IE Business School
Storytelling in Branding and Content Marketing
IE Business School

Storytelling in Branding and Content Marketing

35,784 already enrolled

Included withCoursera Plus

Gain insight into a topic and learn the fundamentals.
4.4

(290 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 13 hours
Learn at your own pace
93%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.4

(290 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 13 hours
Learn at your own pace
93%
Most learners liked this course

Details to know

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Assessments

4 assignments

Taught in English

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Build your subject-matter expertise

This course is part of the Branding: The Creative Journey Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
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There are 5 modules in this course

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.

What's included

10 videos3 readings1 assignment1 discussion prompt

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.

What's included

11 videos2 readings1 assignment1 discussion prompt

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.

What's included

9 videos1 reading1 peer review

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.

What's included

14 videos4 readings1 assignment

What's included

3 videos4 readings1 assignment1 peer review

Instructor

Instructor ratings
4.2 (66 ratings)
Pedro Cifuentes Huertas
IE Business School
1 Course35,784 learners

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Learner reviews

Showing 3 of 290

4.4

290 reviews

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    19.93%

  • 3 stars

    11.34%

  • 2 stars

    2.40%

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    3.43%

LS
4

Reviewed on Oct 18, 2023

NL
4

Reviewed on Aug 25, 2020

JR
4

Reviewed on Aug 5, 2024

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