Informações sobre o curso

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Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível intermediário
Aprox. 15 horas para completar
Inglês
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível intermediário
Aprox. 15 horas para completar
Inglês

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IE Business SchoolIE Business School

Programa - O que você aprenderá com este curso

Semana
1

Semana 1

3 horas para concluir

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?

3 horas para concluir
10 vídeos (Total 40 mín.), 3 leituras, 1 teste
10 videos
A Brand New World (and a crazy one)3min
‘Every top company becomes a media company’3min
The Content Market Revolution3min
The Change in Media Consumption Habits3min
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain10min
Who Is the Target Audience?4min
The Need for Meaning in the ‘Liquid’ Era3min
Customer Logic vs Company Logic3min
Don’t Write What You Know3min
3 leituras
*** Important note before starting the course5min
Optional: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr1h
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10min
1 exercício prático
Test your knowledge on Module 1!30min
Semana
2

Semana 2

2 horas para concluir

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM

2 horas para concluir
11 vídeos (Total 64 mín.), 2 leituras, 1 teste
11 videos
The ‘Death’ of Newspapers4min
Branded Journalism’s Rising Prominence in Media2min
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca10min
Headlines, Clickbaits and Deception3min
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary9min
Where are the stories?5min
‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca10min
Newsworthiness for Marketing Purposes5min
Thinking as a Good Journalist: Quality5min
Transparency and Credibility: The Road to Earned Media4min
2 leituras
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20min
Compulsory: Reading: Journalism That Stands Apart (NYT Report)20min
1 exercício prático
Test your knowledge in Module 2!30min
Semana
3

Semana 3

3 horas para concluir

CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES

3 horas para concluir
9 vídeos (Total 38 mín.), 2 leituras, 1 teste
9 videos
What’s old is new again5min
Nothing Is Beyond the Scope of Human Interest3min
Unique Stories: Connecting With the Audience3min
Stories and Saturated Audiences2min
What Makes a Good Story6min
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant6min
Style and Coherence: Different Companies, Different Media, Different Stories3min
Inbound Marketing: A Long-Term Publishing Strategy3min
2 leituras
Optional: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore1h
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo10min
Semana
4

Semana 4

5 horas para concluir

WE LIVE IN A BRAND ENTERTAINMENT WORLD

5 horas para concluir
12 vídeos (Total 73 mín.), 5 leituras, 1 teste
12 videos
A Multiplatform Transmedia Challenge5min
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker8min
Content Discovery2min
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain9min
Movies in the Service of Brands3min
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca4min
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc11min
We Don't Own Our Stories Anymore2min
‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media10min
‘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 Media10min
A Wrap Up From Professor Pedro Cifuentes1min
5 leituras
Optional: A Cannes Lions Jury Presents: The Art of Branded Entertainment, Part 1, 'Digitally Born Killers (or what branded entertainment can do for brands)'1h
Compulsory : Branded Content: The What, Why, When and How - The Mission Podcasts20min
Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger45min
Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn20min
Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist20min
1 exercício prático
Test your knowledge on Module 4!30min

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Sobre Programa de cursos integrados Branding: The Creative Journey

Branding: The Creative Journey

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