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다음 특화 과정의 4개 강좌 중 2번째 강좌:
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강의 계획 - 이 강좌에서 배울 내용

1

1

완료하는 데 3시간 필요

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?

완료하는 데 3시간 필요
10개 동영상 (총 40분), 3 개의 읽기 자료, 1 개의 테스트
10개의 동영상
A Brand New World (and a crazy one)3m
‘Every top company becomes a media company’3m
The Content Market Revolution3m
The Change in Media Consumption Habits3m
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain10m
Who Is the Target Audience?4m
The Need for Meaning in the ‘Liquid’ Era3m
Customer Logic vs Company Logic3m
Don’t Write What You Know3m
3개의 읽기 자료
*** Important note before starting the course5m
Optional: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr1시간
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10m
1개 연습문제
Test your knowledge on Module 1!30m
2

2

완료하는 데 3시간 필요

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM

완료하는 데 3시간 필요
11개 동영상 (총 64분), 2 개의 읽기 자료, 1 개의 테스트
11개의 동영상
The ‘Death’ of Newspapers4m
Branded Journalism’s Rising Prominence in Media2m
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca10m
Headlines, Clickbaits and Deception3m
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary9m
Where are the stories?5m
‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca10m
Newsworthiness for Marketing Purposes5m
Thinking as a Good Journalist: Quality5m
Transparency and Credibility: The Road to Earned Media4m
2개의 읽기 자료
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20m
Compulsory: Reading: Journalism That Stands Apart (NYT Report)20m
1개 연습문제
Test your knowledge in Module 2!30m
3

3

완료하는 데 3시간 필요

CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES

완료하는 데 3시간 필요
9개 동영상 (총 38분), 2 개의 읽기 자료, 1 개의 테스트
9개의 동영상
What’s old is new again5m
Nothing Is Beyond the Scope of Human Interest3m
Unique Stories: Connecting With the Audience3m
Stories and Saturated Audiences2m
What Makes a Good Story6m
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant6m
Style and Coherence: Different Companies, Different Media, Different Stories3m
Inbound Marketing: A Long-Term Publishing Strategy3m
2개의 읽기 자료
Optional: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore1시간
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo10m
4

4

완료하는 데 5시간 필요

WE LIVE IN A BRAND ENTERTAINMENT WORLD

완료하는 데 5시간 필요
12개 동영상 (총 73분), 5 개의 읽기 자료, 1 개의 테스트
12개의 동영상
A Multiplatform Transmedia Challenge5m
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker8m
Content Discovery2m
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain9m
Movies in the Service of Brands3m
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca4m
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc11m
We Don't Own Our Stories Anymore2m
‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media10m
‘Our only pattern is finding how we can give value to the user so we can get their attention and then a call to action’: Interview with Dani Marote – CEO at Hydra Social Media10m
A Wrap Up From Professor Pedro Cifuentes1m
5개의 읽기 자료
Optional: A Cannes Lions Jury Presents: The Art of Branded Entertainment, Part 1, 'Digitally Born Killers (or what branded entertainment can do for brands)'1시간
Compulsory : Branded Content: The What, Why, When and How - The Mission Podcasts20m
Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger45m
Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn20m
Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist20m
1개 연습문제
Test your knowledge on Module 4!30m

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BRAND & CONTENT MARKETING 의 최상위 리뷰

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Branding: The Creative Journey 특화 과정 정보

Branding: The Creative Journey

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