In the digital economy, attention has become one of the world’s most valuable commodities. Organizations no longer compete solely through products and services—they compete through ideas, stories, expertise, authenticity, and their ability to consistently create content that educates, entertains, inspires, and builds trust. Likewise, influencers have evolved from social media personalities into powerful media businesses capable of shaping consumer behavior, driving purchasing decisions, and building global communities.
Content Creation & Influencer Marketing is a practical, executive-oriented course designed to help Junior MBA students understand how strategic content and influence drive modern business growth. Rather than focusing on viral trends or platform-specific tactics, the course examines content creation and influencer marketing as long-term business strategies grounded in psychology, branding, communication, customer relationships, and value creation.
Students will explore audience psychology, content strategy, storytelling, personal branding, influencer partnerships, creator economics, digital communities, platform ecosystems, analytics, monetization, artificial intelligence, reputation management, and ethical leadership. Throughout the course, emphasis is placed on executive thinking and sustainable business development, enabling future leaders to build brands and organizations that earn trust, attention, and enduring customer loyalty.
Course Objectives
By the conclusion of this course, students will be able to:
• Understand content creation as a strategic business function rather than a promotional activity.
• Analyze the psychological principles that drive audience engagement and influence.
• Develop long-term content strategies aligned with organizational objectives.
• Understand the role of storytelling in brand building and customer relationships.
• Evaluate influencer marketing as a business growth strategy.
• Build authentic digital communities that support long-term customer loyalty.
• Understand creator economics and modern attention-based business models.
• Apply analytics and data to improve content performance and strategic decision-making.
• Recognize ethical responsibilities associated with influence and digital communication.
• Apply content and influencer strategies to entrepreneurship, executive leadership, and organizational growth.
