Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

11
!"#$ !"#$%&'(" *+ ,&'+(*( -"+$*+$. /'&0*$1+% (* 2"+$*+1("# 3 4&'+#5*(1' 6$"&3$*771+% !8969:4;-<=: >!"& ?@A *7 !"#$%&% ()$*&$* 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 #* K'#' *+ 7' 2&*'21H+ (* 2"+$*+1(" ?@* 7' 5'&2' *+$1*+(* *# &*7*C'+$* E'&' 7"# 271*+$*# " *7 $'&%*$ '7 ?@* #* (1&1%* E'&' 2'E$'& #@ '$*+21H+ 3 2"+*2$'& 2"+ A#$"#L :" #* $&'$' (* 2"+$*+1(" '@$"E&"5"21"+'7 #1+" P$17 3 #1%+1M12'$1C" E'&' 7"# 2"+#@51("&*#L

Transcript of Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

Page 1: Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

8/13/2019 Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

http://slidepdf.com/reader/full/postgrado-en-branded-content-marketing-de-contenidos-y-transmedia-storytelling 1/10

!"#$

!"#$%&'(" *+ ,&'+(*( -"+$*+$. /'&0*$1+% (* 2"+$*+1("#3 4&'+#5*(1' 6$"&3$*771+%

!8969:4;-<=:

>!"& ?@A *7 !"#$%&% ()$*&$* #* B' 2"+C*&$1(" *+ @+" (* 7"# $A&51+"# (* 5"('D >!"&?@A $1*+* #*+$1(" ?@* 7'# 5'&2'# E&"(@F2'+ 2"+$*+1(" 2"+ #@ ;G: *+ *7 ?@* #@ 7"%"+" $*+%' $'+$" E&"$'%"+1#5"D

>-H5" *# *7 E&"2*#" (* E&"(@221H+ (* 2"+$*+1(" E"& E'&$* (* 7'# 5'&2'# 3 ?@A'%*+$*# #* I@+$'+ *+ A7D >-@J7*# #"+ 7'# 5*I"&*# *#$&'$*%1'# E'&' 2@5E71& "KI*$1C"# '

$&'CA# (*7 2"+$*+1("D >!"(*5"# *+$&*$*+*& 51*+$&'# +@*#$&" 5*+#'I* 2'7' *+ 7''@(1*+21'D

97 +),*-"#%) &$ !"#$%&% ()$*&$*. /#"0&*1$- %& 2)$*&$1%), 3 4"#$,5&%1#

6*)"3*&771$- %& 89:6;8 *#$J E7'+$*'(" E'&' ('& &*#E@*#$' ' A#$'# 3 "$&'# 5@2B'#E&*%@+$'#L

!"& ,&'+(*( -"+$*+$ *+$*+(*5"# '?@*77"# 2"+$*+1("# (* *+$&*$*+151*+$" "1+M"&5'$1C"# M1+'+21'("# E"& 7'# 5'&2'# N(* 5'+*&' %7"K'7 " E'&21'7O 3 ?@* $1*+*+1+$*&A# " &*7*C'+21' E'&' *7 EPK712"L 6"+ 2"5@+12'21"+*# ?@* C'+ 71%'('# ' 7" ?@* 7'

5'&2' ?@1*&* 5"#$&'& @+1('# ' 7" ?@* #@ $'&%*$ N" EPK712" '#E1&'21"+'7O ?@1*&* C*&L 9#.E"& $'+$". @+' M"&5' (* E@K7121('( ?@* +" 1+$*&&@5E* '7 *#E*2$'("& 51*+$&'# *#$J2"+#@51*+(" "$&" 2"+$*+1(" #1+" ?@* *# K@#2'(' (1&*2$'5*+$* E"& A#$*L

97 ,&'+(*( -"+$*+$ #1&C*Q

R !'&' (*#'$'#2'& *7 #'$@&'(" M"&5'$" E@K7121$'&1" $&'(121"+'7L

R !'&' #*& 5J# 2&*SK7*#LR !'&' B'2*& E@K7121('( (* @+' 5'+*&' (* C*&('( *M*2$1C'LR !'&' 2"5@+12'&#* 2"+ 7"# 271*+$*#L

R !'&' 2&*'& 7'F"# *+$&* *7 @#@'&1" 3 7"# E&"(@2$"# (* 7' 5'&2'L

6*%P+ T"&&*#$*&. ,&'+(*( -"+$*+$ *# U*7 2"+$*+1(" ?@* *# (*#'&&"77'(" " 2@&'(" E"&@+' 5'&2' E'&' 'E"&$'& '7 2"+#@51("& C'7"& 'V'(1(" 2"5" *7 *+$&*$*+151*+$" " 7'

