The Creator Economy is fundamentally shifting economic power from legacy institutions to individuals. This movement has redefined content, commerce, and career paths, transforming individual influence into sustainable business enterprises. At its core, the Creator Economy is about capturing and monetizing attention and influence. This intensive, interactive Industry course moves beyond simple content creation as a hobby or 'side hustle' to interpersonal and economic necessity. Individuals, leaders, and companies need to have a social presence. This class will analyze the tactics and psychology of content creation, the strategic communication involved as well as the sophisticated platform strategies, new business models, and infrastructure required for long-term success. The Creator Economy consists of a complex, global ecosystem that demands strategic decision-making and operational excellence in a quickly changing environment. Students will learn how top creators scale their influence from personal brand to multi-channel media business along with how traditional businesses are adapting their branding, marketing, and media spend to be 'creator-first.' Further, students will explore the ethical, legal, and societal implications of the Creator Economy and its effects on education, politics, and business. Ultimately, students will be able to leverage the learnings from this course to: Build and support company and personal brands: Focus on establishing and strengthening brands (e.g., thought leadership on LinkedIn). Become Professional Creators: Build a career as a creator or working close to native creator companies (e.g., monetization through digital products, brand deals). Become Founders / Marketing or Media Professionals: Use the creator economy to drive business growth (e.g., influencer partnerships).
3 units · GSB Pass/Fail
The Creator Economy is fundamentally shifting economic power from legacy institutions to individuals. This movement has redefined content, commerce, and career paths, transforming individual influence into sustainable business enterprises. At its core, the Creator Economy is about capturing and monetizing attention and influence. This intensive, interactive Industry course moves beyond simple content creation as a hobby or 'side hustle' to interpersonal and economic necessity. Individuals, leaders, and companies need to have a social presence. This class will analyze the tactics and psychology of content creation, the strategic communication involved as well as the sophisticated platform strategies, new business models, and infrastructure required for long-term success. The Creator Economy consists of a complex, global ecosystem that demands strategic decision-making and operational excellence in a quickly changing environment. Students will learn how top creators scale their influence from personal brand to multi-channel media business along with how traditional businesses are adapting their branding, marketing, and media spend to be 'creator-first.' Further, students will explore the ethical, legal, and societal implications of the Creator Economy and its effects on education, politics, and business. Ultimately, students will be able to leverage the learnings from this course to: Build and support company and personal brands: Focus on establishing and strengthening brands (e.g., thought leadership on LinkedIn). Become Professional Creators: Build a career as a creator or working close to native creator companies (e.g., monetization through digital products, brand deals). Become Founders / Marketing or Media Professionals: Use the creator economy to drive business growth (e.g., influencer partnerships).
Offered in Autumn 2026 at Stanford University.