课程信息

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第 2 门课程(共 4 门)
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中级
完成时间大约为15 小时
英语(English)
可分享的证书
完成后获得证书
100% 在线
立即开始,按照自己的计划学习。
第 2 门课程(共 4 门)
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15 小时
英语(English)

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IE商学院

教学大纲 - 您将从这门课程中学到什么

1

1

完成时间为 3 小时

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?

完成时间为 3 小时
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!30分钟
2

2

完成时间为 3 小时

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM

完成时间为 3 小时
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!30分钟
3

3

完成时间为 3 小时

CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES

完成时间为 3 小时
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

4

完成时间为 5 小时

WE LIVE IN A BRAND ENTERTAINMENT WORLD

完成时间为 5 小时
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!30分钟

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