Brand & Content Marketing is a IE University course for professionals who want to learn how to produce memorable content through quality storytelling.
Dieser Kurs ist Teil der Spezialisierung Spezialisierung Branding: The Creative Journey
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Spezialisierung Branding: The Creative JourneyIE Business SchoolÜber diesen Kurs
15.769 kürzliche Aufrufe
Flexible Fristen
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Zertifikat zur Vorlage
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100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Kurs 2 von 4 in
Stufe „Mittel“
Ca. 15 Stunden zum Abschließen
Englisch
Untertitel: Arabischer Raum, Französisch, Portugiesisch (europäisch), Italienisch, Vietnamesisch, Deutsch, Russisch, Englisch, Spanisch
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Kurs 2 von 4 in
Stufe „Mittel“
Ca. 15 Stunden zum Abschließen
Englisch
Untertitel: Arabischer Raum, Französisch, Portugiesisch (europäisch), Italienisch, Vietnamesisch, Deutsch, Russisch, Englisch, Spanisch
von
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.
Lehrplan - Was Sie in diesem Kurs lernen werden
3 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.
3 Stunden zum Abschließen
10 Videos (Gesamt 40 min), 3 Lektüren, 1 Quiz
2 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.
2 Stunden zum Abschließen
11 Videos (Gesamt 64 min), 2 Lektüren, 1 Quiz
3 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.
3 Stunden zum Abschließen
9 Videos (Gesamt 38 min), 2 Lektüren, 1 Quiz
5 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.
5 Stunden zum Abschließen
12 Videos (Gesamt 73 min), 5 Lektüren, 1 Quiz
Bewertungen
Top-Bewertungen von BRAND & CONTENT MARKETING
von AK30. Apr. 2020
I really appreciate the creative assignments given by course instructors and their way of teaching. A big shoutout to all the instructors! Thanks Prof. Pedro Cifuentes and Coursera!
von SP29. Sep. 2020
very great course! have always been in love with branding ,this was necessary to help me broading my strategic thinking towards brand and content marrketing.
von CW18. Nov. 2021
Assignment instruction on week 3 is quite unclear, not sure if I am suppose to make my own brand or present an existing one.
von RL25. Aug. 2021
Loved this course, It will definitely help me build better branded content and scale greater heights in my career.
Über den Spezialisierung Branding: The Creative Journey
This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience.
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