课程信息
4.5
35 个评分
11 个审阅
100% 在线

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

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

完成时间(小时)

完成时间大约为10 小时

建议:3 hours/week...
可选语言

英语(English)

字幕:英语(English)
100% 在线

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

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

完成时间(小时)

完成时间大约为10 小时

建议:3 hours/week...
可选语言

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(小时)
完成时间为 2 小时

Telling a Brand Story Through Images

In the first week of the course we will cover the overview of the course itself and the entire process of creating an effective Creative Pitch. We will go in-depth into when the creative process starts and how to communicate Brand Values. Finally, we will examine the language of image-making to understand how images convey a Brand's ¨look and feel¨....
Reading
11 个视频 (总计 82 分钟), 2 个阅读材料, 1 个测验
Video11 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
Reading2 个阅读材料
***Important note before starting the course***10分钟
Recommended/Optional: ¨Photographically Speaking¨10分钟
Quiz1 个练习
Let's Talk About Some Images16分钟
2
完成时间(小时)
完成时间为 1 小时

The Brand Analysis

In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement. ...
Reading
6 个视频 (总计 23 分钟), 1 个测验
Video6 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
Quiz1 个练习
Testing Your Skills14分钟
3
完成时间(小时)
完成时间为 1 小时

Creative Advertising Concepts

In week 3 you have the chance to get your creative juices flowing! Brian takes you through the art behind creative advertising and how to use creative advertising to transmit a Brand image and their selling propositions. You will learn how to take your ideas and present them to a client in a cohesive and coherent way as a part of your creative pitch. ...
Reading
7 个视频 (总计 26 分钟), 1 个测验
Video7 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
Quiz1 个练习
Test Your Skills10分钟
4
完成时间(小时)
完成时间为 3 小时

The Production Plan and the Creative Pitch

In the 4th and final week, you will take your creative concepts and put them into action! You will sit in as Brian interviews various members of a production team and learn what each one's role is, the ways they prepare for a shoot/filming, and the use of mood boards in this process. You will then learn how to make a Production Brief and how to present it to your client. Finally, you will take all you've learned the past 4 weeks and combine it to make your final Creative Pitch Deck. ...
Reading
11 个视频 (总计 39 分钟), 2 个测验
Video11 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!54s
Quiz1 个练习
Test Your Skills10分钟
4.5
11 个审阅Chevron Right

热门审阅

创建者 YHOct 2nd 2018

Very helpful intro into image creation and brand awareness build-up. The skills and knowledge can be applied immediately if you are in the business or on learning stage.

创建者 MKDec 19th 2017

Very beneficial course. Apt & to the point content in very less time.

讲师

Avatar

Brian Hallett

Associate Professor
Master in Visual and Digital Media

关于 IE Business School

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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