About this Course

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Intermediate Level
Approx. 15 hours to complete
English
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Intermediate Level
Approx. 15 hours to complete
English

Offered by

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IE Business School

Syllabus - What you will learn from this course

Week
1

Week 1

3 hours to complete

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?

3 hours to complete
10 videos (Total 40 min), 3 readings, 1 quiz
10 videos
A Brand New World (and a crazy one)3m
‘Every top company becomes a media company’3m
The Content Market Revolution3m
The Change in Media Consumption Habits3m
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain10m
Who Is the Target Audience?4m
The Need for Meaning in the ‘Liquid’ Era3m
Customer Logic vs Company Logic3m
Don’t Write What You Know3m
3 readings
*** Important note before starting the course5m
Optional: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr1h
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi10m
1 practice exercise
Test your knowledge on Module 1!30m
Week
2

Week 2

3 hours to complete

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM

3 hours to complete
11 videos (Total 64 min), 2 readings, 1 quiz
11 videos
The ‘Death’ of Newspapers4m
Branded Journalism’s Rising Prominence in Media2m
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca10m
Headlines, Clickbaits and Deception3m
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary9m
Where 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 Cuenca10m
Newsworthiness for Marketing Purposes5m
Thinking as a Good Journalist: Quality5m
Transparency and Credibility: The Road to Earned Media4m
2 readings
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:20m
Compulsory: Reading: Journalism That Stands Apart (NYT Report)20m
1 practice exercise
Test your knowledge in Module 2!30m
Week
3

Week 3

3 hours to complete

CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES

3 hours to complete
9 videos (Total 38 min), 2 readings, 1 quiz
9 videos
What’s old is new again5m
Nothing Is Beyond the Scope of Human Interest3m
Unique Stories: Connecting With the Audience3m
Stories and Saturated Audiences2m
What Makes a Good Story6m
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant6m
Style and Coherence: Different Companies, Different Media, Different Stories3m
Inbound Marketing: A Long-Term Publishing Strategy3m
2 readings
Optional: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore1h
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo10m
Week
4

Week 4

5 hours to complete

WE LIVE IN A BRAND ENTERTAINMENT WORLD

5 hours to complete
12 videos (Total 73 min), 5 readings, 1 quiz
12 videos
A Multiplatform Transmedia Challenge5m
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker8m
Content Discovery2m
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain9m
Movies in the Service of Brands3m
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca4m
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc11m
We 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 Media10m
‘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 Media10m
A Wrap Up From Professor Pedro Cifuentes1m
5 readings
Optional: A Cannes Lions Jury Presents: The Art of Branded Entertainment, Part 1, 'Digitally Born Killers (or what branded entertainment can do for brands)'1h
Compulsory : Branded Content: The What, Why, When and How - The Mission Podcasts20m
Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger45m
Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn20m
Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist20m
1 practice exercise
Test your knowledge on Module 4!30m

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About the Branding: The Creative Journey Specialization

Branding: The Creative Journey

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