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Curso: Brand & Content Marketing . Haz clic en aquí para volver.
- *** Important note before starting the course
- Introduction to Module 1
- A Brand New World (and a crazy one)
- ‘Every top company becomes a media company’
- The Content Market Revolution
- The Change in Media Consumption Habits
- Optional: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr
- Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain
- Who Is the Target Audience?
- The Need for Meaning in the ‘Liquid’ Era
- Customer Logic vs Company Logic
- Don’t Write What You Know
- Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi
- Introduction to Module 2
- The ‘Death’ of Newspapers
- Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:
- Branded Journalism’s Rising Prominence in Media
- ‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca
- Headlines, Clickbaits and Deception
- Trust with content is the same as in any other relationship : Interview with Juanjo Montanary
- Where are the stories?
- ‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca
- Newsworthiness for Marketing Purposes
- Thinking as a Good Journalist: Quality
- Transparency and Credibility: The Road to Earned Media
- Compulsory: Reading: Journalism That Stands Apart (NYT Report)
- Introduction to Module 3
- What’s old is new again
- Nothing Is Beyond the Scope of Human Interest
- Unique Stories: Connecting With the Audience
- Optional: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore
- Stories and Saturated Audiences
- What Makes a Good Story
- ‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant
- Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo
- Style and Coherence: Different Companies, Different Media, Different Stories
- Inbound Marketing: A Long-Term Publishing Strategy
- Introduction to Module 4
- A Multiplatform Transmedia Challenge
- What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker
- Optional: A Cannes Lions Jury Presents: The Art of Branded Entertainment, Part 1, 'Digitally Born Killers (or what branded entertainment can do for brands)'
- Content Discovery
- Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain
- Movies in the Service of Brands
- Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca
- Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc
- Compulsory : Branded Content: The What, Why, When and How - The Mission Podcasts
- We Don't Own Our Stories Anymore
- ‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media
- Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger
- ‘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 Media
- Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn
- Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist
- A Wrap Up From Professor Pedro Cifuentes
- Introduction to The Project
- Instructions for the Capstone Project
- Instructions
- Defining Branded Content for the Digital Age
- The Story of Content: Rise of the New Marketing
- How to Design a Brand Study That’s Ethical and Entertaining- Gaudette Emily (2019)
- Brand and Content Marketing Conclusion