SMD204 - Influence Based Marketing

Outline information
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Last revision date 2018-01-26 21:56:15.921
Last review date 2018-01-26 21:56:15.921

Subject Title
Influence Based Marketing

Subject Description
Social media has changed how people acquire information and, as a result, what influences brand awareness and product purchase. Businesses are allocating more and more dollars to influence marketing practices across blogs, podcasts, videos, and social networking sites but how do they work? Many are simply advertising to deaf ears or fake followers so what?s the difference between successful and unsuccessful campaigns? What makes one person or campaign ?influential? and another not? This course will break down influence­based marketing strategy and how it fits within the overall marketing plan, how it can be used to build brands, which methodologies are appropriate for what brands, and why.

Credit Status
One credit toward the Social Media Graduate Certificate Program.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Identify and analyze various consumer groups within social communities
2. Map and segment potential customers based on purchase and personal behaviours
3. Identify micro­ and macro­influencers who may sway those purchase decisions
4. Engage macro­infuencer groups (such as bloggers) in order to sway conversations among
micro­influencers and customers
5. Identify and measure the key performance indicators of an influence marketing campaign
6. Develop and pitch a successful influence marketing campaign

Essential Employability Skills
Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.