This course is part of the Branding: The Creative Journey Specialization

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stars
242 ratings

Pedro Cifuentes Huertas

24,567 already enrolled

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Branding: The Creative Journey SpecializationIE Business School

About this Course

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Storytelling in Branding and Content Marketing is an 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 storyline based on strong brand values and messages. 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.

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Earn a Certificate upon completion

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Coursera Labs

Includes hands on learning projects.

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Course 2 of 4 in the

Branding: The Creative Journey Specialization

Beginner Level

Approx. 13 hours to complete

English

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Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 2 of 4 in the

Branding: The Creative Journey Specialization

Beginner Level

Approx. 13 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.26/5 (53 Ratings)

Pedro Cifuentes Huertas

Branded Content & Journalism Professor

IE School of Human Sciences and Technology

24,567 Learners

1 Course

Offered by

IE 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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Syllabus - What you will learn from this course

Content Rating92%(1,801 ratings)

Week1

Week 1

3 hours to complete

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?

3 hours to complete

10 videos (Total 41 min), 3 readings, 1 quiz

10 videos

Introduction to Module 11mA Brand New World (and a crazy one)3m‘Every top company becomes a media company’3mThe Content Market Revolution3mThe Change in Media Consumption Habits3mConsumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain10mWho Is the Target Audience?4mThe Need for Meaning in the ‘Liquid’ Era3mCustomer Logic vs Company Logic3mDon’t Write What You Know3m

3 readings

*** Important note before starting the course5mSuggested Reading: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr1hCompulsory Reading: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10m

1 practice exercise

Test your knowledge on Module 1!30m

Week2

Week 2

2 hours to complete

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM

2 hours to complete

11 videos (Total 65 min), 2 readings, 1 quiz

11 videos

Introduction to Module 21mThe ‘Death’ of Newspapers4mBranded Journalism’s Rising Prominence in Media3m‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca10mHeadlines, Clickbaits and Deception3mTrust with content is the same as in any other relationship : Interview with Juanjo Montanary9mWhere are the stories?5m‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca10mNewsworthiness for Marketing Purposes5mThinking as a Good Journalist: Quality5mTransparency and Credibility: The Road to Earned Media4m

2 readings

Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20mCompulsory Reading: Journalism That Stands Apart (NYT Report)20m

1 practice exercise

Test your knowledge in Module 2!30m

Week3

Week 3

3 hours to complete

CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES

3 hours to complete

9 videos (Total 38 min), 1 reading, 1 quiz

9 videos

Introduction to Module 31mWhat’s old is new again5mNothing Is Beyond the Scope of Human Interest3mUnique Stories: Connecting With the Audience3mStories and Saturated Audiences2mWhat Makes a Good Story6m‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant6mStyle and Coherence: Different Companies, Different Media, Different Stories3mInbound Marketing: A Long-Term Publishing Strategy3m

1 reading

Suggested Reading: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore1h

Week4

Week 4

3 hours to complete

CREATING A STORY FOR YOUR BRAND

3 hours to complete

14 videos (Total 89 min), 4 readings, 1 quiz

14 videos

Introduction to Module 42mA Multiplatform Transmedia Challenge6mWhat is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker9mContent Discovery2mProlonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain9mMovies in the Service of Brands3mSelf-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca4mAudiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc11mWe Don't Own Our Stories Anymore2m‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media10mChoosing the Right Format for a Piece of Content7mSuccess Stories in Branded Content7m‘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 Media10mA Wrap Up From Professor Pedro Cifuentes51s

4 readings

Compulsory Reading: Branded Content: The What, Why, When and How - The Mission Podcasts20mOptional Reading: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger45mCompulsory Reading: The ultimate step-by-step guide to understanding gamification10mPlaying for Keeps: How Brands Should Use Gamification 10m

1 practice exercise

Test your knowledge on Module 4!30m

Reviews

4.4

52 reviews

5 stars
62.13%
4 stars
20.16%
3 stars
12.34%
2 stars
2.05%
1 star
3.29%

TOP REVIEWS FROM STORYTELLING IN BRANDING AND CONTENT MARKETING

by CWNov 18, 2021

Assignment instruction on week 3 is quite unclear, not sure if I am suppose to make my own brand or present an existing one.

by SPSep 29, 2020

very great course! have always been in love with branding ,this was necessary to help me broading my strategic thinking towards brand and content marrketing.

by EVJan 14, 2020

Absolutely loved this course! Super interesting and not boring at all!

by AKApr 30, 2020

I really appreciate the creative assignments given by course instructors and their way of teaching. A big shoutout to all the instructors!

Thanks Prof. Pedro Cifuentes and Coursera!

View all reviews

About the Branding: The Creative Journey Specialization

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Storytelling in Branding and Content Marketing

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