课程信息
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中级

完成时间大约为12 小时

建议:4 hours/week...

英语(English)

字幕:英语(English)

100% 在线

立即开始,按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

中级

完成时间大约为12 小时

建议:4 hours/week...

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间为 3 小时

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 个视频 (总计 40 分钟), 3 个阅读材料, 1 个测验
10 个视频
A Brand New World (and a crazy one)3分钟
‘Every top company becomes a media company’3分钟
The Content Market Revolution3分钟
The Change in Media Consumption Habits3分钟
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain10分钟
Who Is the Target Audience?4分钟
The Need for Meaning in the ‘Liquid’ Era3分钟
Customer Logic vs Company Logic3分钟
Don’t Write What You Know3分钟
3 个阅读材料
*** Important note before starting the course5分钟
Optional: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr1小时
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10分钟
1 个练习
Test your knowledge on Module 1!20分钟
2
完成时间为 2 小时

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 个视频 (总计 64 分钟), 2 个阅读材料, 1 个测验
11 个视频
The ‘Death’ of Newspapers4分钟
Branded Journalism’s Rising Prominence in Media2分钟
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca10分钟
Headlines, Clickbaits and Deception3分钟
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary9分钟
Where are the stories?5分钟
‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca10分钟
Newsworthiness for Marketing Purposes5分钟
Thinking as a Good Journalist: Quality5分钟
Transparency and Credibility: The Road to Earned Media4分钟
2 个阅读材料
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20分钟
Compulsory: Reading: Journalism That Stands Apart (NYT Report)20分钟
1 个练习
Test your knowledge in Module 2!20分钟
3
完成时间为 4 小时

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 个视频 (总计 38 分钟), 2 个阅读材料, 1 个测验
9 个视频
What’s old is new again5分钟
Nothing Is Beyond the Scope of Human Interest3分钟
Unique Stories: Connecting With the Audience3分钟
Stories and Saturated Audiences2分钟
What Makes a Good Story6分钟
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant6分钟
Style and Coherence: Different Companies, Different Media, Different Stories3分钟
Inbound Marketing: A Long-Term Publishing Strategy3分钟
2 个阅读材料
Optional: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore1小时
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo10分钟
4
完成时间为 5 小时

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 个视频 (总计 73 分钟), 5 个阅读材料, 1 个测验
12 个视频
A Multiplatform Transmedia Challenge5分钟
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker8分钟
Content Discovery2分钟
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain9分钟
Movies in the Service of Brands3分钟
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca4分钟
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc11分钟
We Don't Own Our Stories Anymore2分钟
‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media10分钟
‘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 Media10分钟
A Wrap Up From Professor Pedro Cifuentes1分钟
5 个阅读材料
Optional: A Cannes Lions Jury Presents: The Art of Branded Entertainment, Part 1, 'Digitally Born Killers (or what branded entertainment can do for brands)'1小时
Compulsory : Branded Content: The What, Why, When and How - The Mission Podcasts20分钟
Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger45分钟
Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn20分钟
Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist20分钟
1 个练习
Test your knowledge on Module 4!20分钟

讲师

Pedro Cifuentes Huertas

Associate Professor
EMCC, Bachelor in Communication

关于 IE商学院

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....

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