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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 candidates applying for the Brand & Content Marketing online course are provided with the option of choosing to pay for the course and get the benefits of graded assignments and the certificate or studying through the audit mode which restricts access to the assignments and certificate.

Brand & Content Marketing fee structure

Course name	Fee in INR
Audit	Free
Storytelling in Branding and Content Marketing (1 month)	₹3,202
Storytelling in Branding and Content Marketing (3 months)	₹6,404
Storytelling in Branding and Content Marketing (6 months)	₹9,606

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

Communication skillsMarketing skillsBrand awarenessStorytellingDigital marketing skillsAdvertising skillsBrand ManagementContent Management skills

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

Practice exercises

Test your knowledge of Module 1

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)

Practice Exercises

Test your knowledge in Module 2

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

Videos

Introduction to Module
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

Practice exercise

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)