TORONTO — Until last year, communications instructor Lara Cardoso saw an influencer-shaped hole in the University of Guelph-Humber's course offerings.

The school aims to prepare students for the workforce, but Cardoso said those wading into the so-called creator economy, in which sponsored social media posts are marketing gold, have long had to learn on the job.

"There was no course centred around influencer marketing or influencer relations or the creator economy," she said. "I was also teaching social media strategies ... and students seemed to be super interested in: what is a content creator? How can I be one? How do we work with one?"

These are among the questions she answers in "Influencer Marketing (And What Comes Next)," a fourth-year course she designed for the media and commun

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