課程信息

100% 在線

立即開始,按照自己的計劃學習。

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11 小時

建議:4 hours/week...

英語(English)

字幕:英語(English)

100% 在線

立即開始,按照自己的計劃學習。

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11 小時

建議:4 hours/week...

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 3 小時

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. ...
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 Carr
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!20分鐘
2
完成時間為 2 小時

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. ...
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!20分鐘
3
完成時間為 4 小時

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....
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 Moore
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo10分鐘
4
完成時間為 5 小時

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. ...
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)'
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!20分鐘

講師

Pedro Cifuentes Huertas

Associate Professor
EMCC, Bachelor in Communication

關於 IE商学院

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....

常見問題

  • 注册以便获得证书后,您将有权访问所有视频、测验和编程作业(如果适用)。只有在您的班次开课之后,才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程,可能无法访问某些作业。

  • 您购买证书后,将有权访问所有课程材料,包括评分作业。完成课程后,您的电子课程证书将添加到您的成就页中,您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容,可以免费旁听课程。

還有其他問題嗎?請訪問 學生幫助中心