品牌推广：创意之旅

你将学到什么

课程概况

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 branding efforts in the context of customer experience.We must think in a strategic manner when
creating brands. Branding is about co-creation and conversation between the
audiences, customers and users. What is relevant is how people out there
perceive and live the brand. Brands are the story, the personality and the
culture of an organization; the intangible elements that form it.

包含课程

课程1
Brand Identity and Strategy

Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.Students will go through a journey that starts with understanding what a brand is and how they can build successful ones, whilst simultaneously segmenting their consumers appropriately. The course explores positioning and its importance to successful brands looking at perceptual maps and the well-known iceberg model. It culminates in development of real brand houses, which can be applied to the working world, and how picking the right name, colors and logo can be instrumental to a brand’s success.

The course is delivered by Rhodes Scholar winning Professor, Dr Maria Eizaguirre, a member of IE Business School’s faculty.

课程2
Brand & Content Marketing

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.

课程3
From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client. In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!

课程4
Branding and Customer Experience

Whether students come from a Branding or a Customer Experience background or perspective, this course will explore the synergies between and the intersection of the two sets of activities. While there are different approaches to defining a branding strategy, a branding project’s implementation impacts many departments and their customer-facing activities. In this sense, it’s essential to understand branding efforts in the context of Customer Experience. In this course, we will use a framework - adapted from Customer Journey Mapping - for focusing and organizing students' thinking about the operational implications of their branding projects. Through the framework, we will derive an operational language for aligning activities and measuring impacts across multiple departments and the customer touch points they manage.

课程项目

At the end of each MOOC, you will find a capstone project. You will have the opportunity to put into practice everything learned during the course. First, you must develop a brand strategy and identity for a restaurant in Menorca. In addition, you will have to create a content strategy plan, which includes the brand strategy and target audience, the story behind it, the platforms what you will use to communicate this message and finally the concept and treatment of this story. You will also have to produce a creative pitch for the rebranding of an existing brand; you will have to build it up as if you were going to expose this pitch to the client, the brand itself. Finally, you will deliver a customer journey to understand the stages of the interaction of the brand department with the product or service the brand provides to the customers.