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.
Storytelling in Branding and Content Marketing
This course is part of Branding: The Creative Journey Specialization
Taught in English
Some content may not be translated
Instructor: Pedro Cifuentes Huertas
Sponsored by Barbados NTI
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Course
(273 reviews)
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Course
(273 reviews)
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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 quiz1 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 quiz1 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 quiz
What's included
3 videos4 readings1 quiz1 peer review
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