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第 2 門課程(共 4 門)
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中級
完成時間大約為15 小時
英語(English)
可分享的證書
完成後獲得證書
100% 在線
立即開始,按照自己的計劃學習。
第 2 門課程(共 4 門)
可靈活調整截止日期
根據您的日程表重置截止日期。
中級
完成時間大約為15 小時
英語(English)

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IE商学院

教學大綱 - 您將從這門課程中學到什麼

1

1

完成時間為 3 小時

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?

完成時間為 3 小時
10 個視頻 (總計 40 分鐘), 3 個閱讀材料, 1 個測驗
10 個視頻
A Brand New World (and a crazy one)3分鐘
‘Every top company becomes a media company’3分鐘
The Content Market Revolution3分鐘
The Change in Media Consumption Habits3分鐘
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain10分鐘
Who Is the Target Audience?4分鐘
The Need for Meaning in the ‘Liquid’ Era3分鐘
Customer Logic vs Company Logic3分鐘
Don’t Write What You Know3分鐘
3 個閱讀材料
*** Important note before starting the course5分鐘
Optional: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr1小時
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10分鐘
1 個練習
Test your knowledge on Module 1!30分鐘
2

2

完成時間為 2 小時

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM

完成時間為 2 小時
11 個視頻 (總計 64 分鐘), 2 個閱讀材料, 1 個測驗
11 個視頻
The ‘Death’ of Newspapers4分鐘
Branded Journalism’s Rising Prominence in Media2分鐘
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca10分鐘
Headlines, Clickbaits and Deception3分鐘
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary9分鐘
Where are the stories?5分鐘
‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca10分鐘
Newsworthiness for Marketing Purposes5分鐘
Thinking as a Good Journalist: Quality5分鐘
Transparency and Credibility: The Road to Earned Media4分鐘
2 個閱讀材料
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20分鐘
Compulsory: Reading: Journalism That Stands Apart (NYT Report)20分鐘
1 個練習
Test your knowledge in Module 2!30分鐘
3

3

完成時間為 3 小時

CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES

完成時間為 3 小時
9 個視頻 (總計 38 分鐘), 2 個閱讀材料, 1 個測驗
9 個視頻
What’s old is new again5分鐘
Nothing Is Beyond the Scope of Human Interest3分鐘
Unique Stories: Connecting With the Audience3分鐘
Stories and Saturated Audiences2分鐘
What Makes a Good Story6分鐘
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant6分鐘
Style and Coherence: Different Companies, Different Media, Different Stories3分鐘
Inbound Marketing: A Long-Term Publishing Strategy3分鐘
2 個閱讀材料
Optional: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore1小時
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo10分鐘
4

4

完成時間為 5 小時

WE LIVE IN A BRAND ENTERTAINMENT WORLD

完成時間為 5 小時
12 個視頻 (總計 73 分鐘), 5 個閱讀材料, 1 個測驗
12 個視頻
A Multiplatform Transmedia Challenge5分鐘
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker8分鐘
Content Discovery2分鐘
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain9分鐘
Movies in the Service of Brands3分鐘
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca4分鐘
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc11分鐘
We Don't Own Our Stories Anymore2分鐘
‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media10分鐘
‘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分鐘
A Wrap Up From Professor Pedro Cifuentes1分鐘
5 個閱讀材料
Optional: A Cannes Lions Jury Presents: The Art of Branded Entertainment, Part 1, 'Digitally Born Killers (or what branded entertainment can do for brands)'1小時
Compulsory : Branded Content: The What, Why, When and How - The Mission Podcasts20分鐘
Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger45分鐘
Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn20分鐘
Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist20分鐘
1 個練習
Test your knowledge on Module 4!30分鐘

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關於 Branding: The Creative Journey 專項課程

Branding: The Creative Journey

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