About this Course
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다음 전문 분야의 4개 강좌 중 2번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

중급 단계

완료하는 데 약 12시간 필요

권장: 4 hours/week...

영어

자막: 영어

다음 전문 분야의 4개 강좌 중 2번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

중급 단계

완료하는 데 약 12시간 필요

권장: 4 hours/week...

영어

자막: 영어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 3시간 필요

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?

In the first week of the course, we will get an overview of the main differences between Branded Content and traditional advertising. There is a new ecosystem of permanent distraction and content production, which is leading to new business models. We will learn how brand values should have an influence over the storyline.

...
10 videos (Total 40 min), 3 readings, 1 quiz
10개의 동영상
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 Carr1h
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10m
1개 연습문제
Test your knowledge on Module 1!20m
2
완료하는 데 2시간 필요

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM

During week two, Professor Cifuentes will introduce the main differences between good and bad journalism. The purpose is that we understand the process to go from a declining newspaper industry to the creation of high quality Branded Content. You will also learn how to develop quality headlines; the main element to attract the reader’s attention.

...
11 videos (Total 64 min), 2 readings, 1 quiz
11개의 동영상
‘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!20m
3
완료하는 데 4시간 필요

CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES

In week three, you will have the chance to understand how brands today are in need of stories. Pedro will explain the main elements that make a good story and how different story formats are applied for different purposes. We will address the elements behind storytelling and how to achieve emotional connections through relevance in stories.

...
9 videos (Total 38 min), 2 readings, 1 quiz
9개의 동영상
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 Moore1h
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo10m
4
완료하는 데 5시간 필요

WE LIVE IN A BRAND ENTERTAINMENT WORLD

We have made it to the last module of the course. In this section, we will get a deep insight of the Brand Entertainment field through the eyes of respected professionals in the area. We will be able to amplify our knowledge in how to produce an effective call to action and how to preserve the audience; a key and complex factor in nowadays ocean of never-ending content.

...
12 videos (Total 73 min), 5 readings, 1 quiz
12개의 동영상
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)'1h
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!20m

강사

Pedro Cifuentes Huertas

Associate Professor
EMCC, Bachelor in Communication

IE 경영대학원 정보

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

Branding: The Creative Journey 전문 분야 정보

This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience. We must think in a strategic manner when creating brands. Branding is about co-creation and conversation between the audiences, customers and users. What is relevant is how people out there perceive and live the brand. Brands are the story, the personality and the culture of an organization; the intangible elements that form it....
Branding: The Creative Journey

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 강좌를 등록하면 전문 분야의 모든 강좌에 접근할 수 있고 강좌를 완료하면 수료증을 취득할 수 있습니다. 전자 수료증이 성취도 페이지에 추가되며 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 내용만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

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