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KCOE 4190 - Brand content : a new playground to connect with digital culture

Type d'enseignement : Elective

Semester : Autumn 2018-2019

Number of hours : 24

Language of tuition : English

Pre-requisite

aucun

Course Description

The course's objective is - to provide a broad overview of brand content fundamental strategies and tactics. - to show why brand content is particularly adapted to digital time … if it can adapt to the always changing usages and expectations of the audiences - to discover and analyse new trends in formats, grammars and content producers. - to give grids and tools to evaluate and manage brand content programs (KPIs, performance) - to evaluate the challenges of brand safety and responsibility

Teachers

BERNET, Pierre (Directeur Général Adjoint)

Course validation

Active individual participation, review of industry hot trends (20%) Individual essay (40%): theme to be given during the first sessions – to deliver for session 8 Class preparation (40%): each session is prepared by 2 students – 1 memo is send to the class 2 days before the session, stressing key challenges of the theme, relevant links, guest bio & questions to stimulate participation.

Required reading

  • The Art of Immersion (Franck Rose)
  • Mainstream (Frederic Martel)
  • Film : The social network (David Fincher)
  • Series : Homeland saison 6 & 7 / Black Mirrors

Additional required reading

An additional list of articles / links will be given on the class common google drive, both from the teacher before the launch of the courses and from the students that will prepare the sessions)