*(@2'21H+L 9#$J (1#*V'(" E'&' 2"+#$&@1& &*E@$'21H+ (* 5'&2' 3 'M1+1('(. +" E'&'

C*+(*& E&"(@2$"# " #*&C121"#L :" *# @+ '+@+21" E'%'(". @+ E'$&"21+1" " @+ E&"(@2$E7'2*5*+$UL

97 /#"0&*1$- %& 2)$*&$1%), #* K'#' *+ 7' 2&*'21H+ (* 2"+$*+1(" ?@* 7' 5'&2' *+$1*+(**# &*7*C'+$* E'&' 7"# 271*+$*# " *7 $'&%*$ '7 ?@* #* (1&1%* E'&' 2'E$'& #@ '$*+21H+ 3

2"+*2$'& 2"+ A#$"#L :" #* $&'$' (* 2"+$*+1(" '@$"E&"5"21"+'7 #1+" P$17 3 #1%+1M12'$1C"E'&' 7"# 2"+#@51("&*#L

Page 2: Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

8/13/2019 Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

http://slidepdf.com/reader/full/postgrado-en-branded-content-marketing-de-contenidos-y-transmedia-storytelling 2/10

!"#$

W'# 1+121'$1C'# 4"#$,5&%1#. E"& #@ E'&$*. 2"+#$&@3*+ @+1C*&#"# +'&&'$1C"# ('+(" @+

15E"&$'+$S#15" E'E*7 ' 7"# 2"+#@51("&*#L -'(' '221H+ #@5' ' 7" ?@* 7' 5'&2' ?@1*&*2"+$'& E*&" ' #@ C*F A#$'# '221"+*# E@*(*+ #*& 2"+#@51('# 1+(*E*+(1*+$*5*+$*.$*+1*+(" #*+$1(" E"& #S 51#5'#L

W"# C1*I"# 5"(*7"# E@K7121$'&1"# $1*+*+ 2'(' C*F 5*+"# #*+$1(" *+ @+' #"21*('(

B1E*&2"+*2$'('. (1#E*&#' 3 $'+ M&'%5*+$'('L W"# K"5K'&(*"# E@K7121$'&1"# #"+ 2'('

C*F 5J# 5"7*#$"# 3 7"# 2"+#@51("&*# K@#2'+ C1C1& *XE*&1*+21'# 3 5'&2'# ?@* 7*#'E"&$*+ '7%" P$17 *+ #@ C1('L

97 *#$@(1" /*'+1+%M@7 ,&'+(# (* Y'C'# /*(1' 51(* 7' M"&$'7*F' (* 7'# 5'&2'# ' $&'CA#

(* 7"# K*+*M121"# ?@* A#$'# 'E"&$'+ ' +@*#$&'# C1('#L W" B'2* 51(1*+(" *7 15E'2$" (*7"# K*+*M121"# (* 7'# 5'&2'# I@+$" 2"+ #@ 15E'2$" *+ Z[ J&*'# (* K1*+*#$'& N#'7@(.M*7121('(. &*7'21"+*#. 2"5@+1('(. M1+'+F'#LLLOL

-"+ @+' *#2'7' (* \]] 5'&2'#. 5J# (* Z^_L]]] 2"+#@51("&*# 3 [^ E'S#*#. 7"#

E&1+21E'7*# !"#$%&%'( ?@* /*'+1+M@7 ,&'+(# &*M7*I' #"+Q

R `@* 7' 2"+M1'+F' *+ 7'# 5'&2'# *+ $"(" *7 5@+(" B' 1(" 2'3*+(" (@&'+$* 7'# P7$15'#

$&*# (A2'('#LR `@* 7'# &*7'21"+*# 7'&%'# *+$&* E*&#"+'# 3 5'&2'# *#$J+ &"$'#L

R `@* %&'+ E'&$* (* 7' 2"+M1'+F'. *7 &*#E*$" 3 7' 7*'7$'( ?@* 7' %*+$* $*+S' *+ 5@2B'#

5'&2'# #* B' E*&(1("LR `@*. '(*5J#. 7'# 5'&2'# +" *#$J+ ('+(" ' 7' %*+$* 7" ?@* A#$"# ?@1*&*+L 61+*5K'&%". *#$J+ $&'$'+(" (* "M&*2*& 7" ?@* #1*5E&* 7" B'+ B*2B"Q 7' 51#5'2"5K1+'21H+ (* 5J# &JE1("a5J# %&'+(*a5J# +@*C"L

R `@*. 51*+$&'#. *7 5@+(" '+B*7' ?@* 7'# 5'&2'# #*'+ P$17*# 3 ?@* 5*I"&*+ *7K1*+*#$'& (* C1(' (* 7'# E*&#"+'# (* @+' 5'+*&' $'+%1K7*. #1%+1M12'$1C' 3 #'$1#M'2$"&1'LR `@* ' 7' 5'3"&S' (* 7' %*+$* $"('CS' +" 7* 15E"&$'&S' #1 5J# (*7 \^b (* 7'# 5'&2'#

(*I'&'+ (* *X1#$1&L

>`cd ;!89:G98e6D 

•  `@A *# ,&'+(*( -"+$*+$ 3 #@# (1M*&*+21'# 2"+ !&"(@2$ !7'2*5*+$ 3 E'$&"21+1"#L

•  -H5" 2&*'& @+' *#$&'$*%1' (* 2"+$*+1("# *M121*+$*L

•  -H5" *# *7 +@*C" 2"+#@51("& 3 ?@A (*5'+(' E'&' '$&'*& #@ '$*+21H+L

•  -H5" 5*(1& 7'# '221"+*# '#"21'('# ' 7"# 2"+$*+1("# (* 5'&2'L

•  -@J7*# #"+ 7'# 5A$&12'# 3 7'# B*&&'51*+$'# 15E&*#21+(1K7*#L•  4"("# 7"# '#E*2$"# 7*%'7*# ' $*+*& *+ 2@*+$' *+ *7 (*#'&&"77" (* @+' '221H+ (*

,&'+(*( -"+$*+$L

•  W"# 5*I"&*# 2'#"# E&J2$12"# (*7 5@+(" '+'71F'("# E"& 7"# 5*I"&*#

E&"M*#1"+'7*# (*7 #*2$"&L

Page 3: Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

8/13/2019 Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

http://slidepdf.com/reader/full/postgrado-en-branded-content-marketing-de-contenidos-y-transmedia-storytelling 3/10

!"#$

•  W'# 5*I"&*# *XE*&1*+21'# E&"M*#1"+'7*# (* 7' 5'+" (* 7"# &*E&*#*+$'+$*# (* 7'#*5E&*#'# 5J# E@+$*&'# (* 9#E'V' *+ 7' 2&*'21H+ (* 2"+$*+1("#L

•  `@1A+*# #"+ $"("# 7"# '%*+$*# 15E712'("# *+ *7 E&"2*#" (* 2&*'21H+ (* @+,&'+(*( -"+$*+$ N'+@+21'+$*. '%*+21'. E&"(@2$"&'. 2'(*+'fO 3 7' 7'K"& (* 2'('

@+" (* A#$"#L

•  -H5" (*M1+1& @+"# "KI*$1C"# 3 7"# 1+(12'("&*# 27'C* (* &*+(151*+$" Ng!<OL

•  !&J2$12'# '@$"2"+27@#1C'# *+ 2'(' 27'#* *+ 7' ?@* 7"# E&"M*#1"+'7*# 2"&&*%1&J+ '7"# '7@5+"# @+ *I*&2121" *XE@*#$" 71%'(" ' 7' $*"&S' *XE@*#$' E&*C1'5*+$*L

; `c<d: h; G<8<i<Gj k 6;W<G;6 !8jT96<j:;W96

97 +),*-"#%) &$ !"#$%&% ()$*&$*. /#"0&*1$- %& 2)$*&$1%), 3 4"#$,5&%1#6*)"3*&771$- %& 89:6;8 *#$J *#E*21'75*+$* (1#*V'(" E'&' *#$"# E*&M17*#. 7"# 2@'7*# #*

2"+C1*&$*+ $'5K1A+ *+ #'71('# E&"M*#1"+'7*# E'&' #@# '7@5+"#Q

•  8*2127'I* E&"M*#1"+'7 (* E&"M*#1"+'7*# *+ *+$"&+"# E@K7121$'&1"#. '@(1"C1#@'7*#

" (* E&"(@221H+ (* 2"+$*+1("#L

•  G*E'&$'5*+$"# (* 5'&0*$1+%L

•  !&"(@2$"&'# (* 2"+$*+1("L

•  ;%*+21'# (* E@K7121('(L

•  !&"(@2$"&'# '@(1"C1#@'7*#L

•  -'(*+'# (* 4hL

•  6$'&$R@E# &*7'21"+'('# 2"+ *7 5'&0*$1+%L

•  95E&*#'# *#E*21'71F'('# *+ 2"5@+12'21H+ "+71+*L

•  G*E'&$'5*+$"# (* 2"5@+12'21H+L•  ;@$H+"5"# " M&**7'+2*# ?@* E&*21#*+ @+' (1M*&*+21'21H+ *+ #@ 2'$J7"%" (*

#*&C121"#L

•  -"+#@7$"&S' (* +@*C"# 5"(*7"#L

!8ji8;/;

