SMD204 - Influence Based Marketing

Outline info
Last revision date 2016-05-30 00:35:12.232
Last review date 2016-07-18 00:15:07.088

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.

It is recommended that all 100 series courses of this program be completed prior to registering in a 200 series course.

Topic Outline

  1. The Rise of Social Media
  2. Social Media Scoring Platforms
  3. Customer-Centric Marketing
  4. Reversing the Social Influence Model
  5. Managing Influence Paths
  6. Engaging Marco-Influencers
  7. The Four Ms of Influence Marketing
  8. Measuring Influence Marketing

Mode of Instruction
Blended (Hybrid)
Delivery is mixed, blending face-to-face instructions and facilitating out of classroom experiences and/or online instructions through Blackboard.

Prescribed Texts
Title:    How to Create, Manage, and Measure Brand Influencers in Social Media Marketing
Author:  Danny Brown and Sam Fiorella
Edition:  April 30, 2013
Publisher:  Pearson Education
ISBN (13):  9780789751041

Reference Material
Online reference materials will be provided, as applicable, each week.

Required Supplies

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.
In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.
Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:  http:/
Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.
English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this course in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.
Grading is based on the following marking scheme:

Assignments (4 @ 15% each) 60%
Final Presentation 40%

Digital Media – Privacy
This course requires hands-on interaction with various digital media tools.  It is recommended that you read the privacy policy of any tools, websites or apps that may be used during assignments, online discussions, reports or presentations.  Note that most assignments and other course assessments involve publicly posting or sharing information.  This is essential to enable you to evaluate and compare various digital options.  If you have any concerns about utilizing digital media tools as described above, please contact your instructor directly to discuss alternatives.
Please retain this course outline document for future educational and/or employment use.

Program Manager:
Danielle Mercier

Approved by: Jeff McCarthy