Brand & Content Marketing is a IE University course for professionals who want to learn how to produce memorable content through quality storytelling.
Ce cours fait partie de la Spécialisation Branding: The Creative Journey
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Spécialisation Branding: The Creative JourneyIE Business SchoolÀ propos de ce cours
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Cours 2 sur 4 dans le
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Niveau intermédiaire
Approx. 15 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 2 sur 4 dans le
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire
Approx. 15 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Offert par
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.
Programme du cours : ce que vous apprendrez dans ce cours
3 heures pour terminer
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.
3 heures pour terminer
10 vidéos (Total 40 min), 3 lectures, 1 quiz
2 heures pour terminer
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.
2 heures pour terminer
11 vidéos (Total 64 min), 2 lectures, 1 quiz
3 heures pour terminer
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.
3 heures pour terminer
9 vidéos (Total 38 min), 2 lectures, 1 quiz
5 heures pour terminer
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.
5 heures pour terminer
12 vidéos (Total 73 min), 5 lectures, 1 quiz
Avis
Meilleurs avis pour BRAND & CONTENT MARKETING
par AK30 avr. 2020
I really appreciate the creative assignments given by course instructors and their way of teaching. A big shoutout to all the instructors! Thanks Prof. Pedro Cifuentes and Coursera!
par SP29 sept. 2020
very great course! have always been in love with branding ,this was necessary to help me broading my strategic thinking towards brand and content marrketing.
par SH7 août 2020
This course will help you clearly understand difference between traditional marketing and modern marketing!
par EV14 janv. 2020
Absolutely loved this course! Super interesting and not boring at all!
À propos du Spécialisation Branding: The Creative Journey
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.
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