课程信息

23,128 次近期查看

学生职业成果

50%

通过此课程获得实实在在的工作福利
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 3 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。
初级
完成时间大约为9 小时
英语(English)
字幕:英语(English)

学生职业成果

50%

通过此课程获得实实在在的工作福利
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 3 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。
初级
完成时间大约为9 小时
英语(English)
字幕:英语(English)

提供方

IE商学院 徽标

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 2 小时

Telling a Brand Story Through Images

完成时间为 2 小时
11 个视频 (总计 82 分钟), 2 个阅读材料, 1 个测验
11 个视频
Purpose of the Creative Pitch: Interview with Maria Haro9分钟
Process Overview2分钟
The History of Branding Through Images4分钟
The Art of Story Branding6分钟
Story Branding Through Images and Concepts6分钟
Understanding the Language of Image-Making I10分钟
Understanding the Language of Image-Making II11分钟
Understanding the Language of Image-Making III7分钟
Narrative: First Contact with the Client16分钟
Optional Portfolio Assignment3分钟
2 个阅读材料
***Important note before starting the course***10分钟
Recommended/Optional: ¨Photographically Speaking¨10分钟
1 个练习
Let's Talk About Some Images16分钟
2

2

完成时间为 1 小时

The Brand Analysis

完成时间为 1 小时
6 个视频 (总计 23 分钟)
6 个视频
Which is More Important: Brand or Product?2分钟
Brand Analysis2分钟
The Positioning Statement: Interview with Maria Haro3分钟
How to Write a Brand Positioning Statement1分钟
Narrative: Talking About the Values of the Brand10分钟
1 个练习
Testing Your Skills14分钟
3

3

完成时间为 1 小时

Creative Advertising Concepts

完成时间为 1 小时
7 个视频 (总计 26 分钟)
7 个视频
What is Creative Advertising?5分钟
Examining Ads: Creating Conceptual Advertising (images)6分钟
How to Convey the Unique Selling Propositions of the Brand4分钟
From Brand to Concept1分钟
Presenting the Creative Concepts to the Client3分钟
Narrative: Presenting the Creative Pitch to the Client4分钟
1 个练习
Test Your Skills10分钟
4

4

完成时间为 3 小时

The Production Plan and the Creative Pitch

完成时间为 3 小时
11 个视频 (总计 39 分钟)
11 个视频
Defining the Brand Through the Production Team2分钟
Production Team Interviews: Creative Director/Graphic Designer Maria Haro5分钟
Production Team Interviews: Stylist Isabel Ottino8分钟
Production Team Interviews: Art Designer Adrian Tai8分钟
Narrative: Presenting the Production Plan to the Client6分钟
The Creative Pitch Deck1分钟
Explaining the Activity: The Campaign Challenge1分钟
The Photo Shoot1分钟
What Did We Learn?1分钟
Farewell!54
1 个练习
Test Your Skills10分钟

审阅

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关于 Branding: The Creative Journey 专项课程

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

常见问题

  • Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

    • The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.

    • The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

  • If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.

  • Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

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