Brand & Content Marketing

This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand b

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Created by: Pedro Cifuentes Huertas

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Overall Score : 100 / 100

Course Description

Brand & Content Marketing is a 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 story-line through powerful values. 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.

Time: 12h

Instructor Details

Pedro Cifuentes Huertas

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Pedro Cifuentes (Madrid) is a journalist and editor. After starting his career in the political section of the newspaper El PaAs, he worked for five years as deputy editorial manager of the digital encyclopedia Encarta (Microsoft) in its Spanish and Latin American version. Subsequently, he interspersed freelance journalism with the coordination of online content projects for several Spanish-speaking countries and university teaching. Contributor to different media outlets on both sides of the Atlantic, he has translated into Spanish, in addition, various books by authors such as Isaiah Berlin, Anthony Giddens or Malcolm Gladwell. He teaches journalism and 'storytelling' at the IE School of Communication, in Spanish and English. Cifuentes has lived in Argentina (where he worked as a correspondent for the newspaper La NaciAn in Mendoza) and Brazil, where he served as correspondent for El PaAs in Rio de Janeiro in 2014 and 2015. From the end of that year until the beginning of 2018 he wrote stories and research reports on the world of sports in El EspaAol (Madrid). Currently he participates in the development of various content projects for the Internet.