Este curso forma parte de Programa especializado: Branding: The Creative Journey

4.4
estrellas
216 calificaciones

92 %

Pedro Cifuentes Huertas

21.230 ya inscrito

ofrecido por

Programa especializado: Branding: The Creative JourneyIE Business School

Acerca de este Curso

40.972 vistas recientes

Storytelling in Branding and Content Marketing is an 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 storyline based on strong brand values and messages. 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.

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Curso 2 de 4 en

Programa especializado: Branding: The Creative Journey

Nivel principiante

Aprox. 13 horas para completar

Inglés (English)

Subtítulos: Inglés (English)

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Prueba Coursera para negocios

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 2 de 4 en

Programa especializado: Branding: The Creative Journey

Nivel principiante

Aprox. 13 horas para completar

Inglés (English)

Subtítulos: Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Calificación del instructor

4,29/5 (48 calificaciones)

Pedro Cifuentes Huertas

Branded Content & Journalism Professor

IE School of Human Sciences and Technology

21.230 alumnos

1 curso

ofrecido por

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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Programa - Qué aprenderás en este curso

Calificación del contenido92%(1,624 calificaciones)

Semana

Semana 1

3 horas para completar

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 horas para completar

10 videos (Total 41 minutos), 3 lecturas, 1 cuestionario

10 videos

Introduction to Module 11m

A Brand New World (and a crazy one)3m

‘Every top company becomes a media company’3m

The Content Market Revolution3m

The Change in Media Consumption Habits3m

Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain10m

Who Is the Target Audience?4m

The Need for Meaning in the ‘Liquid’ Era3m

Customer Logic vs Company Logic3m

Don’t Write What You Know3m

3 lecturas

*** Important note before starting the course5m

Suggested Reading: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr1h

Compulsory Reading: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10m

1 ejercicio de práctica

Test your knowledge on Module 1!30m

Semana

Semana 2

2 horas para completar

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 horas para completar

11 videos (Total 65 minutos), 2 lecturas, 1 cuestionario

11 videos

Introduction to Module 21m

The ‘Death’ of Newspapers4m

Branded Journalism’s Rising Prominence in Media3m

‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca10m

Headlines, Clickbaits and Deception3m

Trust with content is the same as in any other relationship : Interview with Juanjo Montanary9m

Where are the stories?5m

‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca10m

Newsworthiness for Marketing Purposes5m

Thinking as a Good Journalist: Quality5m

Transparency and Credibility: The Road to Earned Media4m

2 lecturas

Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20m

Compulsory Reading: Journalism That Stands Apart (NYT Report)20m

1 ejercicio de práctica

Test your knowledge in Module 2!30m

Semana

Semana 3

3 horas para completar

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 horas para completar

9 videos (Total 38 minutos), 1 lectura, 1 cuestionario

9 videos

Introduction to Module 31m

What’s old is new again5m

Nothing Is Beyond the Scope of Human Interest3m

Unique Stories: Connecting With the Audience3m

Stories and Saturated Audiences2m

What Makes a Good Story6m

‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant6m

Style and Coherence: Different Companies, Different Media, Different Stories3m

Inbound Marketing: A Long-Term Publishing Strategy3m

1 lectura

Suggested Reading: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore1h

Semana

Semana 4

3 horas para completar

CREATING A STORY FOR YOUR BRAND

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.

3 horas para completar

14 videos (Total 89 minutos), 4 lecturas, 1 cuestionario

14 videos

Introduction to Module 42m

A Multiplatform Transmedia Challenge6m

What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker9m

Content Discovery2m

Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain9m

Movies in the Service of Brands3m

Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca4m

Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc11m

We Don't Own Our Stories Anymore2m

‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media10m

Choosing the Right Format for a Piece of Content7m

Success Stories in Branded Content7m

‘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 Media10m

A Wrap Up From Professor Pedro Cifuentes51s

4 lecturas

Compulsory Reading: Branded Content: The What, Why, When and How - The Mission Podcasts20m

Optional Reading: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger45m

Compulsory Reading: The ultimate step-by-step guide to understanding gamification10m

Playing for Keeps: How Brands Should Use Gamification 10m

1 ejercicio de práctica

Test your knowledge on Module 4!30m

Reseñas

4.4

46 reseña

5 stars
62,22 %
4 stars
19,55 %
3 stars
12,44 %
2 stars
2,22 %
1 star
3,55 %

Principales reseñas sobre STORYTELLING IN BRANDING AND CONTENT MARKETING

por CW18 de nov. de 2021

Assignment instruction on week 3 is quite unclear, not sure if I am suppose to make my own brand or present an existing one.

por EV14 de ene. de 2020

Absolutely loved this course! Super interesting and not boring at all!

por SH7 de ago. de 2020

This course will help you clearly understand difference between traditional marketing and modern marketing!

por SP29 de sep. de 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.

Ver todas las reseñas

Acerca de Programa especializado: 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.

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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Storytelling in Branding and Content Marketing

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