University-industry collaboration in the professionalization of influencer marketing
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https://doi.org/10.17979/redma.2026.30.1.13462Abstract
This paper examines the academic institutionalization of influencer marketing in Spanish higher education by analysing the case of the University of Nebrija minor in Influencers, Brand and Reputation, and its alignment with the competency framework in this professional field. The analysis also examines 2651 modules from 123 Spanish undergraduate degrees in communication, advertising, and marketing to assess the inclusion of influencer marketing in university programmes. The findings reveal a very low level of inclusion: only 1.4% dedicated courses, 18.9% courses with partial coverage, and 79.7% courses with no specific content. In contrast, the University of Nebrija minor offers comprehensive, structured competency coverage aligned with industry demands. The article concludes by highlighting the persistent gap between the professionalization of influencer marketing and its inclusion in university degree programmes, and proposes the University of Nebrija minor as a model for educational innovation and university-industry collaboration.
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