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英語

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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13時間で修了

推奨:3 hours/week...

英語

字幕:英語

シラバス - 本コースの学習内容

1
3時間で修了

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?

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!20 分
2
2時間で修了

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM

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!20 分
3
4時間で修了

CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES

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
5時間で修了

WE LIVE IN A BRAND ENTERTAINMENT WORLD

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!20 分

講師

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Pedro Cifuentes Huertas

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

IEビジネススクール(IE Business School)について

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....

Branding: The Creative Journey専門講座について

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. We must think in a strategic manner when creating brands. Branding is about co-creation and conversation between the audiences, customers and users. What is relevant is how people out there perceive and live the brand. Brands are the story, the personality and the culture of an organization; the intangible elements that form it....
Branding: The Creative Journey

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