Influence Marketing for Industrial Business, 5 ECTS (School of Technology)

This course provides knowledge and understanding of influence marketing in industrial business.

Course content

The objective of this course is to acquaint students with the role of influence in marketing and how influencer marketing strategies can be used to meet business objectives. An emphasis is placed on the role of culture and influence in industrial business, although the topics are also studied in the context of business-to-consumer marketing.

Welcome to our Summer School, one of the best experiences of your life! 

Summer School osallistujia yritysvierailulla

Course programme May 8 - 12, 2023

Monday, May 8

9:00 - 11:30 am

  • Starting of the course by Dr. Don Roy
  • General arrangements and Finland-Jyvaskyla-Jamk presentation by Mrs. Anneli Kakko

11:30 am - 12:30 pm

  • Lunch

12:30 - 1:30 pm

  • Introduction to Influence Marketing by Dr. Don Roy

1:45 - 3:00 pm

  • Principles of Influence by Dr. Don Roy


Tuesday, May 9

9:00 - 10:15 am

  • Culture and Marketing by Dr. Don Roy

10:30 - 11:30 am

  • Who has Influence? by Dr. Don Roy

11:30 am - 12:15 pm

  • Lunch

12:15 - 5:00 pm 

  • Company Visit

6:30 - 10:00 pm

  • Rhea Cruise with Dinner at Lakes Jyväsjärvi and Päijänne


Wednesday, May 10

9:00 - 11:30 am 

  • The Strategy of Influence by Dr. Don Roy

11:30 am - 12:30 pm

  • Lunch

 12:30 - 1:30 pm 

  • Presentation of Brand Team Finland Oy by Mr. Seppo Väliheikki, Managing Director

1:45 - 4:00 pm

  • Case Assignment and Discussion by Dr. Don Roy


Thursday, May 11

9:00 - 10:15 am

  • Implementing an Influence Marketing Campaign by Dr. Don Roy

10:15 - 11:30 am

  • Influence Marketing Best Practices by Dr. Don Roy

11:30 am - 12:30 pm

  • Lunch

12:30 - 4:00 pm

  • Final Assignment Work Session


Friday, May 12

8:50 am

  • Meeting in front of F1 door

9:00 am - 12:00 pm

  • Company Visit

12:00 - 1:00 pm

  • Lunch

1:00 - 3:00 pm

  • Final Assignment Presentations

3:00 - 4:00 pm

  • Feedback and Ending of the Course


We reserve the right to modify the program.

Don Roy

Jyväskylä, city of students

Jyväskylä has four beautiful seasons ranging from warm green summers to crisp white winters. The city, located in Central Finland, is surrounded by numerous beautiful lakes and scenic nature. Finland and Jyväskylä are safe places to study and live in. Jyväskylä is a city of students, where every 3rd person that you pass by is a student. The city is very dynamic. Take a look at the sports and cultural activities, not to mention the restaurants and cafés. One of Jamk’s international students was very surprised to get her lost wallet back. This can actually happen in Jyväskylä! Honesty is the hallmark of Finnish culture.

  • a pocket size metropol with a lively urban centre
  • all the services, shops, schools and work are close at hand
  • a wide variety of leisure and sport activities
  • a modern centre for industry and learning
  • situated between lakes and hills
  • population over 140,000

More information

Anneli Kakko

Lehtori, Senior Lecturer
Uudistuvan teollisuuden instituutti, Institute of New Industry
Teknologia, School of Technology