Influencer maketing and community management 2600-DMdzIMZSf
1. Introduction to online promotion
2. Influencer marketing: concepts and theory
3. Influencer types and selection criteria
4. Collaboration models with influencers
5. Practical approaches to influencer marketing
6. Building and engaging online communities
7. Creating effective social media content
8. Tools for influencer marketing and community management
9. Measuring campaign impact
10. Course summary and future trends
|
Term 2025Z:
1. Introduction to online promotion |
Type of course
Course coordinators
Learning outcomes
Upon completion of the course, the student will be able to:
In terms of knowledge:
• apply advanced terminology related to influencer marketing and community management (K_W01),
• understand complex technological, social, political, legal, economic, ethical, and ecological processes and phenomena, including fundamental dilemmas of contemporary civilization and their impact on the functioning of organizations and the economy as a whole. (K_W05)
• know and understand the principles of creating and developing various forms of entrepreneurship at both national and global levels. (K_W07)
In terms of skills:
• accurately analyze complex processes and phenomena affecting influencer marketing and community management and its significance in the modern market (K_U02)
• adapt existing methods and tools, including advanced information and communication techniques, and select appropriate sources to identify, diagnose, and solve problems in both internal and external organizational environments. (K_U03)
• independently and in teams, prepare analyses, diagnoses, and reports concerning complex and atypical problems related to influencer marketing and community management, and present them effectively - including in English - using advanced information and communication tools (K_U06)
• lead and take a leading role in team activities, and collaborate effectively within a team. (K_U08)
In terms of social competences:
• assess and analyze situations and phenomena related to influencer marketing and the process of community management (K_K01),
• recognize the importance and value of scientific knowledge in solving complex problems in influencer marketing and community building and seek expert opinions when necessary. (K_K02)
• be prepared to think and act entrepreneurially at both national and global levels. (K_K04)
• adhere to professional ethical standards prevailing in the labor market. (K_K05)
Assessment criteria
Course project, attendance and participation in class.
Practical placement
Professional internships are not required for the completion of the course
Bibliography
• Kotarbiński J. (2025) Influencer marketing: czyli ekonomia twórców XXI wieku. Wydawnictwo Naukowe PWN
• Yesiloglu S., Costello J. (2025) Influencer Marketing: Building Brand Communities and Engagement, Routledge
• Łaszkiewicz A. (2022) Influencer Marketing: potencjał cyfrowych twórców w kształtowaniu relacji konsumentów z markami. Wydawnictwo Uniwersytetu Łódzkiego
• Stopczyńska K. (2021) Influencer marketing w dobie nowych mediów. Wydawnictwo Uniwersytetu Łódzkiego
• Górecka-Butora P, Strykowski P., Biegun K. (2019) Influencer marketing od A do Z, Whitepress
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: