MKT 334Influencer Marketing and Content Creation

This course explores the strategic intersection of influencer marketing and digital content creation, with an emphasis on storytelling in the context of the evolving creator economy. Students will examine how platforms such as TikTok, Instagram, and YouTube are reshaping brand-consumer interactions and will learn to design, implement, and evaluate influencer-led campaigns that foster authentic engagement. The course introduces students to the planning and execution of digital marketing strategies through content-driven approaches. Key areas include influencer identification and partnership, campaign design, content optimization, performance measurement, and the application of emerging tools such as artificial intelligence (AI), SEO, and analytics platforms. Students will gain both theoretical grounding and practical skills applicable to careers in digital marketing, PR, creative industries, and brand strategy. Topical coverage includes: content strategy and storytelling principles; influencer marketing frameworks; platform-specific content trends; campaign design and management; digital performance metrics; audience engagement; ethics in influencer-brand partnerships; and applications of AI and SEO in content creation.