BY132 Storytelling in Advertising

4 ECTS - 2-0 Duration (T+A)- 2. Semester- 2 National Credit

Information

Code BY132
Name Storytelling in Advertising
Term 2024-2025 Academic Year
Semester 2. Semester
Duration (T+A) 2-0 (T-A) (17 Week)
ECTS 4 ECTS
National Credit 2 National Credit
Teaching Language Türkçe
Level Belirsiz
Type Normal
Mode of study Yüz Yüze Öğretim
Catalog Information Coordinator Öğr. Gör. BİRSEN DAĞLI
Course Instructor
1


Course Goal / Objective

No brand in today's markeplace can survive without a resonating story to tell to its consumers. Succesful stories communicate the underlying value of brands in a meaningful, emotional and compelling way. The main objective of this course is to examine the relationship between branding and storytelling and to provide students with the fundamentals of storytelling in advertising with a strategic approach.

Course Content

This course involves the practice of storytelling in terms of brand building.

Course Precondition

none

Resources

Storytelling: Branding in Practice, Klaus Fog/Christian Budtz/Barış Yakaboylu

Notes

How brands become icons by Douglas Holt


Course Learning Outcomes

Order Course Learning Outcomes
LO01 Understands the importance of storytelling in reaching target consumers for brands.
LO02 Helps brands develop effective communication campaigns.
LO03 Recognize the main components of storytelling.
LO04 Develops skills in understanding how to apply storytelling to advertising.
LO05 Explains how brand mythologies are developed.
LO06 Recognize the processes involved in cultural branding.
LO07 It defines ways to create culturally strong brands.
LO08 Develops a basic understanding of the role storytelling plays.


Relation with Program Learning Outcome

Order Type Program Learning Outcomes Level
PLO01 Bilgi - Kuramsal, Olgusal Office Administration and Executive Assistantship explains the basic knowledge and concepts related to and the Secretariat, and will have this information.
PLO02 Bilgi - Kuramsal, Olgusal Office Administration and explains related to knows problem solving methods and techniques
PLO03 Beceriler - Bilişsel, Uygulamalı Office Administration and Executive Assistantship makes the application together with the basic knowledge and concepts in the field .
PLO04 Beceriler - Bilişsel, Uygulamalı Office Administration and Executive Assistantship to the theoretical and practical knowledge gained in the field has the ability to use.
PLO05 Beceriler - Bilişsel, Uygulamalı Explain and evaluate the basic knowledge and concepts about Office Management and Executive Assistantship.
PLO06 Yetkinlikler - Öğrenme Yetkinliği Identifies problems by using basic knowledge and skills in their field. 2
PLO07 Yetkinlikler - Alana Özgü Yetkinlik Analyze problems and develop solutions in the area. 5
PLO08 Bilgi - Kuramsal, Olgusal Office Administration and Executive Assistantship of the designs and applications of AST, explain them as necessary.
PLO09 Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği In the framework given at the basic level, you can function and take responsibility independently of the issues related to the field given to you.
PLO10 Yetkinlikler - İletişim ve Sosyal Yetkinlik Basic skills and knowledge of the area should be able to transfer effectively through written and oral communication. 5
PLO11 Yetkinlikler - Öğrenme Yetkinliği Knowledge and skills to critically evaluate own learning and identify needs.
PLO12 Yetkinlikler - Alana Özgü Yetkinlik By following the developments on the field of the profession,may point to a more advanced level.
PLO13 Yetkinlikler - İletişim ve Sosyal Yetkinlik A1-A2-level Foreign Language(English) knows,can communicate in the foreign language relevant to the profession
PLO14 Yetkinlikler - İletişim ve Sosyal Yetkinlik Basic computer operating systems,Office applications, and knows how to use the keyboard.
PLO15 Yetkinlikler - İletişim ve Sosyal Yetkinlik In accordance with the rules of Turkish language,written and oral communication effectively may establish.
PLO16 Bilgi - Kuramsal, Olgusal Have sufficient awareness about Ataturk´s principles and revolutions.
PLO17 Beceriler - Bilişsel, Uygulamalı Professional, ethical, scientific and social values
PLO18 Yetkinlikler - Alana Özgü Yetkinlik Global and social values within the framework of occupational health,safety and environmental is aware of the value.


Week Plan

Week Topic Preparation Methods
1 To explain the general requirements regarding the operation of the course Meeting and talking Öğretim Yöntemleri:
Anlatım
2 Storytelling in advertising Required readings from the course reader Öğretim Yöntemleri:
Anlatım, Soru-Cevap
3 Storytelling and persuasion Required readings from the course reader Öğretim Yöntemleri:
Anlatım, Alıştırma ve Uygulama
4 Understanding a story ,Narrative Thinking Required readings from the course reader Öğretim Yöntemleri:
Anlatım, Alıştırma ve Uygulama
5 Living a story Required readings from the course reader Öğretim Yöntemleri:
Alıştırma ve Uygulama
6 Basic elements of storytelling Required readings from the course reader Öğretim Yöntemleri:
Anlatım, Alıştırma ve Uygulama
7 Message,Conflict, Characters, telling the theme elements Required readings from the course reader Öğretim Yöntemleri:
Anlatım, Benzetim
8 Mid-Term Exam preparing from the textbook Ölçme Yöntemleri:
Yazılı Sınav
9 Hero’s Journey in Narrative Advertising Required readings from the course readerk. Öğretim Yöntemleri:
Anlatım, Alıştırma ve Uygulama
10 Inadequacy Marketing vs. Empowerment Marketing Required readings from the course reader Öğretim Yöntemleri:
Anlatım, Alıştırma ve Uygulama
11 Constructing a brand mythology Required readings from the course readerk Öğretim Yöntemleri:
Anlatım, Alıştırma ve Uygulama
12 Perceptual elements of a brand and brand mythology Required readings from the course reader Öğretim Yöntemleri:
Anlatım, Alıştırma ve Uygulama
13 Brand narrative , Brand culture Required readings from the course reader Öğretim Yöntemleri:
Anlatım, Tartışma
14 Cultural Branding and Holt’s Myth Market Approach Required readings from the course reader Öğretim Yöntemleri:
Anlatım, Alıştırma ve Uygulama
15 Letting the customers become part of the story - Convergence and interaction case study Öğretim Yöntemleri:
Alıştırma ve Uygulama, Örnek Olay
16 Term Exams preparing from the textbook Ölçme Yöntemleri:
Yazılı Sınav
17 Term Exams preparing from the textbook Ölçme Yöntemleri:
Yazılı Sınav


Student Workload - ECTS

Works Number Time (Hour) Workload (Hour)
Course Related Works
Class Time (Exam weeks are excluded) 14 2 28
Out of Class Study (Preliminary Work, Practice) 10 3 30
Assesment Related Works
Homeworks, Projects, Others 0 0 0
Mid-term Exams (Written, Oral, etc.) 1 15 15
Final Exam 1 15 15
Total Workload (Hour) 88
Total Workload / 25 (h) 3,52
ECTS 4 ECTS

Update Time: 09.05.2024 11:59