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
von
IE Business School
Lehrplan - Was Sie in diesem Kurs lernen werden
Woche
13 Stunden zum Abschließen
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 Videos (Gesamt 40 min), 3 Lektüren, 1 Quiz
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 Lektüren
*** Important note before starting the course5m
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 Choi10m
1 praktische Übung
Test your knowledge on Module 1!20m
Woche
22 Stunden zum Abschließen
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 Videos (Gesamt 64 min), 2 Lektüren, 1 Quiz
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 Lektüren
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20m
Compulsory: Reading: Journalism That Stands Apart (NYT Report)20m
1 praktische Übung
Test your knowledge in Module 2!20m
Woche
34 Stunden zum Abschließen
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 Videos (Gesamt 38 min), 2 Lektüren, 1 Quiz
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 Lektüren
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 Santo10m
Woche
45 Stunden zum Abschließen
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 Videos (Gesamt 73 min), 5 Lektüren, 1 Quiz
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 Lektüren
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 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 praktische Übung
Test your knowledge on Module 4!20m
Dozent
Pedro Cifuentes Huertas
Associate ProfessorEMCC, Bachelor in Communication
Über 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.
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