課程信息
4.5
33 個評分
10 個審閱
100% 在線

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

可靈活調整截止日期

根據您的日程表重置截止日期。
初級

初級

完成時間(小時)

完成時間大約為10 小時

建議:3 hours/week...
可選語言

英語(English)

字幕:英語(English)...
100% 在線

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

可靈活調整截止日期

根據您的日程表重置截止日期。
初級

初級

完成時間(小時)

完成時間大約為10 小時

建議:3 hours/week...
可選語言

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(小時)
完成時間為 2 小時

Telling a Brand Story Through Images

In the first week of the course we will cover the overview of the course itself and the entire process of creating an effective Creative Pitch. We will go in-depth into when the creative process starts and how to communicate Brand Values. Finally, we will examine the language of image-making to understand how images convey a Brand's ¨look and feel¨....
Reading
11 個視頻(共 82 分鐘), 2 個閱讀材料, 1 個測驗
Video11 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
Reading2 個閱讀材料
***Important note before starting the course***10分鐘
Recommended/Optional: ¨Photographically Speaking¨10分鐘
Quiz1 個練習
Let's Talk About Some Images16分鐘
2
完成時間(小時)
完成時間為 1 小時

The Brand Analysis

In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement. ...
Reading
6 個視頻(共 23 分鐘), 1 個測驗
Video6 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
Quiz1 個練習
Testing Your Skills14分鐘
3
完成時間(小時)
完成時間為 1 小時

Creative Advertising Concepts

In week 3 you have the chance to get your creative juices flowing! Brian takes you through the art behind creative advertising and how to use creative advertising to transmit a Brand image and their selling propositions. You will learn how to take your ideas and present them to a client in a cohesive and coherent way as a part of your creative pitch. ...
Reading
7 個視頻(共 26 分鐘), 1 個測驗
Video7 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
Quiz1 個練習
Test Your Skills10分鐘
4
完成時間(小時)
完成時間為 3 小時

The Production Plan and the Creative Pitch

In the 4th and final week, you will take your creative concepts and put them into action! You will sit in as Brian interviews various members of a production team and learn what each one's role is, the ways they prepare for a shoot/filming, and the use of mood boards in this process. You will then learn how to make a Production Brief and how to present it to your client. Finally, you will take all you've learned the past 4 weeks and combine it to make your final Creative Pitch Deck. ...
Reading
11 個視頻(共 39 分鐘), 2 個測驗
Video11 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!分鐘
Quiz1 個練習
Test Your Skills10分鐘
4.5
10 個審閱Chevron Right

熱門審閱

創建者 YHOct 2nd 2018

Very helpful intro into image creation and brand awareness build-up. The skills and knowledge can be applied immediately if you are in the business or on learning stage.

創建者 MKDec 19th 2017

Very beneficial course. Apt & to the point content in very less time.

講師

Avatar

Brian Hallett

Associate Professor
Master in Visual and Digital Media

關於 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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