IE Business School
Storytelling in Branding and Content Marketing
IE Business School

Storytelling in Branding and Content Marketing

This course is part of Branding: The Creative Journey Specialization

Taught in English

Some content may not be translated

31,328 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.4

(268 reviews)

|

93%

Beginner level
No prior experience required
13 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.4

(268 reviews)

|

93%

Beginner level
No prior experience required
13 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Branding: The Creative Journey Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
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There are 5 modules in this course

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.

What's included

10 videos3 readings1 quiz1 discussion prompt

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.

What's included

11 videos2 readings1 quiz1 discussion prompt

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.

What's included

9 videos1 reading1 peer review

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.

What's included

14 videos4 readings1 quiz

What's included

3 videos4 readings1 quiz1 peer review

Instructor

Instructor ratings
4.2 (63 ratings)
Pedro Cifuentes Huertas
IE Business School
1 Course31,328 learners

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4.4

268 reviews

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NL
4

Reviewed on Aug 25, 2020

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5

Reviewed on Jan 14, 2020

AK
5

Reviewed on Apr 30, 2020

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