In an environment where we are “always on”, it is more and more important brands have a truly relevant presence in our lives. We actively search for more, more information, more entertainment, more utility, and that is what Content Marketing can give us. It is about a so well done and framed marketing that it does not even seem marketing. Content Marketing has, in its basis, relevant, high-class, customized content, which captures the attention of those we want to make faithful. Creating it demands effort and an accurate planning. It demands that brands know how to tell their stories and how to take advantage of data made available by its fans – creating, by using all that information, relevant contents that promote a real connection with customers. The goal of this course is to promote the best knowledge about this new and fundamental area of Marketing, providing students with tools that will help them incorporate this discipline in their communication plans. The working methodology includes expository and practical lectures, where real cases will be presented and solved.