課程信息

23,587 次近期查看

學生職業成果

50%

通過此課程獲得實實在在的工作福利
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 3 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。
初級
完成時間大約為9 小時
英語(English)
字幕:英語(English)

學生職業成果

50%

通過此課程獲得實實在在的工作福利
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 3 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。
初級
完成時間大約為9 小時
英語(English)
字幕:英語(English)

提供方

IE商学院 徽標

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 2 小時

Telling a Brand Story Through Images

完成時間為 2 小時
11 個視頻 (總計 82 分鐘), 2 個閱讀材料, 1 個測驗
11 個視頻
Purpose of the Creative Pitch: Interview with Maria Haro9分鐘
Process Overview2分鐘
The History of Branding Through Images4分鐘
The Art of Story Branding6分鐘
Story Branding Through Images and Concepts6分鐘
Understanding the Language of Image-Making I10分鐘
Understanding the Language of Image-Making II11分鐘
Understanding the Language of Image-Making III7分鐘
Narrative: First Contact with the Client16分鐘
Optional Portfolio Assignment3分鐘
2 個閱讀材料
***Important note before starting the course***10分鐘
Recommended/Optional: ¨Photographically Speaking¨10分鐘
1 個練習
Let's Talk About Some Images16分鐘
2

2

完成時間為 1 小時

The Brand Analysis

完成時間為 1 小時
6 個視頻 (總計 23 分鐘)
6 個視頻
Which is More Important: Brand or Product?2分鐘
Brand Analysis2分鐘
The Positioning Statement: Interview with Maria Haro3分鐘
How to Write a Brand Positioning Statement1分鐘
Narrative: Talking About the Values of the Brand10分鐘
1 個練習
Testing Your Skills14分鐘
3

3

完成時間為 1 小時

Creative Advertising Concepts

完成時間為 1 小時
7 個視頻 (總計 26 分鐘)
7 個視頻
What is Creative Advertising?5分鐘
Examining Ads: Creating Conceptual Advertising (images)6分鐘
How to Convey the Unique Selling Propositions of the Brand4分鐘
From Brand to Concept1分鐘
Presenting the Creative Concepts to the Client3分鐘
Narrative: Presenting the Creative Pitch to the Client4分鐘
1 個練習
Test Your Skills10分鐘
4

4

完成時間為 3 小時

The Production Plan and the Creative Pitch

完成時間為 3 小時
11 個視頻 (總計 39 分鐘)
11 個視頻
Defining the Brand Through the Production Team2分鐘
Production Team Interviews: Creative Director/Graphic Designer Maria Haro5分鐘
Production Team Interviews: Stylist Isabel Ottino8分鐘
Production Team Interviews: Art Designer Adrian Tai8分鐘
Narrative: Presenting the Production Plan to the Client6分鐘
The Creative Pitch Deck1分鐘
Explaining the Activity: The Campaign Challenge1分鐘
The Photo Shoot1分鐘
What Did We Learn?1分鐘
Farewell!54
1 個練習
Test Your Skills10分鐘

審閱

來自FROM BRAND TO IMAGE: CREATING HIGH IMPACT CAMPAIGNS THAT TELL BRAND STORIES的熱門評論

查看所有評論

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

常見問題

  • Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

    • The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.

    • The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

  • If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.

  • Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

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