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Quick Facts
| Medium Of Instructions | Mode Of Learning | Mode Of Delivery |
|---|---|---|
| English | Self Study | Video and Text Based |
Course Overview
The Brand & Content Marketing online programme is developed by the IE Business School which is provided to the learners through the education provider website Coursera. The course is designed to be completed within fifteen hours and is scheduled for five weeks. Pedro Cifuentes Huertas is a professor of Branded Content and journalism in the IE School of Human Sciences and Technology. This Beginner Level course is one among the Branding: The Creative Journey Specialization.
It describes the branding concepts and helps in understanding its distinction from traditional advertising concepts while explaining the process of building meaningful content. The Brand & Content Marketing programme assesses the construction of effective journalism along with ideas and techniques to make the content more relatable that establishes a connection among the viewers. The online programme provides a chance for the learners to know about the marketing strategies and concepts of Brand Entertainment through innovative and informative lectures, videos, and exercises.
The Highlights
- Online programme
- Thirteen hours course
- Flexible learning
- Beginner level
- Expert guidance
- Certificate
- Subtitles in Arabic, French, Portuguese, Italian, Vietnamese, German, Russian, English, Spanish
Programme Offerings
- Lectures
- videos
- Readings
- quizzes
- Projects
- Graded Assignments
- Feedback
- Self-paced learning
- Graded Programming Assignments
- Certificate.
Courses and Certificate Fees
| Certificate Availability | Certificate Providing Authority |
|---|---|
| yes | IE Business School, Madrid |
The fees for the course Storytelling in Branding and Content Marketing is -
| Head | Amount in INR |
| 1 month | Rs. 3,275 |
| 3 month | Rs. 6,550 |
| 6 month | Rs. 9,825 |
Eligibility Criteria
Certificate qualifying details
The Brand & Content Marketing course certificate is issued by Coursera after the candidate completes the course assessments and earns the certificate by paying for the course.
What you will learn
The learners of the Brand & Content Marketing online certification course will be able to identify the variation between branded content and traditional advertising and the difference between good and bad journalism. It helps in standardizing the content values that help the viewer connect more effectively and the impact of brand values on the storyline. The course helps in gaining improved knowledge about the aspects of Brand Entertainment and comprehend the strategies for making the right call to action. It also aids in developing marketing techniques that assist in capturing the audience’s attention.
Who it is for
The Brand & Content Marketing online certification course will benefit those interested in learning about the Branded content marketing techniques, quality journalism, and brand entertainment aspects. It helps the marketing professionals and content creators in advertising to develop their expertise on brand and content marketing.
Admission Details
The Brand & Content Marketing online training admission process is done by applying for the course online on the official Coursera website and following the steps below,
Step 1: Go to the official course page on the Coursera website,
https://www.coursera.org/learn/brand-and-content-marketing
Step 2: Click on the ‘ Enroll for free’ button found on the course page.
Step 3: Select the ‘Start Free trial’ option or the Audit mode
Step 4: Follow the instructions to complete the enrollment.
Application Details
The candidates have to enter their email address and a password during the registration process or can use their Google ID or Facebook ID to sign in to the course.
The Syllabus
Videos
- 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
Readings
- Important note before starting the course
- Suggested Reading: 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
Assignment
- Test your knowledge of Module 1
Discussion Prompt
- The Democratization of Content Distribution
Videos
- Introduction to Module 2
- The ‘Death’ of Newspapers4m
- 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 Montanary9m
- 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
Readings
- Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles
- Compulsory: Reading: Journalism That Stands Apart (NYT Report)
Assignment
- Test your knowledge in Module 2
Discussion Prompt
- Are alarms about ‘the death of newspapers’ exaggerated?
Videos
- Introduction to Module
- What’s old is new again
- Nothing Is Beyond the Scope of Human Interest
- Unique Stories: Connecting With the Audience3m
- 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
Readings
- Suggested Reading: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore1h
Peer Review
- Brand Journalism: Finding and Building a Story for a Brand
Videos
- 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: an 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
Readings
- Compulsory: Branded Content: The What, Why, When and How - The Mission Podcasts
- Optional Reading: 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
- Playing for Keeps: How Brands Should Use Gamification - The Content Strategist
Assignment
- Test your knowledge on Module 4
Videos
- Introduction to The Project
- Instructions for the Capstone Project
- Brand and Content Marketing Conclusion
Readings
- 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)
Assignment
- Brand & Content Marketing
Peer Review
- Brand and Content Marketing
Instructors
IE Business School, Madrid Frequently Asked Questions (FAQ's)
This course is instructed by Pedro Cifuentes Huertas, a professor of Branded Content and Journalism at IE School of Human Sciences and Technology.
Learners can gain access to the course materials for free in the audit mode.
The course is already made available online, you can register for this course, make the payment, and start the course.
The candidate will take approximately 13 hours in total to complete the programme.