🧩 Course Description
In today’s attention-driven digital economy, short-form videos and influencer marketing are rewriting the rules of brand communication, consumer behavior, and digital commerce. This module dives deep into how platforms like TikTok, Instagram Reels, and YouTube Shorts have become the new frontline for storytelling, engagement, and conversion.
Students will explore how social media is evolving into a commerce ecosystem, where content, community, and checkout converge — enabling brands to sell directly within apps through shoppable posts, live shopping, and creator collaborations. The course also examines the transformation of influencer marketing, from mega-celebrity endorsements to the rise of micro, nano, and even AI-powered influencers that drive authenticity and niche appeal.
By combining strategy, psychology, and data insights, this module equips MBA students with the understanding and tools to design, evaluate, and manage digital campaigns that resonate with modern consumers and deliver measurable ROI.
🎯 Learning Outcomes
By the end of this module, participants will be able to:
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Explain the rise and strategic importance of short-form video in digital marketing.
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Identify opportunities in social commerce and design end-to-end “content-to-conversion” journeys.
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Evaluate the effectiveness of influencer marketing across different tiers (micro, nano, AI).
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Develop frameworks to measure engagement, conversion, and brand impact.
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Critically analyze case studies of brands leveraging TikTok, Reels, and live shopping.
🧠 Who Should Attend
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MBA students specializing in Marketing, Strategy, or Entrepreneurship
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Early-career marketers and digital enthusiasts
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Business leaders seeking to understand modern consumer engagement models