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

*** Important note before starting the course

Suggested Reading: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr

Compulsory Reading: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi

Test your knowledge on Module 1!

The Democratization of Content Distribution

Introduction to Module 2

The ‘Death’ of Newspapers

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 Montanary

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

Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:

Compulsory Reading: Journalism That Stands Apart (NYT Report)

Test your knowledge in Module 2!

Are alarms about ‘the death of newspapers’ exaggerated?

Introduction to Module 3

What’s old is new again

Nothing Is Beyond the Scope of Human Interest

Unique Stories: Connecting With the Audience

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

Suggested Reading: Alan Moore's Writing for Comics Avatar Press 2003 - Alan Moore

Brand Journalism: Finding and Building a Story for a Brand

Introduction to Module 4

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: 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

Choosing the Right Format for a Piece of Content

Success Stories in Branded Content

‘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

Compulsory Reading: 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 Reading: The ultimate step-by-step guide to understanding gamification

Playing for Keeps: How Brands Should Use Gamification

Test your knowledge on Module 4!

Introduction to The Project

Instructions for the Capstone Project

Brand and Content Marketing Conclusion

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)

2. Brand & Content Marketing

Brand and Content Marketing