Brand & Content Marketing is a IE University course for professionals who want to learn how to produce memorable content through quality storytelling.
Students will go through a learning process that will start with a deep understanding of the term Branded Content and its main differences with traditional advertising, simultaneously creating an effective story-line through powerful values. The course analyses the production of quality journalism and explores how to create memorable and long lasting connections with a given target audience in a world of constant content surplus. It concludes with a deeper insight into the term of Brand Entertainment, giving them the opportunity to amplify their knowledge about how to produce a good call to action and retain the audience's attention.
Brand & Content Marketing
от партнера
Международная бизнес-школа IE
Программа курса: что вы изучите
Неделя
13 ч. на завершение
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 видео ((всего 40 мин.)), 3 материалов для самостоятельного изучения, 1 тест
10 видео
A Brand New World (and a crazy one)3мин
‘Every top company becomes a media company’3мин
The Content Market Revolution3мин
The Change in Media Consumption Habits3мин
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain10мин
Who Is the Target Audience?4мин
The Need for Meaning in the ‘Liquid’ Era3мин
Customer Logic vs Company Logic3мин
Don’t Write What You Know3мин
3 материала для самостоятельного изучения
*** Important note before starting the course5мин
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 Choi10мин
1 практическое упражнение
Test your knowledge on Module 1!20мин
Неделя
22 ч. на завершение
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 видео ((всего 64 мин.)), 2 материалов для самостоятельного изучения, 1 тест
11 видео
The ‘Death’ of Newspapers4мин
Branded Journalism’s Rising Prominence in Media2мин
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca10мин
Headlines, Clickbaits and Deception3мин
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary9мин
Where are the stories?5мин
‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca10мин
Newsworthiness for Marketing Purposes5мин
Thinking as a Good Journalist: Quality5мин
Transparency and Credibility: The Road to Earned Media4мин
2 материала для самостоятельного изучения
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20мин
Compulsory: Reading: Journalism That Stands Apart (NYT Report)20мин
1 практическое упражнение
Test your knowledge in Module 2!20мин
Неделя
34 ч. на завершение
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 видео ((всего 38 мин.)), 2 материалов для самостоятельного изучения, 1 тест
9 видео
What’s old is new again5мин
Nothing Is Beyond the Scope of Human Interest3мин
Unique Stories: Connecting With the Audience3мин
Stories and Saturated Audiences2мин
What Makes a Good Story6мин
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant6мин
Style and Coherence: Different Companies, Different Media, Different Stories3мин
Inbound Marketing: A Long-Term Publishing Strategy3мин
2 материала для самостоятельного изучения
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 Santo10мин
Неделя
45 ч. на завершение
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 видео ((всего 73 мин.)), 5 материалов для самостоятельного изучения, 1 тест
12 видео
A Multiplatform Transmedia Challenge5мин
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker8мин
Content Discovery2мин
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain9мин
Movies in the Service of Brands3мин
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca4мин
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc11мин
We Don't Own Our Stories Anymore2мин
‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media10мин
‘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 Media10мин
A Wrap Up From Professor Pedro Cifuentes1мин
5 материала для самостоятельного изучения
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 Podcasts20мин
Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger45мин
Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn20мин
Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist20мин
1 практическое упражнение
Test your knowledge on Module 4!20мин
Преподаватели
Pedro Cifuentes Huertas
Associate ProfessorEMCC, Bachelor in Communication
О Международная бизнес-школа IE
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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