Acerca de este Curso

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Certificado para compartir
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Comienza de inmediato y aprende a tu propio ritmo.
Fechas límite flexibles
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Nivel intermedio
Aprox. 15 horas para completar
Inglés (English)
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Nivel intermedio
Aprox. 15 horas para completar
Inglés (English)

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IE Business School

Programa - Qué aprenderás en este curso

Semana
1

Semana 1

3 horas para completar

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?

3 horas para completar
10 videos (Total 40 minutos), 3 lecturas, 1 cuestionario
10 videos
A Brand New World (and a crazy one)3m
‘Every top company becomes a media company’3m
The Content Market Revolution3m
The Change in Media Consumption Habits3m
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain10m
Who Is the Target Audience?4m
The Need for Meaning in the ‘Liquid’ Era3m
Customer Logic vs Company Logic3m
Don’t Write What You Know3m
3 lecturas
*** Important note before starting the course5m
Optional: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr1h
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10m
1 ejercicio de práctica
Test your knowledge on Module 1!30m
Semana
2

Semana 2

2 horas para completar

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM

2 horas para completar
11 videos (Total 64 minutos), 2 lecturas, 1 cuestionario
11 videos
The ‘Death’ of Newspapers4m
Branded Journalism’s Rising Prominence in Media2m
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca10m
Headlines, Clickbaits and Deception3m
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary9m
Where are the stories?5m
‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca10m
Newsworthiness for Marketing Purposes5m
Thinking as a Good Journalist: Quality5m
Transparency and Credibility: The Road to Earned Media4m
2 lecturas
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20m
Compulsory: Reading: Journalism That Stands Apart (NYT Report)20m
1 ejercicio de práctica
Test your knowledge in Module 2!30m
Semana
3

Semana 3

3 horas para completar

CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES

3 horas para completar
9 videos (Total 38 minutos), 2 lecturas, 1 cuestionario
9 videos
What’s old is new again5m
Nothing Is Beyond the Scope of Human Interest3m
Unique Stories: Connecting With the Audience3m
Stories and Saturated Audiences2m
What Makes a Good Story6m
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant6m
Style and Coherence: Different Companies, Different Media, Different Stories3m
Inbound Marketing: A Long-Term Publishing Strategy3m
2 lecturas
Optional: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore1h
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo10m
Semana
4

Semana 4

5 horas para completar

WE LIVE IN A BRAND ENTERTAINMENT WORLD

5 horas para completar
12 videos (Total 73 minutos), 5 lecturas, 1 cuestionario
12 videos
A Multiplatform Transmedia Challenge5m
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker8m
Content Discovery2m
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain9m
Movies in the Service of Brands3m
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca4m
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc11m
We Don't Own Our Stories Anymore2m
‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media10m
‘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 Media10m
A Wrap Up From Professor Pedro Cifuentes1m
5 lecturas
Optional: A Cannes Lions Jury Presents: The Art of Branded Entertainment, Part 1, 'Digitally Born Killers (or what branded entertainment can do for brands)'1h
Compulsory : Branded Content: The What, Why, When and How - The Mission Podcasts20m
Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger45m
Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn20m
Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist20m
1 ejercicio de práctica
Test your knowledge on Module 4!30m

Reseñas

Principales reseñas sobre BRAND & CONTENT MARKETING

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Acerca de Programa especializado: Branding: The Creative Journey

Branding: The Creative Journey

Preguntas Frecuentes

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