The Influencer Code is also the basis of two courses at UCLA Extension taught by Amanda Russell


Influencer Marketing I: Employing Influencers

Registration Number: MGMT X 460.381 – 354472
When: Wednesdays 6:30-9:30pm, May 10 through June 14, 2017
Where: UCLA Campus

Today’s consumers are dispersed over thousands of media platforms that are saturated with content and advertising. That’s why marketers are struggling to even generate awareness, least of all sales, on a cost-effective basis. Consequently, many are turning to influencers: individuals who already have large, attentive followings that they can persuade to take action.

Successful influencer marketing, however, requires more than merely asking social media stars to endorse a product. Without a well-planned strategy based on critical evaluation, marketers risk losing money, time, and opportunities; damaging their brands; and even violating federal regulations.

In this first part of a two-part course, students will learn how to research, evaluate, and employ the right influencers for their markets, and how to legally and strategically integrate them into marketing campaigns that achieve specific goals.


Influencer Marketing II: Becoming An Influencer

Registration Number: MGMT X 460.382 – 354881
When: Wednesdays 6:30-9:30pm, July 11 through August 15, 2017
Where: UCLA Campus

Marketers are increasingly hiring influencers to generate greater impact in the market, from simply promoting a brand and spreading a message, to attracting the influencers’ personal followers. Those promotional opportunities — along with the accompanying fame and other rewards — has inspired thousands of people worldwide to become influencers themselves.

At the same time, many professionals are looking to increase their personal influence, not necessarily to promote products for others, but ideally to grow their own brands, careers, ventures, and overall efficacy.

In this second part of a two-part course, students will learn — for themselves or for their clients — how to develop and manage personal brands to achieve true influence. This involves establishing credibility as an “expert,” promoting that expertise through media and messages that match their talents and their market, building a genuine and significant following, and developing rewarding relationships with their community, including other influencers and potential sponsors.