このコースについて

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中級レベル
約15時間で修了
英語
共有できる証明書
修了時に証明書を取得
100%オンライン
自分のスケジュールですぐに学習を始めてください。
柔軟性のある期限
スケジュールに従って期限をリセットします。
中級レベル
約15時間で修了
英語

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IEビジネススクール(IE Business School)

シラバス - 本コースの学習内容

1

1

3時間で修了

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?

3時間で修了
10件のビデオ (合計40分), 3 readings, 1 quiz
10件のビデオ
A Brand New World (and a crazy one)3 分
‘Every top company becomes a media company’3 分
The Content Market Revolution3 分
The Change in Media Consumption Habits3 分
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain10 分
Who Is the Target Audience?4 分
The Need for Meaning in the ‘Liquid’ Era3 分
Customer Logic vs Company Logic3 分
Don’t Write What You Know3 分
3件の学習用教材
*** Important note before starting the course5 分
Optional: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr1 時間
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10 分
1の練習問題
Test your knowledge on Module 1!30 分
2

2

3時間で修了

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM

3時間で修了
11件のビデオ (合計64分), 2 readings, 1 quiz
11件のビデオ
The ‘Death’ of Newspapers4 分
Branded Journalism’s Rising Prominence in Media2 分
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca10 分
Headlines, Clickbaits and Deception3 分
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary9 分
Where are the stories?5 分
‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca10 分
Newsworthiness for Marketing Purposes5 分
Thinking as a Good Journalist: Quality5 分
Transparency and Credibility: The Road to Earned Media4 分
2件の学習用教材
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20 分
Compulsory: Reading: Journalism That Stands Apart (NYT Report)20 分
1の練習問題
Test your knowledge in Module 2!30 分
3

3

3時間で修了

CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES

3時間で修了
9件のビデオ (合計38分), 2 readings, 1 quiz
9件のビデオ
What’s old is new again5 分
Nothing Is Beyond the Scope of Human Interest3 分
Unique Stories: Connecting With the Audience3 分
Stories and Saturated Audiences2 分
What Makes a Good Story6 分
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant6 分
Style and Coherence: Different Companies, Different Media, Different Stories3 分
Inbound Marketing: A Long-Term Publishing Strategy3 分
2件の学習用教材
Optional: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore1 時間
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo10 分
4

4

5時間で修了

WE LIVE IN A BRAND ENTERTAINMENT WORLD

5時間で修了
12件のビデオ (合計73分), 5 readings, 1 quiz
12件のビデオ
A Multiplatform Transmedia Challenge5 分
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker8 分
Content Discovery2 分
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain9 分
Movies in the Service of Brands3 分
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca4 分
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc11 分
We Don't Own Our Stories Anymore2 分
‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media10 分
‘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 Media10 分
A Wrap Up From Professor Pedro Cifuentes1 分
5件の学習用教材
Optional: A Cannes Lions Jury Presents: The Art of Branded Entertainment, Part 1, 'Digitally Born Killers (or what branded entertainment can do for brands)'1 時間
Compulsory : Branded Content: The What, Why, When and How - The Mission Podcasts20 分
Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger45 分
Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn20 分
Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist20 分
1の練習問題
Test your knowledge on Module 4!30 分

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