TÜRKÇE
ENGLISH
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 | ||