Brand & Content Marketing
- Offered byCoursera
Brand & Content Marketing at Coursera Overview
Duration | 15 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Explore Free Course  |
Credential | Certificate |
Brand & Content Marketing at Coursera Highlights
- This Course Plus the Full Specialization.
- Shareable Certificates.
- Graded Programming Assignments.
Brand & Content Marketing at Coursera Course details
- Brand & Content Marketing is a IE University course for professionals who want to learn how to produce memorable content through quality storytelling.
- Students will go through a learning process that will start with a deep understanding of the term Branded Content and its main differences with traditional advertising, simultaneously creating an effective story-line through powerful values. The course analyses the production of quality journalism and explores how to create memorable and long lasting connections with a given target audience in a world of constant content surplus. It concludes with a deeper insight into the term of Brand Entertainment, giving them the opportunity to amplify their knowledge about how to produce a good call to action and retain the audience's attention.
Brand & Content Marketing at Coursera Curriculum
WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?
Introduction to Module 1
A Brand New World (and a crazy one)
?Every top company becomes a media company?
The Content Market Revolution
The Change in Media Consumption Habits
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez ? Head of Publishers at Outbrain
Who Is the Target Audience?
The Need for Meaning in the ?Liquid? Era
Customer Logic vs Company Logic
Don?t Write What You Know
*** Important note before starting the course
Optional: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi
Test your knowledge on Module 1!
THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM
Introduction to Module 2
The ?Death? of Newspapers
Branded Journalism?s Rising Prominence in Media
?Brand journalism is veracity and public interest?: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca
Headlines, Clickbaits and Deception
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary
Where are the stories?
?We search for stories in the brand?s legitimate conversation area?: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca
Newsworthiness for Marketing Purposes
Thinking as a Good Journalist: Quality
Transparency and Credibility: The Road to Earned Media
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:
Compulsory: Reading: Journalism That Stands Apart (NYT Report)
Test your knowledge in Module 2!
CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES
Introduction to Module 3
What?s old is new again
Nothing Is Beyond the Scope of Human Interest
Unique Stories: Connecting With the Audience
Stories and Saturated Audiences
What Makes a Good Story
?Brand storytellers should work more in the street and less in the office?: Interview with Juanjo Montanary - Branded Content Consultant
Style and Coherence: Different Companies, Different Media, Different Stories
Inbound Marketing: A Long-Term Publishing Strategy
Optional: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo
WE LIVE IN A BRAND ENTERTAINMENT WORLD
Introduction to Module 4
A Multiplatform Transmedia Challenge
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker
Content Discovery
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain
Movies in the Service of Brands
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc
We Don't Own Our Stories Anymore
?In social platforms you can really segment the message that you?re sending?: Interview with Dani Marote ? CEO at Hydra Social Media
?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 Media
A Wrap Up From Professor Pedro Cifuentes
Optional: A Cannes Lions Jury Presents: The Art of Branded Entertainment, Part 1, 'Digitally Born Killers (or what branded entertainment can do for brands)'
Compulsory : Branded Content: The What, Why, When and How - The Mission Podcasts
Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and ?Just Being Me? - Brooke Erin Duffy, Elizabeth Wissinger
Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn
Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist
Test your knowledge on Module 4!
THE CAPSTONE PROJECT
Introduction to The Project
Instructions for the Capstone Project
Brand and Content Marketing Conclusion
Instructions
Defining Branded Content for the Digital Age
The Story of Content: Rise of the New Marketing
How to Design a Brand Study That?s Ethical and Entertaining- Gaudette Emily (2019)
2. Brand & Content Marketing
Brand & Content Marketing at Coursera Admission Process
Important Dates
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