Consol Vancells

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain clearly defined audiences and drive profitable customer action. Content marketing includes educational articles, videos, e-books and webinars, among others. In this course you will learn about building a content creation framework, planning a long-term content strategy, generating content ideas, running a successful content marketing campaign, curating content, creating effective blogs, repurposing, creating topic clusters and pillar pages, designing video marketing strategies and effectively promoting, measuring and analysing content, among others.

In the digital world, media-savvy audiences have been tuning out advertising messages and searching for more immersive experiences. As a result, marketing professionals have had to find new ways to communicate. Increasingly marketing experts have been trying to leverage the potential of storytelling in a digital world. Stories are central to human experience: we use them to explain and make sense of the world around us. This course combines deep learning and hands-on workshops to teach you strategic storytelling models that will help you manage the complex narrative ecosystems that audiences increasingly expect in a highly interconnected, digital environment. By the end of this course, you will be able to effectively use a framework to develop and hone your story while embracing rules and strategies for the digital age. You will improve your understanding of your audiences and satisfy their desire for immersive experiences and participatory engagement while respecting cultural differences in the different international markets you deal with.

The strategic role of branding. Designing an effective brand strategy. Developing a brand value proposition that engages customers. Brand architecture and dynamics (brand portfolios, brand repositioning, brand extensions and cobranding). Building lifestyle and premium brands. Brand ethics and social responsibility.

Building enduring brands in competitive markets and creating market value. Developing managerial perspective regarding strategic brand management in a global framework.

The strategic role of branding. Designing an effective brand strategy. Developing a brand value proposition that engages customers. Brand architecture and dynamics (brand portfolios, brand repositioning, brand extensions and cobranding). Building lifestyle and premium brands. Brand ethics and social responsibility.

Building enduring brands in competitive markets and creating market value. Developing managerial perspective regarding strategic brand management in a global framework.