| 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 | DiscussionGroup WorkCase StudyQ&ALecture / 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;
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| 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 | |
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| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| 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 |
|
| 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 |
| 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 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able master and use fundamental phenomenological and applied physical laws and applications, | |||||
| 2 | To be able to identify the problems, analyze them and produce solutions based on scientific method, | |||||
| 3 | To be able to collect necessary knowledge, able to model and self-improve in almost any area where physics is applicable and able to criticize and reestablish his/her developed models and solutions, | |||||
| 4 | To be able to communicate his/her theoretical and technical knowledge both in detail to the experts and in a simple and understandable manner to the non-experts comfortably, | |||||
| 5 | To be familiar with software used in area of physics extensively and able to actively use at least one of the advanced level programs in European Computer Usage License, | |||||
| 6 | To be able to develop and apply projects in accordance with sensitivities of society and behave according to societies, scientific and ethical values in every stage of the project that he/she is part in, | |||||
| 7 | To be able to evaluate every all stages effectively bestowed with universal knowledge and consciousness and has the necessary consciousness in the subject of quality governance, | |||||
| 8 | To be able to master abstract ideas, to be able to connect with concreate events and carry out solutions, devising experiments and collecting data, to be able to analyze and comment the results, | |||||
| 9 | To be able to refresh his/her gained knowledge and capabilities lifelong, have the consciousness to learn in his/her whole life, | |||||
| 10 | To be able to conduct a study both solo and in a group, to be effective actively in every all stages of independent study, join in decision making stage, able to plan and conduct using time effectively. | |||||
| 11 | To be able to collect data in the areas of Physics and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). | |||||
| 12 | To be able to speak a second foreign 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
