課程信息
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第 2 門課程(共 4 門)

100% 在線

立即開始,按照自己的計劃學習。

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中級

完成時間大約為12 小時

建議:4 hours/week...

英語(English)

字幕:英語(English)

第 2 門課程(共 4 門)

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12 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?

10 個視頻 (總計 40 分鐘), 3 個閱讀材料, 1 個測驗
10 個視頻
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!20分鐘
2
完成時間為 2 小時

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM

11 個視頻 (總計 64 分鐘), 2 個閱讀材料, 1 個測驗
11 個視頻
‘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

9 個視頻 (總計 38 分鐘), 2 個閱讀材料, 1 個測驗
9 個視頻
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
完成時間為 5 小時

WE LIVE IN A BRAND ENTERTAINMENT WORLD

12 個視頻 (總計 73 分鐘), 5 個閱讀材料, 1 個測驗
12 個視頻
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!20分鐘

講師

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Pedro Cifuentes Huertas

Branded Content & Journalism Professor
IE School of Human Sciences and Technology

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....

關於 Branding: The Creative Journey 專項課程

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. We must think in a strategic manner when creating brands. Branding is about co-creation and conversation between the audiences, customers and users. What is relevant is how people out there perceive and live the brand. Brands are the story, the personality and the culture of an organization; the intangible elements that form it....
Branding: The Creative Journey

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