Brand & Content Marketing is a IE University course for professionals who want to learn how to produce memorable content through quality storytelling. Students will go through a learning process that will start with a deep understanding of the term Branded Content and its main differences with traditional advertising, simultaneously creating an effective story-line through powerful values. The course analyses the production of quality journalism and explores how to create memorable and long lasting connections with a given target audience in a world of constant content surplus. It concludes with a deeper insight into the term of Brand Entertainment, giving them the opportunity to amplify their knowledge about how to produce a good call to action and retain the audience's attention.
提供方
教学大纲 - 您将从这门课程中学到什么
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.
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.
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.
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.
讲师
Pedro Cifuentes Huertas
Branded Content & Journalism Professor关于 IE商学院
关于 Branding: The Creative Journey 专项课程
常见问题
我什么时候能够访问课程视频和作业？
注册以便获得证书后，您将有权访问所有视频、测验和编程作业（如果适用）。只有在您的班次开课之后，才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程，可能无法访问某些作业。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
退款政策是如何规定的？
有助学金吗？
还有其他问题吗？请访问 学生帮助中心。