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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/brand-and-content-marketing
课程评论：没有评论
课程名称：品牌与内容营销中的叙事 课程概述： 《品牌与内容营销中的叙事》是IE大学为希望通过优质故事创造令人难忘内容的专业人士开设的课程。学生将深入了解品牌内容的定义及其与传统广告的主要区别，同时基于强大的品牌价值和信息创作有效的故事情节。课程分析了高质量新闻制作，并探讨如何在内容泛滥的时代与特定目标受众建立令人难忘且持久的联系。最终，课程将深入探讨品牌娱乐的概念，使学员了解如何制作有效的号召性用语并吸引观众的注意力。 课程大纲： 1. **品牌内容为何优于传统广告？** 描述：课程的第一周，我们将概述品牌内容与传统广告的主要差异，了解在一个持续分心和内容生产的新生态系统中如何形成新的商业模式，以及品牌价值应如何影响故事情节。 2. **品牌内容的崛起：如何创造优质新闻** 描述：第二周，Cifuentes教授将介绍好新闻与坏新闻的主要区别，理解从衰退的报纸行业到高质量品牌内容创作的过程，并学习开发吸引读者注意的优质标题。 3. **通过独特、难忘的故事与受众建立联系** 描述：第三周，您将了解品牌如何需要故事，Pedro将讲解优秀故事的主要元素，以及不同故事格式如何应用于不同目的。我们将研究叙事的要素以及如何通过故事的相关性实现情感连接。 4. **为您的品牌创建故事** 描述：课程的最后一个模块，我们将通过业内知名专业人士的视角深入了解品牌娱乐领域，扩大我们在如何制作有效号召性用语以及如何保持观众注意力方面的知识，这在当今纷繁复杂的内容海洋中尤为关键。 5. **顶点项目** 描述：此部分旨在整合所学知识，实践应用所有课程内容。
Name:WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?
Description: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.
Name:THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM
Description: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.
Name:CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES
Description: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.
Name:CREATING A STORY FOR YOUR BRAND
Description: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.
Name:THE CAPSTONE PROJECT
Description:
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.