<+121"Q <&="&") >?@AGS'# 6*5'+'7*#Q > %B#, ,&5#$#7&, %& @CDE? # >@DE?F5 N#*#1"+*# (* ^ B"&'#OY"&'# $"$'7*#Q Z[]B N^l #*#1"+*# m Z 5'#$*&27'##OG1&*2$"& '2'(A512"Q 9(@'&(" !&J('+"#

Page 4: Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

8/13/2019 Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

http://slidepdf.com/reader/full/postgrado-en-branded-content-marketing-de-contenidos-y-transmedia-storytelling 4/10

Page 5: Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

8/13/2019 Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

http://slidepdf.com/reader/full/postgrado-en-branded-content-marketing-de-contenidos-y-transmedia-storytelling 5/10

!"#$

6*#1H+ ZL_!  8$*")%G221H$ #7 2)$2&F*) %& !"#$%&% ()$*&$*W /#"2) *&H"12)W ;&7 &$<)NG& FG,S #7 FG77 IX#L1&"

Y&-G&1"#K

•  97 5"(*7" E@K7121$'&1" $&'(121"+'7Q E@#BL 97 *M*2$" rs*'& "@$tL

•  97 +@*C" 5"(*7"Q E@77L 9C1(*+21'# (* #@ *M12'21' *+ 7' $&'+#51#1H+ (* 5*+#'I*# (* 5'&2'L•  !'1(. js+*( 3 9'&+*( 5*(1'Q 7' 2"+C1C*+21' (* 7"# 5*(1"# $&'(121"+'7*# 3 *7 2"+$*+1("

6*#1H+ ZLn!  /#"0&*1$- %& 2)$*&$1%), IR$*)$1) Z15&$)K

•  `@A *# 3 E"& ?@A *# 15E"&$'+$*

•  T"&5'# (* 15E7*5*+$'21H+

•  -'#"# (* AX1$"

6*#1H+ ZLo!  ;&7 F#*")21$1) 2G7*G"#7 #7 !"#$%&% ()$*&$* I855# 4G"=#GK

•  W' 2"+#$&@221H+ (* 7' 1(*+$1('( (* 7' 5'&2'•  W"# 2"+$*+1("# 2@7$@&'7*# 3 *7 *5E7*" (* +@*#$&" $1*5E" (* "21"

•  97 '&$*. 7"# 1+$'+%1K7*# 3 *7 2"RK&'+(*( 2"+$*+$

6*#1H+ ZL\!  ;&,#"")77) %& $&-)21) 3 L1,1H$ &,*"#*[-12# %& <G*G") I/#$G&7 Z#"2B# ()"%&")K 

!"#$%& () *% +$,-& .&+/$01#&2 3 ,G "&7#21H$ 2)$ 7#, 5#"2#, I@> S)"#,K*+,#$-"%. E1&( A&'1"! F#$$#!5 ;2$0& =1&G5 <2?"$-2 D#$$"$#( @ /01#$02 3$40#%2(H

 

6*#1H+ [LZ!  M# "&7#21H$ &$*"& 7), 2)$,G51%)"&, 3 7#, 5#"2#, IMG1, /1-G&7 !#""#7K

•  G* 7' 6'$1#M'221H+ ' 7' i&'$1$@(

•  h1C15"# 7"# $1*5E"# (*7 -&"s(/*(1'

•  c+ *I*5E7"Q 7' 5P#12' 2"5" E@*+$* *+$&* 5'&2'# 3 E*&#"+'#

6*#1H+ [L[

!  /&#$1$-<G7 !"#$%, IX)"%1 ZG1\K•  ;+J71#1# 1+$*&+'21"+'7 (*7 *#$@(1"

•  97 5*&2'(" *#E'V"7

•  /*'+1+%M@7 -"++*2$1"+#

6*#1H+ [L^!  :\F&"1&$21# &5F"&,#"1#7D /]^_/ IY)=&"*) (#""&"#,K

6*#1H+ [L_!  6&,1H$ ,&-G151&$*) F")3&2*) <1$ %& F),*-"#%) I:%G#"%) +"T%#$),K  

Page 6: Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

8/13/2019 Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

http://slidepdf.com/reader/full/postgrado-en-branded-content-marketing-de-contenidos-y-transmedia-storytelling 6/10

