Storytelling in Branding and Content Marketing

IE Business School examines how a brand can communicate through a useful and memorable story. Branded content and journalism-inspired approaches lead into audience connection and a capstone project. It suits learners who want to explain what a story contributes beyond repeating a product’s promotional claims.

What you will learn

• Compare branded content with traditional advertising.
• Develop a story around an audience and brand.
• Apply storytelling concepts in a capstone project.

Who this suits

Beginners exploring branding and content storytelling; preview the project and examples.

Before you enroll

Choose a specific audience and a real information need before producing content. Provider interfaces and channel rules change, so compare dated demonstrations with current documentation. Use permitted assets, check factual claims and measure useful outcomes; a course does not guarantee search positions, traffic or conversions.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Write a fictional brand story around a specific customer problem, then remove any claim you cannot support with evidence.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

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