Influencer Marketing

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  • 3 hours
  • English
  • Certificate
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Course overview
Influencer marketing is gaining importance in the retail industry. Companies increasingly turn to social media platforms such as Instagram and TikTok to directly connect with their target audience through influencers.

This course offers a comprehensive introduction to influencer marketing, covering campaign types such as sweepstakes and sponsored posts. You will learn how to select the right influencers, cooperate with them, plan costs, measure KPIs, and use best practice examples to successfully implement influencer marketing for your retail company.

  • E-Learning Course
  • Certificate: Influencer Marketing Readiness

What you can expect

Expert Knowledge

Gain comprehensive and excellent know-how, presented in a clear and accessible way.

High Flexibility

Learn where and when you want, at your own pace—whether during lunch breaks or after work.

Practical Approach

Acquire practical knowledge through real-world business examples and learn how to apply it effectively.
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Target group

This course is aimed at:
  • Mid-level management leaders
  • Specialists and project managers
  • Team leaders from various departments
  • Individuals interested in the retail industry
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Learning Objectives

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  • Fundamentals of Influencer Marketing
  • Benefits and Strategies
  • Categories and Platforms
  • Challenges and Best Practices
  • KPI Measurement and Legal Aspects

Course Content

Through three chapters, this course provides a comprehensive overview of influencer marketing, helping you understand how to effectively leverage this powerful advertising method.

01 Basic Knowledge

In the Basic Knowledge section, you will learn what influencer marketing is and how it differs from other forms of advertising. You’ll discover the advantages of influencer marketing and its impact on the industry. Additionally, you’ll explore the various categories of influencers and platforms, as well as the challenges involved in selecting and collaborating with influencers.

  • Definition of Influencer Marketing
  • Different Categories of Influencers
  • Using Various Social Media Platforms
  • Benefits of Influencer Marketing
  • Key Trends Among Generation Z

02 In-Depth Knowledge

The second section delves into various types of influencer marketing campaigns and their objectives. You’ll gain insights into influencer acquisition, campaign planning, and associated costs. This section also covers the legal frameworks for influencer marketing and offers insights into influencer metrics and their critical evaluation.

  • Different Types of Campaigns
  • Media and Labor Law Frameworks
  • Influencer Metrics
  • Influencer Acquisition
  • Campaign Planning

03 Practical Insight

In the Practical Knowledge section, you’ll learn strategies for identifying the right influencers for your project. You’ll understand how to use metrics effectively to measure the success of your influencer marketing campaign. Additionally, you’ll receive hands-on guidance and examples for successfully implementing influencer marketing in your company.

  • Selecting the Type of Influencer Marketing
  • Choosing the Right KPIs
  • Successful Implementation

Author: Prof. Dr. Thomas Rudolph

Thomas Rudolph is a full professor of Marketing and International Retail Management at the University of St.Gallen. For over 20 years, he has been teaching and researching in the fields of consumer behavior, digital marketing,    e-commerce, and strategic retail management.

In 2006, he founded the Retail Lab, a partnership program with international retail companies. As the director of the Institute of Retail Management at the University of St.Gallen (IRM-HSG), he leads numerous research projects and studies that have contributed to the institute's prominence. Prof. Rudolph is also the author of more than 11 books and over 400 articles on marketing and retail topics.

Start now and become an expert in
Influencer Marketing!