Course Code	Semester	Course Name	LE/RC/LA	Course Type	Language of Instruction	ECTS
ITR0189			2/0/0	DE		4

Course Goals	The primary focus of this course is to explain how a brand would approach influencers in order to accomplish their business objectives. The students will learn through the text book, classroom discussions and supplemental materials everything needed to accomplish the section of their marketing plan due that week with a final exam designed to ensure all students have retained the important elements of the course.
Prerequisite(s)	Marketing101
Corequisite(s)	None
Special Requisite(s)	to be interested in marketing and socila media
Instructor(s)	Assist. Prof. Dr. Didem Kayalıdereden
Course Assistant(s)
Schedule	Thursdays 10.00-11.50 - classroom A403
Office Hour(s)	Office hours: Tuesdays 09.00-10.00; Wednesdays 10.00-11.00
Teaching Methods and Techniques	-Videos and presentations
Principle Sources	--Influencer Marketing Building brand communities and engagement Routledge, Sevil Yeşiloğlu,Joyce Kastello ,2021 ISBN: 978-0-367-33866-4
Other Sources	-

Course Schedules
Week	Contents	Learning Methods
1. Week	The rise of influencers and influencer marketing	Lecture and discussions
2. Week	Social media influencers versus traditional influencers: Roles and consequences for traditional marketing campaigns	Lecture and discussions
3. Week	Identifying and selecting the right influencers in the digital era	Lecture and discussions
4. Week	Post-millennials and their motivation to engage with influencers’ brand-related content on Instagram	Lecture and discussions
5. Week	The dark side of influencers	Lecture and discussions
6. Week	Is an influencer’s credibility impacted when using sponsored versus non-sponsored content?	Lecture and discussions
7. Week	Is an influencer’s credibility impacted when using sponsored versus non-sponsored content?	Lecture and discussions
8. Week	How to map and select digital influencers for marketing campaigns	Lecture and discussions
9. Week	How to map and select digital influencers for marketing campaigns	Lecture and discussions
10. Week	Influencer marketing and the law	Lecture and discussions
11. Week	Virtual influencers: More human than humans	Lecture and discussions
12. Week	Influencer marketing: Lessons learned and moving forward	Lecture and discussions
13. Week	Recap	Q&A discussions
14. Week	Final Exam	Exam
15. Week
16. Week
17. Week

Assessments
Evaluation tools	Quantity	Weight(%)

Program Outcomes PO-1 Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary. PO-2 Analyses basic concepts and data related to International Trade and Economics by scientific methods, interprets those with analytically, and evaluates those with regard to economic issues. PO-3 Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms. PO-4 Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data. PO-5 Inspects how public and private sector enterprises engaged in trade activities operates in practice, and evaluates the continuities and the dynamism in these sectors. PO-6 Defines and tracks local, regional (such as European Union or Middle East) and global issues from the point of political economics, and relates these issues to each other. PO-7 Possesses sufficient knowledge in other disciplines related to International Trade (such as Economics, Finance, International Business and Law), and reports this information. PO-8 Follows publications and research in International Trade, Globalisation and Financial Systems in the English language, and communicates with his/her colleagues internationally. PO-9 Uses a second language (Russian, Chinese, etc.) at the intermediate level. PO-10 Possesses ethical principles and scientific values in collection, interpretation and release of data.

Learning Outcomes LO-1 Understand who an influencer is. LO-2 Evaluation for choosing the right influencer to reach your target market. LO-3 Exploring organic and paid methods for building your own social media influence. LO-4 How to analyze the effectiveness of influencer marketing. LO-5 Strategies for negotiating an appropriate contract with an influencer at various stages of reach including micro influencers and nationally famous personalities

Course Assessment Matrix:

	PO 1	PO 2	PO 3	PO 4	PO 5	PO 6	PO 7	PO 8	PO 9	PO 10
LO 1
LO 2
LO 3
LO 4
LO 5