!"#$

!"#$%& ED M# $G&L# 2"&#*1L1%#% F#"# 5#"2#, NG& $) NG1&"&$ ,&" )%1#%#, IOS)"#,K!"#$%&'() *'+%, .(%/01'2 +' 3$4$"$(5$ 671%89:; <$%&/( <=4,(' 9 >,?'% @$A$AB

 C4$&%=A&'D 

6*#1H+ ^LZ!  6&" ) $) ,&"`W a &7 F)%&" L1"#7 I+&%") :$"BNG&b %& 6#7#5#$2# cdG"=3eK

•  W' B1#$"&1' C1&'7L 9I*5E7"# 27J#12"# (* *XE*&1*+21'# 2"+ *M12'21' C1&'7 '+$*# (* 7'# &*(*# #"21'7*# "7"# 2"+$*+1("# (1%1$'7*#L

•  W' (15*+#1H+ (*7 2"+$*+1(" C1&'7L GH+(*. 2H5". 2@J+(". ?@ALLL k R#"K&* $"("R ?@1A+L

•  4*"&S'#. 27'C*# 3 &'21"+'71F'21H+ (* *7*5*+$"# C1&'7*#L G* 7' &*K*7(S' (*7 +12B" ' 7"# '7%"&1$5"#5171$'&*#L

6*#1H+ ^L[

!  :7 !"#$%&% ()$*&$* 2)5) 2)$27G,1H$ &5FB"12# IY)-&" (#,#,UR7#*"1,*& 3 /#"*B$ /17)$&K

•  G* %@1"+1#$' (* 21+* ' E&"(@2$"& (* 2"+$*+1("# (1%1$'7*#L

•  -'#" ZL 97 2"+$*+1(" ?@* &*2B'F' 7' E@K7121('( 3 7' E@K7121('( ?@* +" *+$1*+(* *7 2"+$*+1("

•  -'#" [L 97 2"+$*+1(" ?@* 2"+*2$' E*&" +" *# 2"5*&21'71F'K7*L

•  -'#" ^L W' M1*K&* (*7 C1&'7L

•  -'#" _L W' 2"5E&'C*+$' (*7 *#$17"L

•  W'# 5'&2'# ?@* ?@1*&*+ *+$&*$*+*&L

•  ,1*+C*+1("# '7 ,&'+(*( 2"+$*+$ 3 ' 7' +'&&'$1C' 4&'+#5*(1'L

!"#$%& () M), -"GF), 15F712#%), I8KD 7#, 5#"2#, IP S)"#,K*+,#$-"%. I"$%#%02 D#$$&J%5 8%# 0" D#(-$2 @ KCB-2$ <2%B2

6*#1H+ _LZ!  :\F&"1&$21# &5F"&,#"1#7D a#S))f Id&"$#$%) (#""1H$K

•  k'B""u 9XE*&1*+21' E&"M*#1"+'7 2"+ *7 ,&'+(*( -"+$*+$

•  -'#" /*&2*(*# ,*+FL >-H5" 5*(1& *7 AX1$"D

•  -'#" h1#1$ ,&1$'1+L

6*#1H+ _L[!  :\F&"1&$21# &5F"&,#"1#7D R$# %& (#,*") I()2#U()7#K

6*#1H+ _L^!  :\F&"1&$21# &5F"&,#"1#7D Y&% !G77 IQB2*)" Y)$2)K

Page 7: Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

8/13/2019 Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

http://slidepdf.com/reader/full/postgrado-en-branded-content-marketing-de-contenidos-y-transmedia-storytelling 7/10

!"#$

!"#$%& () M), -"GF), 15F712#%), I88KD 7#, F")%G2*)"#, IP S)"#,K*+,#$-"%. ;#&+" EJ,"L98+2$5 ;#7&"$ AM%0"L5 A#$B <2( @ /01#$02 3$40#%2(

6*#1H+ nLZ!  (H5) F")%G21" G$ F")-"#5# %& 4Q &$ <)"5#*) !"#$%&% ()$*&$* IX#15& MHF&bUR5)"K

•  !'#"# +*2*#'&1"# *+ *#$' "(1#*'

•  W"# 1+$*&7"2@$"&*#

•  !'#"# +*2*#'&1"# *+ *#$' "(1#*'

•  97 E&*#@E@*#$"

•  -'#" (* AX1$"Q 6"21'7 ,&'+(*( -"+$*+$Q rh1'I* '7 <+$*&1"& (* 7' -@7$@&'t

6*#1H+ nL[!  :\F&"1&$21# &5F"&,#"1#7D Z7)=)5&%1# IX#L1&" /[$%&bK

! :\F&"1&$21# &5F"&,#"1#7D O?%! I/#"2 Y),K

6*#1H+ nL^!  6&,1H$ ,&-G151&$*) F")3&2*) <1$ %& F),*-"#%) I:%G#"%) +"T%#$),K  

!"#$%& () M), -"GF), 15F712#%), I888KD 7#, #-&$21#, I@> S)"#,K 

!"#$%&'() C4'E$(+%, 3$%$5F,; G,%?' <,%$4'A; C+%=H( @F=(5F=44$; I(?'4 I4J$%'2; K/5&,%L1&=M%%'2 +' N'($ 9 .+1$%+, *%H+$(,A 

6*#1H+ oLZ!  :7 %&F#"*#5&$*) %& 2G&$*#, IR7&g#$%") 6#"#2S)K

6*#1H+ oL[!  :7 %&F#"*#5&$*) 2"&#*1L) IX)"-& /)"#7&,K

!  :7 %&F#"*#5&$*) %& F")%G221H$ IR%"1T$ (S1$2S177#K

6*#1H+ oL^

!  :7 %&F#"*#5&$*) %& 6)21#7 /&%1# Ih$-&7 h7L#"&bK

6*#1H+ oL_!  :7 %&F#"*#5&$*) %& F7#$1<12#21H$ &,*"#*[-12# IQB2*)" ZG*1[""&b %& 4&$#K

Page 8: Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

8/13/2019 Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

http://slidepdf.com/reader/full/postgrado-en-branded-content-marketing-de-contenidos-y-transmedia-storytelling 8/10

!"#$

!"#$%& () M), -"GF), 15F712#%), I8QKD 7#, 2#%&$#, %& *&7&L1,1H$ IP S)"#,K !"#$%&'() 3$5F$ O1'(+/$; P$?, 7$(+=Q, 9 I4J$%, @$A&H(

6*#1H+ \LZ!  :\F&"1&$21# F")<&,1)$#7D R*"&,5&%1# I6#2S# !G&$%B#K 6*#1H+ \L[!  :\F&"1&$21# F")<&,1)$#7D 4Q: Ia#-) d#$%1i)K

•  -@'+(" *7 2"+$*+1(" *# *7 &*3 3 *7 @#@'&1" #@ E&"M*$'Q -7'+ N84h9O

•  97 #*&C121" EPK712" 2"5" K'#* (* AX1$"L

•  >6"+ C1'K7*# 7"# 5"(*7"# vs1+Rs1+vD

•  4&'+#5*(1' 3 5@7$1E7'$'M"&5' 2"5" E"$*+21'("&*# (* C'7"&L

6*#1H+ \L^!  :\F&"1&$21# F")<&,1)$#7D +G=71&,F#i# U Z"GF) /&%1#,&* Ih7L#") (#,*T$K

!  6&,1H$ ,&-G151&$*) F")3&2*) <1$ %& F),*-"#%) I:%G#"%) +"T%#$),K  

!"#$%& () *+,-./0#1, 23&+430%%1-5 I@> S)"#,K!"#$%&'() O'4M( 3$(&$BR4$44$; >$S$'4 T=($%'A; *$84, <1Q,2; 7'%($(+, 3$(&=$?, 9.+1$%+, *%H+$(,A

6*#1H+ pLZ

!  ;1<&"&$*&, #F712#21)$&, %&7 4"#$,5&%1# 6*)"3*&771$- I!&7[$ 6#$*#U_7#77#K

•  /'&0*$1+%Q 8*7'21H+ *+$&* *7 ,&'+(*( -"+$*+$ 3 *7 4&'+#5*(1'

•  9+$&*$*+151*+$"Q /'1+#$&*'5 C# <+(1*

•  T1+ #"21'7Q 4&'+#5*(1' E'&' *(@2'& 3 (*#E*&$'& 2"+21*+21'#

6*#1H+ pL[!  M), &,F&2*#%)"&, 3# $) L#$ #7 21$&. 7#, S1,*)"1#, L#$ # &77),W :7 4"#$,5&%1# &$ &7 &$*)"$)

21$&5#*)-"T<12) IY#<#&7 M1$#"&,K

•  -'2'B@*$*# ?@* ('+ 51*("

•  h1%'7"+(". 4s1$$*& 3 7"# ;8i

•  :" #"7" 7"# E&"(@2$"&*# %'+'+ (1+*&"L G*#'&&"77" (* "$&'# '2$1C1('(*# *2"+H512'# '7&*(*("& (*

@+' E*7S2@7'L >`@A B' B*2B" w#B'&0+'(" E"& +"#"$&"#D

6*#1H+ pL^

!  ;&7 !"#$%&% ()$*&$* #7 4"#$,5&%1# 6*)"3*&771$- I+#=7) /Gi)bK

!  ()$,*"G3&$%) G$ 6*)"3*&771$- FG=7121*#"1) Id&"$#$%) 6#$*1#-)K

•  j&1%*+. (*M1+121H+. 2'&'2$*&S#$12'# 3 $1E"# (* 6$"&3$*771+% E@K7121$'&1"

•  !&"2*#" E&J2$12" (* 2&*'21H+ (* @+ 6$"&3$*771+% E@K7121$'&1"

•  -"+#$&@1& @+ &*7'$" E'&' &*M"&F'& '7 2"+#@51("&. '7 *#E*2$'("& 3 '7 21@('('+"

6*#1H+ pL_!  j4"#$,5&%1#. j6)21#74Q. j4"#$,6)21#74Q` kF)" NG[ #S)"# S#=7#5), %& j4"#$,!"#$%&%()$*&$*l

I:%G#"%) +"T%#$),K

Page 9: Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

8/13/2019 Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

http://slidepdf.com/reader/full/postgrado-en-branded-content-marketing-de-contenidos-y-transmedia-storytelling 9/10

!"#$

•  -"+$*+1("# 7S?@1("#

•  -H5" 2"+#$&@1& @+ ;8i Nr;7$*&+'$* 8*'771$3 i'5*#tO

•  W' ,1K71' 4&'+#5*(1'

!"#$%& () *+,-./&+ %-01%-+ IO S)"#,K *+,#$-"%. I$#%B&(B2 3M$"L F"( @ 8!"N#%0$2 >21$&O2 

6*#1H+ lLZ!  8$*")%G221H$ # 7# "&-G7#21H$ %& 7# FG=7121%#% )$71$& Id"#$21,2) +["&b !&,K

•  :"&5'$1C' %*+*&'7 3 #*2$"&1'7

•  97 K&'+(*( 2"+$*+$Q '#E*2$"# 7*%'7*#

•  <+21(*+21' (* 7'# +"&5'# *+ 7'# +@*C'# M"&5'# (* E@K7121('(Q (*#(* *7 69j B'#$' *7 5'&0*$1+% (*2"+$*+1("#L

6*#1H+ lL[!  +"1$21F#7&, #,F&2*), 7&-#7&, # *&$&" &$ 2G&$*# &$ 5#"0&*1$- %& 2)$*&$1%), 3 !"#$%&% ()$*&$*

IR7&g#$%") 4)G"1i)K

•  !&"E1*('( 1+$*7*2$@'7

•  !@K7121('(

•  !&"$*221H+ (* ('$"#

•  G"x# '+( ("+$x#

!"#$%& ()* +,-%B*12# 3 5&%121H$ UV F,%$AW*+,#$-"%. >#+#$# E1B#( @ D#$!2( P4%BQ"L

6&,1H$ @?W@!  R$#7B*12# ,)21#7 I4#5#"# MG2#,K

•  <+$&"(@221H+ ' 7' '+'7S$12' s*K 3 '+'7S$12' #"21'7

•  /*(121H+ (* 2"+$*+1("#. 1+$*&'221"+*#. 2H5" 5*(1& 2"5E&"51#" (*7 @#@'&1"L <& 5J# '77J (* 7'#C1#1$'# 3 EJ%1+'# C1#$'#L

•  -'#" E&J2$12"Q 2H5" E7'+$*'& @+' *#$&'$*%1' (* 5*(121H+ E'#" E"& E'#"

6*#1H+ Z]L[!  cRG%1&$21# ,)21#7eD G$# $G&L# <)"5# %& #$#71b#" # 7# #G%1&$21# %& *&7&L1,1H$ I(#"7), 6T$2S&bK

•  W' '@(1*+21' #"21'7 *+ E&"%&'5'# (* $*7*C1#1H+Q *+%'%*5*+$ 3 #*+$151*+$"

