1. Evaluate the role of influencer marketing within contemporary digital marketing strategies

Knowledge and Understanding

2. Analyse influencer marketing campaigns using digital, ethical and audience-focused frameworks

Application and Problem solving

3. Conduct structured secondary research to evaluate influencers, platforms and campaign performance

Research Skills, Digital Literacy

4. Communicate influencer marketing concepts using appropriate professional communication techniques and tailoring ideas to a defined brand and audience

Communication, Personal Development & Entrepreneurship

Reflection

Assessment 1 Influencer Marketing Campaign Proposal

Assessment Brief

This assessment requires you to design a strategic influencer marketing campaign for a real or simulated brand operating within a competitive digital marketplace.

You will apply influencer marketing theory, digital marketing frameworks and research evidence to propose a campaign that aligns with brand objectives, target audience needs and ethical best practice. The assessment is designed to reflect professional practice in influencer and social media marketing roles.

Your report should demonstrate critical thinking, effective use of research, and the ability to translate insight into a practical, well-justified influencer marketing strategy.

Assessment 2 Influencer Marketing Campaign Analysis Podcast Discussion

You will produce a recorded podcast-style discussion analysing an existing influencer marketing campaign for a chosen brand.

This assessment is designed to reflect contemporary digital marketing practice, where podcasts and audio content are increasingly used to communicate insight, opinion and brand analysis. It assesses your ability to critically discuss influencer marketing activity in a clear, engaging and professionally appropriate format.

You should select a real-world influencer marketing campaign and structure your discussion to demonstrate critical insight, application of theory and awareness of ethical practice. Reflect on how you feel about the sector and how it would impact you as a marketing professional.

Introduction to Influencer Marketing
Evolution of influencer marketing and the creator economy
Influencers vs celebrities vs brand ambassadors
Types of influencers: nano, micro, macro and mega

Platforms and Digital Influence
Instagram, TikTok, YouTube, Twitch and emerging platforms
Platform algorithms and content visibility
Community building and parasocial relationships

Influencer Strategy and Campaign Planning
Campaign objectives and audience targeting
Influencer identification and selection criteria
Brand fit, authenticity and trust

Content, Storytelling and Engagement
Influencer content formats and creative strategies
Co-creation and collaboration models
Managing tone, brand voice and creative freedom

Ethics, Regulation and Transparency
Advertising standards and disclosure requirements
Ethical issues in influencer marketing
Managing reputational risk and brand safety

Measurement and Evaluation
KPIs for influencer marketing campaigns
Engagement, reach, conversions and sentiment
Evaluating campaign success and optimisation

Professional Practice in Influencer Marketing
Influencer contracts and relationships
Working with agencies and platforms
Career pathways in influencer and social media marketing

How do brands work with influencers to build trust, engagement and impact in digital spaces?

This module explores influencer marketing as a key element of contemporary digital marketing strategy. You will examine how brands collaborate with influencers and content creators across social media platforms, analyse real-world campaigns, and develop your own influencer marketing proposals. The module also addresses ethical, legal and reputational considerations, preparing you for professional roles in social media, digital marketing and brand communications.

Interactive Lectures

Students will be introduced to key influencer marketing concepts, theories and frameworks through interactive lectures. Sessions will combine short lecture inputs with contemporary examples from social media platforms, influencer campaigns and digital brand practice to support understanding and engagement.

Practical Workshops

Workshops will provide hands-on opportunities for students to analyse influencer campaigns, evaluate content and explore platform-specific strategies. Activities will focus on applying theory to practice through guided tasks, discussion and problem-solving exercises.

Case-Based Learning

Real-world influencer marketing campaigns will be used throughout the module to support learning. Students will analyse successful and unsuccessful campaigns, exploring influencer selection, content strategy, audience engagement and ethical considerations in a professional context.

Collaborative Learning

Group discussions, peer analysis and collaborative activities will be embedded across teaching sessions. These activities will support the development of critical thinking, communication skills and the ability to articulate marketing insight in a professional manner.

Guided Digital Skills Development

Students will develop practical digital marketing skills through guided use of social media platforms, analytics tools and influencer evaluation techniques. Scaffolded activities will support students with varying levels of digital confidence.

Research-Informed Learning

Students will undertake structured secondary research tasks to support campaign analysis and proposal development. Emphasis will be placed on evaluating the credibility, relevance and ethical implications of digital marketing sources.

Formative Feedback Opportunities

Formative feedback will be provided through workshop activities, draft discussions, peer feedback and tutor guidance. These opportunities will support student progression towards the podcast discussion and final campaign proposal.

Reflective Learning

Short reflective prompts will encourage students to consider their learning, skills development and professional identity within influencer and digital marketing roles.

Inclusive Learning Approaches

Teaching materials and activities will be designed to be inclusive and accessible. A range of learning activities will be used to support different learning preferences and encourage active participation from all students.

Tuten, T.L. and Solomon, M.R. (2023) Social Media Marketing. 5th edn. London: SAGE Publications Ltd. Available at: https://uk.sagepub.com/en-gb/eur/social-media-marketing/book285560 (Accessed: date).

Brown, D. and Fiorella, S. (2013) Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing. Indianapolis, IN: Que Publishing (Pearson / Pearson Education, Limited). Available at: https://www.amazon.com/Influence-Marketing-Measure-Influencers-Biz-Tech/dp/0789751046

Kozinets, R.V., Gretzel, U. and Gambetti, R. (2023) Influencers and Creators: Business, Culture and Practice. London: SAGE Publications Ltd

Hanlon, A. and Tuten, T.L. (eds.) (2022) The SAGE Handbook of Social Media Marketing. London: SAGE Publications Ltd. Available at: https://uk.sagepub.com/en-gb/eur/the-sage-handbook-of-social-media-marketing/book275207

VLE learning support material to be provided for independent / self-directed learning
Open Textbook Library https://libstaff.primo.exlibrisgroup.com/discovery/search?vid=44STA_INST:44STA_INST

Library Guides for Business and Marketing https://libguides.staffs.ac.uk/businessandmarketing

Access to Business and Marketing Databases https://libguides.staffs.ac.uk/c.php?g=694331&p=4982091