Online Course – Certified Professional Internship in The Creative Journey Specialization by Google, IE Business School

Internship – Series of 4 courses

The goal of this specialization is to make branding concepts accessible to all learners and teach them to analyze and apply all relevant concepts, using the diverse and broad tools of branding. It provides you with the tools needed to understand brand behavior, understand brand language, and learn about the rational and emotional elements behind brands.

It also tries to teach you the language of images. The amount of audiovisual content we receive today makes it difficult for brands to cut through that noise. It teaches you how to understand branding efforts in the context of the customer experience.

Strategic thinking in branding

We need to think strategically when we spend time with brands. Branding is about co-creation and conversation between audiences, customers and users. What matters is how people see and experience the brand. Brands are the story, personality and culture of an organisation; the intangible elements that shape it.

Applied Learning Project

At the end of each online course (MOOC), you will find a final project. You will have the opportunity to apply everything you learned during the course:

• Developing a brand strategy and identity for a restaurant in Menorca.
• Creating a strategic content plan, which includes the brand strategy, target audience, and the story behind it.
• Preparing a creative pitch for rebranding an existing brand.
• Submit a customer journey to understand the stages of the brand department’s interaction with the product or service.