SMD204 - Influence Based Marketing

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Last revision date 2017-10-05 10:06:33.237
Last review date 2017-11-21 08:17:32.909

Subject Title
Influence Based Marketing

Subject Description
Social media has changed how people acquire information and has influenced people¿s purchase decisions.  Advertisers are allocating more and more dollars to mediums such as blogs, podcasts, videos, social networking, and social bookmarking sites. Sites such as Klout and Kred are matching influencers with advertisers, creating unique opportunities to promote a brand through public relations, product placements and endorsements. This subject looks at how influence-based marketing strategies fit within the overall marketing plan, how it can be used to build brands and which methodologies are appropriate and why.

Credit Status
SMD204 is a compulsory credit subject for students in the Social Media Graduate Certificate. It is a pre-requisite for the remaining courses in the Social Media Graduate Certificate.

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

  1. Recognize the roles of different types of influencers in creating marketing opportunities for organizations
  2. Identify tools and methodologies that can assist in ranking social influencers
  3. Explain how influenced-based marketing can be used to build brands
  4. Analyze the multistep flow model in relation to current thoughts on influence marketing
  5. Evaluate influence-based marketing strategies to achieve objectives

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.