There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client.
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課程信息
25,842 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
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.
教學大綱 - 您將從這門課程中學到什麼
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¨.
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 Images30分鐘
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.
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 Skills30分鐘
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.
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 Skills30分鐘
完成時間為 2 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.
完成時間為 2 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 Skills30分鐘
審閱
來自FROM BRAND TO IMAGE: CREATING HIGH IMPACT CAMPAIGNS THAT TELL BRAND STORIES的熱門評論
由 PA 提供2020年5月2日
Course Well framed and clearly gave insights into understanding the language of image-making. I especially enjoyed the repeating forms to tell brand stories.
由 AA 提供2019年11月29日
The course was really helpful in gaining the insights of the advertising world.
由 MK 提供2017年12月18日
Very beneficial course. Apt & to the point content in very less time.
由 AP 提供2020年6月16日
Very good course. One should definitely do this course, very helpful
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.
常見問題
我什么时候能够访问课程视频和作业？
讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
- 课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
- 课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。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。
Is financial aid available?
是的，Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤，包括毕业项目。了解更多。
還有其他問題嗎？請訪問 學生幫助中心。
