
Overview
The Branding - The Creative Journey Specialization offered by Coursera in partnership with IE Business School 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.
Applied Learning Project
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.
Get more details
Visit programme websiteProgramme Structure
Courses include:
- Brand Identity and Strategy
- Storytelling in Branding and Content Marketing
- From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories
- Branding and Customer Experience
Check out the full curriculum
Visit programme websiteKey information
Duration
- Part-time
- 1 months
- 10 hrs/week
Start dates & application deadlines
Language
Delivered
- Self-paced
Disciplines
Digital Media Digital Marketing Advertising View 112 other Short Courses in Digital Marketing in United StatesExplore more key information
Visit programme websiteWhat students do after studying
Academic requirements
We are not aware of any specific GRE, GMAT or GPA grading score requirements for this programme.
English requirements
We are not aware of any English requirements for this programme.
Other requirements
General requirements
Beginner Level
- Any digital, content, creativity or communication lover can take this specialization.
Make sure you meet all requirements
Visit programme websiteTuition Fee
-
International
FreeTuition FeeBased on the tuition of 0 USD for the full programme during 1 months. -
National
FreeTuition FeeBased on the tuition of 0 USD for the full programme during 1 months.
- Audit: free access to course materials except graded items
- Certificate: a trusted way to showcase your skills
- A year of unlimited access with Coursera Plus $199
Funding
Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project.