Course Name | Storytelling in Brand Communication |
Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
---|---|---|---|---|---|
GEHU 301 | Fall/Spring | 3 | 0 | 3 | 5 |
Prerequisites | None | |||||
Course Language | ||||||
Course Type | Second Foreign Language | |||||
Course Level | - | |||||
Mode of Delivery | - | |||||
Teaching Methods and Techniques of the Course | ||||||
Course Coordinator | - | |||||
Course Lecturer(s) | ||||||
Assistant(s) | - |
Course Objectives | The aim of this course is to provide advertising and PR students to learn the importance, benefits and current applications of classic and modern storytelling in brand communication and brand management, and providing them to apply these methods in creative works. |
Learning Outcomes | The students who succeeded in this course;
|
Course Description | In this course, students are introduced to creative writing techniques, story types and techniques, the importance of story types and techniques in brand communication, brand management, advertising and PR and current uses of branches of stroytelling techniques and apllications. |
Related Sustainable Development Goals | |
| Core Courses | |
Major Area Courses | ||
Supportive Courses | ||
Media and Managment Skills Courses | ||
Transferable Skill Courses |
Week | Subjects | Required Materials |
1 | Gather by the fire: Roots & relations of storytelling & branding - From prehistorical tribes to an astranaut named L. Armstrong | Part I – Branding Through Storytelling “Storytelling – Branding in Practice” – Klaus Fog, Christian Budzt, Barış Yakaboylu |
2 | Dungeons, Dragons & Knights: The message, the character, the conflict, the plot: AKA How to steal the heart of your audience like a prince in shining armor | Part II - Four Elements of Storytelling “Storytelling – Branding in Practice” – Klaus Fog, Christian Budzt, Barış Yakaboylu |
3 | Hero’s Journey: The Quest of Success Plotting a differentiating story AKA When you gaze into the abyss, lots of brands look back at you | A Practical Guide to Campbell’s “Hero’s Journey” http://www.thewritersjourney.com/hero's_journey.htm |
4 | The Heming-way: Coding the message for the eye & the ear AKA Being brutally honest in writing | “The World’s Language of Persuation” bölümü, “The Invisible Grail” – John Simmons “For Whom the Bells Toll” – E. Hemingway |
5 | The Bonnie Situation: Formulating “character” of a brand AKA Stray bullets kill people, bad mottos kill brands | “The World’s Language of Persuation” sequence “The Invisible Grail” – John Simmons “The Bonnie Situation” sequence, “Pulp Fiction” – Quentin Tarantino |
6 | Engineered Creativity Wordsmithing & storycrafting with a style AKA Being a professional manipulator & being nice about it | “10 Steps to Start Your Concent Marketing” Robert Rose |
7 | The Comic Toolbox Do leaders write or read AKA Getting that punchline right in the face | “The Rule of Nine” ve “The Comedy Throughline” bölümleri, “The Comic Toolbox: How to Be Funny Even When You Are Not” John Warhaus |
8 | Myths & Business Creating a hype for marketing purposes AKA Story-selling: Transmedia storytelling | “Transmedia Storytelling 101 Handout” – Henry Jenkins Star Wars and Disneyland case studies |
9 | What If? (1) Test your writing skills in this workshop | |
10 | A Digitally Aged Cheese That Smells Preparing yourself to write online AKA Using digital media with or without proper technique & suffering the consequences | İnci Sözlük & Ekşi Sözlük case studies |
11 | What If? (2) Test your digital writing skills in this workshop | |
12 | My Name is Mahir. Ins & outs of corporate communication & writing for business AKA You style is the brand. Sell it first. | Part 1, “Moby Dick” – Herman Melville Internet Mahir case study and Herman Melville. |
13 | Poet Cemetery: Post mortem evalution & strategy building for future AKA A graveyard exercise for branding professionals | Ginger case study |
14 | Everyone plays! Doing target & market analysis for online audience & building a game concept / conflict that sells big time AKA What does 21st century brain think? Digitally Remastered I Present your digital writing skills in class & let us roast you down | part 1, “The Design of Episodic Games Blog” – Pascal Luban Defiance & Pokemon Go case studies |
15 | Review of the Semester | |
16 | Final Exam |
Course Notes/Textbooks | “You Are Getting Old” Y&R Research for Europe Demographics “10 Steps to Start Your Concent Marketing” Robert Rose |
Suggested Readings/Materials | “Story” Robert McKee “The Comic Toolbox” John Warhaus “On Writing” Stephen King “Storytelling – Branding in Practice” Klaus Fog, Christian Budzt, Barış Yakaboylu |
Semester Activities | Number | Weigthing |
Participation | 1 | 20 |
Laboratory / Application | ||
Field Work | ||
Quizzes / Studio Critiques | ||
Portfolio | ||
Homework / Assignments | 1 | 10 |
Presentation / Jury | 2 | 10 |
Project | 4 | 60 |
Seminar / Workshop | ||
Oral Exam | ||
Midterm | ||
Final Exam | ||
Total |
Weighting of Semester Activities on the Final Grade | ||
Weighting of End-of-Semester Activities on the Final Grade | ||
Total |
Semester Activities | Number | Duration (Hours) | Workload |
---|---|---|---|
Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
Study Hours Out of Class | 10 | 2 | 20 |
Field Work | |||
Quizzes / Studio Critiques | |||
Portfolio | |||
Homework / Assignments | 15 | ||
Presentation / Jury | 2 | 10 | |
Project | 1 | 14 | |
Seminar / Workshop | |||
Oral Exam | |||
Midterms | |||
Final Exams | |||
Total | 102 |
# | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
1 | To be able to have fundamental knowledge about narrative forms in cinema, digital and interactive media, and the foundational concepts relevant to these forms. | |||||
2 | To be able to create narratives based on creative and critical thinking skills, by using the forms and tools of expression specific to cinema and digital media arts. | |||||
3 | To be able to use the technical equipment and software required for becoming a specialist/expert in cinema and digital media. | |||||
4 | To be able to perform skills such as scriptwriting, production planning, use of the camera, sound recording, lighting and editing, at the basic level necessary for pre-production, production and post-production phases of an audio-visual work; and to perform at least one of them at an advanced level. | |||||
5 | To be able to discuss how meaning is made in cinema and digital media; how economy, politics and culture affect regimes of representation; and how processes of production, consumption, distribution and meaning-making shape narratives. | |||||
6 | To be able to perform the special technical and aesthetic skills at the basic level necessary to create digital media narratives in the fields of interactive film, video installation, experimental cinema and virtual reality. | |||||
7 | To be able to critically analyze a film or digital media artwork from technical, intellectual and artistic perspectives. | |||||
8 | To be able to participate in the production of a film or digital media artwork as a member or leader of a team, following the principles of work safety and norms of ethical behavior. | |||||
9 | To be able to stay informed about global scientific, social, economic, cultural, political, institutional and industrial developments. | |||||
10 | To be able to develop solutions to legal, scientific and professional problems surrounding the field of cinema and digital media. | |||||
11 | To be able to use a foreign language to communicate with colleagues and collect data in the field of cinema and digital media. ("European Language Portfolio Global Scale", Level B1). | |||||
12 | To be able to use a second foreign language at the medium level. | |||||
13 | To be able to connect the knowledge accumulated throughout human history to the field of expertise. |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest