Acerca de este Programa Especializado
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Cursos 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Cronograma flexible

Establece y mantén fechas de entrega flexibles.

Nivel principiante

Any digital, content, creativity or communication lover can take this specialization.

Aprox. 4 meses para completar

Sugerido 4 horas/semana

Inglés (English)

Subtítulos: Inglés (English)

Qué aprenderás

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    Create a value proposition for a brand: How it can be positioned and mapped.

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    Learn how to produce meaningful and engaging content.

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    Develop a complete creative pitch.

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    Examine Branding activities through the lens of Customer Experience.

Habilidades que obtendrás

CreativityJournalismBrandingCommunicationCX

Cursos 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Cronograma flexible

Establece y mantén fechas de entrega flexibles.

Nivel principiante

Any digital, content, creativity or communication lover can take this specialization.

Aprox. 4 meses para completar

Sugerido 4 horas/semana

Inglés (English)

Subtítulos: Inglés (English)

Cómo funciona Programa Especializado

Toma cursos

Un programa especializado de Coursera es un conjunto de cursos que te ayudan a dominar una aptitud. Para comenzar, inscríbete en el programa especializado directamente o échale un vistazo a sus cursos y elige uno con el que te gustaría comenzar. Al suscribirte a un curso que forme parte de un programa especializado, quedarás suscrito de manera automática al programa especializado completo. Puedes completar solo un curso: puedes pausar tu aprendizaje o cancelar tu suscripción en cualquier momento. Visita el panel principal del estudiante para realizar un seguimiento de tus inscripciones a cursos y tu progreso.

Proyecto práctico

Cada programa especializado incluye un proyecto práctico. Necesitarás completar correctamente el proyecto para completar el programa especializado y obtener tu certificado. Si el programa especializado incluye un curso separado para el proyecto práctico, necesitarás completar cada uno de los otros cursos antes de poder comenzarlo.

Obtén un certificado

Cuando completes todos los cursos y el proyecto práctico, obtendrás un Certificado que puedes compartir con posibles empleadores y tu red profesional.

how it works

Hay 4 cursos en este Programa Especializado

Curso1

Brand Identity and Strategy

3.8
5 calificaciones
2 revisiones

Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands. Students will go through a journey that starts with understanding what a brand is and how they can build successful ones, whilst simultaneously segmenting their consumers appropriately. The course explores positioning and its importance to successful brands looking at perceptual maps and the well-known iceberg model. It culminates in development of real brand houses, which can be applied to the working world, and how picking the right name, colors and logo can be instrumental to a brand’s success. The course is delivered by Rhodes Scholar winning Professor, Dr Maria Eizaguirre, a member of IE Business School’s faculty.

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Curso2

Brand & Content Marketing

4.1
8 calificaciones
1 revisiones

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.

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Curso3

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

4.5
53 calificaciones
15 revisiones

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. In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!

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Curso4

Branding and Customer Experience

4.6
36 calificaciones
10 revisiones

Whether students come from a Branding or a Customer Experience background or perspective, this course will explore the synergies between and the intersection of the two sets of activities. While there are different approaches to defining a branding strategy, a branding project’s implementation impacts many departments and their customer-facing activities. In this sense, it’s essential to understand branding efforts in the context of Customer Experience. In this course, we will use a framework - adapted from Customer Journey Mapping - for focusing and organizing students' thinking about the operational implications of their branding projects. Through the framework, we will derive an operational language for aligning activities and measuring impacts across multiple departments and the customer touch points they manage.

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Instructores

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MARÍA EIZAGUIRRE DIÉGUEZ

Marketing & Branding Professor
IE School of Human Sciences and Technology
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Pedro Cifuentes Huertas

Branded Content & Journalism Professor
IE School of Human Sciences and Technology
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Brian Hallett

Visual Communication and Branded Content Professor
IE School of Human Sciences and Technology
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Michael Thompson

Customer Experience Professor
IE School of Human Sciences and Technology

Acerca de 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....

Preguntas Frecuentes

  • ¡Sí! Para empezar, haz clic en la tarjeta del curso que te interesa e inscríbete. Puedes inscribirte y completar el curso para obtener un certificado que puedes compartir o puedes acceder al curso como oyente para ver los materiales del curso de manera gratuita. Cuando cancelas la suscripción de un curso que forma parte de un programa especializado, se cancela automáticamente la suscripción de todo el programa especializado. Visita el panel del estudiante para realizar un seguimiento de tu progreso.

  • Este curso es completamente en línea, de modo que no necesitas ir a un aula en persona. Puedes acceder a tus lecciones, lecturas y tareas en cualquier momento y cualquier lugar a través de Internet o tu dispositivo móvil.

  • Este programa especializado no otorga crédito universitario, pero algunas universidades pueden aceptar los Certificados del programa especializado para el crédito. Consulta con tu institución para obtener más información.

  • 20 weeks

  • No

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