Reframing Influencer Marketing to Ignite Your Brand
Author: Jason Falls
ISBN-10: 1642011347
ISBN-13: 978-1642011340
ASIN: B08VGNX78R
Publisher: Entrepreneur Press, 2021

Teaching methods

lectures, company visits, group work, cruise Päijänne with dinner, free time activities

Practical training and working life connections

-

Exam dates and retake possibilities

-

International connections

.

Alternative completion methods

only face-to-face participation

Student workload

Lectures and group work at classroom G203
Monday, May 8
09:00-11:30 am Starting of the course by Dr. Don Roy
General arrangements and Finland-Jyvaskyla-JAMK
presentation by Mrs. Anneli Kakko
11:30 am-12:30 pm Lunch break
12:30-01:30 pm Introduction to Influence Marketing by Dr. Don Roy
01:45-03:00 pm Principles of Influence by Dr. Don Roy

Tuesday, May 9
09:00-10:15 am Culture and Marketing by Dr. Don Roy
10:30-11:30 am Who has Influence? by Dr. Don Roy
11:30 am-12:15 pm Lunch break
12:15-01:00 pm Bus trip to Muurame
01:00-03:30 pm Visit at Harvia, producer of sauna products
03:30-04.00 pm Bus trip to Vaajakoski
04:00-04:30 pm Visit at Panda chocolate factory shop
04:30-05:00 pm Bus trip back to Jamk in Jyväskylä
06:30-6:50 pm Walk to Jyväskylä harbor
07:00-10:00 pm Rhea cruise with dinner at Lakes Jyväsjärvi and Päijänne

Wednesday, May 10
09:00-11:30 am The Strategy of Influence by Dr. Don Roy
11:30 am-12:30 pm Lunch break
12:30-01:30 pm Presentation of Brand Team Finland Oy by Mr. Seppo
Väliheikki, Managing director
01:45-04:00 pm Case Assignment and Discussion by Dr. Don Roy

Thursday, May 11
09:00-10:15 am Implementing an Influence Marketing Campaign by Dr. Don
Roy
09:00-11:30 am Influence Marketing Best Practices by Dr. Don Roy
11:30 am -12:30 pm Lunch
12:30-04:00 pm Final assignment work session

Friday, May 12
08:50 am Meeting in front of F1 outdoor
09:00-09:30 am Walk to Valmet Rautpohja
09:30-11:15 am Visit at Valmet
11:15-12:00 am Walk back to Jamk
12:00-01:00 pm Lunch
01:00-03:00 pm Final Assignment presentations
03:00-04:00 pm Feedback and ending of the course

Further information for students

Main teacher: Dr. Don Roy, Middle Tennessee State University (MTSU), USA, don.roy@mtsu.edu
Coordinator: Mrs. Anneli Kakko, Jamk University of Applied Sciences, anneli.kakko@jamk.fi

Evaluation scale

Pass/Fail