• W' '@(1*+21' #"21'7 E'&' 5*(1& 7' *M12'21' E@K7121$'&1' *+ $*7*C1#1H+

•  -'#"# (* *#$@(1"Q h"70#s'%*+ i"7M. E'$&"21+1"# *+ 7' -"E' -"+M*(*&'21"+*#. W' h"F. -"2'R-"7'v,*+(1$"# K'&*#. K*+(1$'# #*&1*#vL

6*#1H+ Z]L^!  6&,1H$ ,&-G151&$*) F")3&2*) <1$ %& F),*-"#%) I:%G#"%) +"T%#$),K  

!"#$%& (() *&+,-% !.#,- I@> S)"#,K*+,#$-"%. /(-"!# A"!'#$5 D#$2!&%# 0" ;27M5 8!?"$-2 <#+2( @ 8%-2%&2 R$-&L

6&,1H$ @@W@

Page 10: Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

8/13/2019 Postgrado en Branded Content, Marketing de contenidos y Transmedia Storytelling

http://slidepdf.com/reader/full/postgrado-en-branded-content-marketing-de-contenidos-y-transmedia-storytelling 10/10

!"#$

!  Z&,*1H$ %&7 6)21#7 /&%1# /#"0&*1$- I:,*&7# /&7-#"K

•  !&"2*#"#Q 7'K"& (*7 6"21'7 /*(1' /'+'%*&L

•  /"+1$"&1F'21H+. E7'+1M12'21H+ (* 2"+$*+1("#. 3 &*E"&$1+%L

•  41E"# 3 %*#$1H+ (* 2"5@+1('(*#L

•  97 2"+$*+1("Q 2&*'$1C1('( *+ &*(*# #"21'7*#

•  -'#"# (* AX1$"

6*#1H+ ZZL[!  :7 5#$&g) %& 2)5G$1%#%&, &$ 5&%1), ,)21#7&, I(#")71$# %& X)L[K

•  -H5" B'2*& @+ E&"$"2"7" (* ;4- M7@1("

•  -H5" *#$'K7*2*& @+ E7'+ *(1$"&1'7 E'&' @+' 5'&2'

•  W' 15E"&$'+21' (* 7' E&"2*(15*+$'21H+ (* &*#E@*#$'# *+ 2"5@+1('(*# "+71+* NT;`#O

6*#1H+ ZZL^!  ("&#21H$ %& 2)$*&$1%), &$ =7)-, IR7=&"*) Y#5),K

•  W"# K7"%# 2"&E"&'$1C"# 2"5" B*&&'51*+$' (* 2"5@+12'21H+ (* 5'&2'

•  -H5" B'2*& @+ E7'+ 3 @+ 2'7*+('&1" *(1$"&1'7

•  ;+'73$12# *+ K7"%%1+%

•  W' 2"5@+12'21H+ 2"&E"&'$1C' (* 2"+$*+1("#

6*#1H+ ZZL_!  ()$*&$1%) %& 5#"2# 3 %1,*"1=G21H$ )$71$&D )m$. &#"$ 3 F#1% 5&%1# IR$*)$1) _"*1bK

•  9#$&'$*%1'# *+ 2'+'7*# E&"E1"# (* (1#$&1K@21H+ (* 2"+$*+1(" (* 5'&2'

•  !'1( /*(1' 3 ,&'+( -"+$*+$Q 7' *C"7@21H+ B'21' v+'$1C* '(C*&$1#1+%v

•  9'&+ /*(1'Q (* 7"# C1&'7*# ' 7"# '2@*&("# (* %'&'+$S' (* (1#$&1K@21H+ N*#E'21"# (* E'%".1+M7@*+2*&#. *$2LLO

+"&,&$*#21H$ %&7 F")3&2*) <1$ %& +),*-"#%) IE S)"#,K/01#$02 3$40#%2(

!  +1*2S1$- F")3&2*) <1$ %& 2G",) I:%G#"%) +"T%#$),K

•  !&*#*+$'21H+ (* 7"# E&"3*2$"# E"& E'&$* (* 2'(' %&@E"

•  -"&&*221H+ E"& E'&$* (*7 (1&*2$"& '2'(A512"

•  9+$&*%' (* (1E7"5'# 3 M1+ (*7 !"#$%&'("

89:6;8,'7(1&1 8*1X'2. _ q ]p][p ,'&2*7"+'h*7JF?@*F. n\ q [p]]Z /'(&1(

:12"7J# -"EA&+12". p q _olp] h'7*+21'1+M"y1+*#(1L2"5sssL1+*#(1L2"5y<+#$1$@$"<+*#(1