In a bold move that marks a significant shift in the world of academia, South East Technological University (SETU) in Carlow, Ireland, has unveiled a college major designed exclusively for the social media-savvy Generation Z.
This program aims to transform aspiring influencers and content creators into experts in social media theory and audience engagement. With the influencer marketing industry now valued at over $21 billion, SETU's new major comes at a time when young digital natives are increasingly viewing content creation as a viable career path.
In a world where anyone with a smartphone can become an influencer, SETU's Bachelor of Arts degree in Influencer Marketing promises to provide students with the knowledge and skills needed to thrive in the online ecosystem. The course is offering a comprehensive curriculum that delves deep into the theories behind influencer advertising.
While other prestigious institutions in the US such as University of Southern California, Cornell, Duke, and Chapman have dabbled in influencer-related courses, SETU takes the lead as the first university to dedicate an entire major to this burgeoning industry.
As Tom Hafen, a brand management professor at Columbia University, pointed out to New York Post, "One thing that's really great about teaching college classes is that I'm teaching digital natives — they live and breathe this stuff."
In an era where remote work and entrepreneurship are highly valued, a career as an influencer offers the promise of independence and control over one's life.
Cornell University communications professor Brooke Erin Duffy said, "Now, more than ever, everyone wants to maintain a semblance of control over their lives, and an influencer career promises an independent entrepreneurial career." However, Duffy cautioned that success in this field might be elusive, as the ever-evolving nature of social media platforms can render specific platform-based training obsolete in the blink of an eye.
Influencer marketing is more than just creating trendy TikToks or Instagram posts; it's akin to managing a personal business, complete with financial responsibilities and tax considerations.
Dylan Huey, CEO of Reach, an on-campus organization for student creators, emphasized the need for a broader understanding of the creative economy. "I think that we're still so, so early in terms of the amount of classes that should be taught for influencers, and for social media, and that landscape," Huey stated, highlighting the vast potential for further education in this rapidly evolving field.
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