COURSE INTRODUCTION AND APPLICATION INFORMATION

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
English
Course Type
Service Course
Course Level
First Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course Discussion
Group Work
Case Study
Q&A
Lecture / Presentation
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives The aim of this course is to create awareness of the importance, benefits and current applications of classic and modern storytelling in brand communication, and to apply these methods in creative works.
Learning Outcomes The students who succeeded in this course;
  • define coding and decoding in narratives,
  • explain how myths, metaphors and architypes are used to create a narrative,
  • discuss how AI and digital platforms can be utilized in storytelling,
  • apply storytelling techniques in creating a solution to a brand communication problem,
  • present oral, written and visual narratives to be used in brand communication.
Course Description Storytelling is considered one of the most influential foundations of humanity. In this course, myths and architypes will be discussed, and narratives will be examined. Using this knowledge, the course will build a bridge between producing narratives and brand communication . During the course, popular films and novels will be analyzed to create a story for the brand.
Related Sustainable Development Goals

 



Course Category

 Core Courses
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Introduction / Gather by the fire: Roots & relations of storytelling & branding Klaus Fog, Christian Budzt, Barış Yakaboylu, 2010, Branding Through Storytelling “Storytelling – Branding in Practice”, Springer, ISBN 978-3-662-50023-1
2 Hero’s Journey: Myth and dream, Tragedy and comedy, Hero and the God, World navel / Archetypes Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0 Thury, Eva M., 2013, Introduction to mythology: contemporary approaches to classical and world myths, Oxford University Press, ISBN 978-0-19-985923-8
3 Hero’s Journey: Call to adventure, Refusal of the call, Supernatural aid, Crossing of the first threshold, Belly of a whale / Analyzing Snow White and the Seven Dwarfs 1937 Full Movie Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0 https://www.youtube.com/watch?v=0kHOYavm7VY
4 Hero’s Journey: Road of trials, Meeting with the Goddess, Woman as the temptress, Atonement with the father, Apotheosis, Ultimate boon Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0
5 Hero’s Journey: Refusal of the return, Magic flight Rescue from without, Crossing of the return threshold, Master of the two worlds, Freedom to live Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0
6 Hero’s Journey: Keys / Presentations (Homework) Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0
7 Four Dimensions of Brand Storytelling: Framework for Managing and Analyzing Online Brand Stories Zimand-Sheiner, D. (2024). Four Dimensions of Brand Storytelling: Framework for Managing and Analyzing Online Brand Stories. International Journal of Business Communication, 23294884241261362.
8 Myths and AI / Analyzing Matrix – Part 1 Full Movie Vogler, Christopher,2020, The Writer's journey : mythic structure for writers, Michael Wiese, ISBN 0941188701 https://www.youtube.com/watch?v=vKQi3bBA1y8
9 Midterm
10 The message, the character, the conflict, the plot. Klaus Fog, Christian Budzt, Barış Yakaboylu, 2010, Branding Through Storytelling “Storytelling – Branding in Practice”, Springer, ISBN 978-3-662-50023-1
11 In class study on creating brand stories using the methodology of ‘Hero’s Journey In class study
12 In class study on creating brand stories using the methodology of ‘Hero’s Journey In class study
13 Presentations (Project) In class study
14 Presentations (Project) In class study
15 Semester Review
16 Semester Review
Course Notes/Textbooks

Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0
Suggested Readings/Materials
  • Klaus Fog, Christian Budzt, Barış Yakaboylu, 2010, Branding Through Storytelling “Storytelling – Branding in Practice”, Springer, ISBN 978-3-662-50023-1
  • Thury, Eva M., 2013, Introduction to mythology: contemporary approaches to classical and world myths, Oxford University Press, ISBN 978-0-19-985923-8
  • Vogler, Christopher,2020, The Writer's journey : mythic structure for writers, Michael Wiese, ISBN 0941188701
  • Zimand-Sheiner, D. (2024). Four Dimensions of Brand Storytelling: Framework for Managing and Analyzing Online Brand Stories. International Journal of Business Communication, 23294884241261362.

 

EVALUATION SYSTEM

Semester Activities Number Weighting
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
15
Presentation / Jury
2
20
Project
1
35
Seminar / Workshop
Oral Exam
Midterm
1
20
Final Exam
Total

Weighting of Semester Activities on the Final Grade
4
55
Weighting of End-of-Semester Activities on the Final Grade
2
45
Total

ECTS / WORKLOAD TABLE

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
3
5
15
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
10
Presentation / Jury
2
10
Project
1
25
Seminar / Workshop
Oral Exam
Midterms
1
10
Final Exams
    Total
128

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to critically discuss and interpret the theories, concepts and ideas that form the basis of the discipline of new media and communication.
2

To be able to critically interpret theoretical debates concerning the relations between the forms, agents, and factors that play a role in the field of new media and communication.
3

To have the fundamental knowledge and ability to use the technical equipment and software programs required by the new media production processes.
4

To be able to gather, scrutinize and scientifically investigate data in the processes of production and distribution.

5

To be able to use the acquired theoretical knowledge in practice.

6

To be able to take responsibility both individually and as a member of a group to develop solutions to problems encountered in the field of new media and communication.

7

To be informed about national, regional, and global issues and problems; to be able to generate problem-solving methods depending on the quality of evidence and research, and to acquire the ability to report the conclusions of those methods to the public.
8

To be able to critically discuss and draw on theories, concepts and ideas that form the basis of other disciplines complementing the field of new media and communication studies.

9

To be able to develop and use knowledge and skills towards personal and social goals in a lifelong process.
10

To be able to apply social, scientific and professional ethical values in the field of new media and communication.

11

To be able to collect datain the areas of new media and communication and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).

12

To be able to speak a second foreign language at a medium level of fluency efficiently.
13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest