As the creator economy continues to transform the communications industry, colleges are adapting their curriculum to prepare students for careers in an increasingly digital world. In a recent World News Group article examining the rise of influencer-focused college courses, Guy Golan, professor of strategic communication at TCU, shared why influencer marketing has become an important area of study for the next generation of communication professionals.
Golan, whose research examines social media influencers, explained that today’s students are learning much more than how to grow an online audience. His insights helped illustrate that these courses are rooted in marketing, branding and strategic communication – not simply in teaching students how to become influencers.
“The influencer economy is the modern strategic communication economy,” he said.
Golan highlighted how the industry continues to evolve alongside changing consumer behaviors and media habits. His expertise offers valuable perspective on why higher education is preparing students to navigate a communications landscape where authenticity, credibility and digital influence play an increasingly significant role.