Brand & Content Marketing is a IE University course for professionals who want learn how to produce memorable content through quality storytelling.
Students will go through a learning process that will start with understanding the term Branded Content and its main differences with traditional advertising and simultaneously creating an effective story-line though powerful values. The course analyses the production of quality journalism and explores how to create memorable and long lasting connection with an audience in a world of constant content. It concludes with a deeper insight into the term of Brand Entertainment, giving them the opportunity to amplify their knowledge in how to produce a good call to action and retain the audience's attention.
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Brand & Content Marketing
proposé par
IE Business School
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1WHY 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 vidéos (Total 40 min), 3 lectures, 1 quiz
10 vidéos
A Brand New World (and a crazy one)3 min
‘Every top company becomes a media company’3 min
The Content Market Revolution3 min
The Change in Media Consumption Habits3 min
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain10 min
Who Is the Target Audience?4 min
The Need for Meaning in the ‘Liquid’ Era3 min
Customer Logic vs Company Logic3 min
Don’t Write What You Know3 min
3 lectures
*** Important note before starting the course5 min
Optional: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carrs
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10 min
1 exercice pour s'entraîner
Test your knowledge on Module 1!20 min
Semaine
2THE 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 vidéos (Total 64 min), 2 lectures, 1 quiz
11 vidéos
The ‘Death’ of Newspapers4 min
Branded Journalism’s Rising Prominence in Media2 min
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca10 min
Headlines, Clickbaits and Deception3 min
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary9 min
Where are the stories?5 min
‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca10 min
Newsworthiness for Marketing Purposes5 min
Thinking as a Good Journalist: Quality5 min
Transparency and Credibility: The Road to Earned Media4 min
2 lectures
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20 min
Compulsory: Reading: Journalism That Stands Apart (NYT Report)20 min
1 exercice pour s'entraîner
Test your knowledge in Module 2!20 min
Semaine
3CONNECTING 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 vidéos (Total 38 min), 2 lectures, 1 quiz
9 vidéos
What’s old is new again5 min
Nothing Is Beyond the Scope of Human Interest3 min
Unique Stories: Connecting With the Audience3 min
Stories and Saturated Audiences2 min
What Makes a Good Story6 min
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant6 min
Style and Coherence: Different Companies, Different Media, Different Stories3 min
Inbound Marketing: A Long-Term Publishing Strategy3 min
2 lectures
Optional: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moores
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo10 min
Semaine
4WE 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 vidéos (Total 73 min), 5 lectures, 1 quiz
12 vidéos
A Multiplatform Transmedia Challenge5 min
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker8 min
Content Discovery2 min
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain9 min
Movies in the Service of Brands3 min
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca4 min
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc11 min
We Don't Own Our Stories Anymore2 min
‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media10 min
‘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 min
A Wrap Up From Professor Pedro Cifuentes1 min
5 lectures
Optional: A Cannes Lions Jury Presents: The Art of Branded Entertainment, Part 1, 'Digitally Born Killers (or what branded entertainment can do for brands)'s
Compulsory : Branded Content: The What, Why, When and How - The Mission Podcasts20 min
Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger45 min
Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn20 min
Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist20 min
1 exercice pour s'entraîner
Test your knowledge on Module 4!20 min
Enseignant
Pedro Cifuentes Huertas
Associate ProfessorEMCC, Bachelor in Communication
À propos de 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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