Branded content & entertainment is a hybrid and constantly evolving form of communication.
It’s not only a discipline affering to the world of marketing and brand building, it is also based on design, production and distribution of relevant editorial contents of various kinds (entertainment, information, educational), capable to attract a specific audience in order to communicate brand values.
A dual nature, which requires experts capable of mastering different languages and approaches.
The Master in Branded Content & Entertainment, organized by UPA in collaboration with OBE (Osservatorio Branded Entertainment), was created to respond to this need and aims to provide participants with the interpretative keys to decode, plan and create effective branded content & entertainment projects, to build valuable relationships with your target.
The Master is an executive training course useful for company managers with experience in communication and marketing, professionals operating in the world of media and entertainment, and also graduates who want a high level of specialization in this field.
After a first part of scenario, where we will talk about brand building, brand strategy, but also storytelling and media languages. Further, the course proceeds with specific modules about the different formats and categories of branded content & entertainment: television, digital, cinema branded content, but also lessons aimed at exploring the most innovative forms such as influencer marketing , podcasts, apps...
These vertical modules are flanked by moments dedicated to deepening the execution process of a branded content & entertainment project. From the drafting of the brief to the different phases of the strategic and creative process, up to the construction of the budget and contractual aspects.
The 2021 edition of the Master has the support of Google, Intesa Sanpaolo, Omnicom Media Group and Rai Pubblicità and the technical partnership of A. Manzoni & C.SPA, ADC Group, Connexia, IGP Decaux and WebAds.
The Master can also be followed remotely, in e-learning mode.
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