Informações sobre o curso

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Nível intermediário

Aprox. 11 horas para completar

Sugerido: 4 hours/week...

Inglês

Legendas: Inglês

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Nível intermediário

Aprox. 11 horas para completar

Sugerido: 4 hours/week...

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
3 horas para concluir

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 vídeos (total de (Total 40 mín.) min), 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 Carrs
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10min
1 exercício prático
Test your knowledge on Module 1!20min
Semana
2
2 horas para concluir

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 vídeos (total de (Total 64 mín.) min), 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!20min
Semana
3
4 horas para concluir

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 vídeos (total de (Total 38 mín.) min), 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 Moores
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo10min
Semana
4
5 horas para concluir

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 vídeos (total de (Total 73 mín.) min), 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)'s
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!20min

Instrutores

Pedro Cifuentes Huertas

Associate Professor
EMCC, Bachelor in Communication

Sobre IE Business SchoolIE 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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