CIVIL ENGINEERING
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Ders Genel Tanıtım Bilgileri

Course Code:

ADV3615

Ders İsmi:

Storytelling in Advertising

Ders Yarıyılı:

Fall
Spring

Ders Kredileri:

Theoretical	Practical	Credit	ECTS
3	0	3	5

Language of instruction:

English

Ders Koşulu:

Ders İş Deneyimini Gerektiriyor mu?:

Type of course:

Non-Departmental Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Dr. Öğr. Üyesi GÜL ŞENER

Course Lecturer(s):

Course Assistants:

Dersin Amaç ve İçeriği

Course Objectives:

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.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Ders Akış Planı

Week	Subject	Related Preparation
1)	Orientation	• Meet-up • Syllabus Review • Course requirements
2)	Storytelling in advertising	Required readings from the course reader
3)	Storytelling and persuasion	Required readings from the course reader
4)	Understanding a story • Narrative Thinking	Required readings from the course reader
5)	Living a story: • Transportation Theory Homework assignment 1	Required readings from the course reader
6)	Basic elements of storytelling: 1- Message 2- Conflict 3- Characters 4- Plot	Required readings from the course reader
7)	Basic elements of storytelling: 1- Message 2- Conflict 3- Characters 4- Plot	Required readings from the course readerk.
8)	Midterm Exam
9)	Hero’s Journey in Narrative Advertising	Required readings from the course reader
10)	Inadequacy Marketing vs. Empowerment Marketing Homework 2	Required readings from the course reader
11)	Constructing a brand mythology • Sacred belief / brand worldview • Brand agent • Brand narrative • Brand culture
12)	Constructing a brand mythology • Sacred belief / brand worldview • Brand agent • Brand narrative • Brand culture
13)	Perceptual elements of a brand and brand mythology
14)	Cultural Branding and Holt’s Myth Market Approach
14)	When storytelling becomes dialogue - Letting the customers become part of the story - Convergence and interaction - Video storytelling and Youtube	Required readings from the course reader

Sources

Course Notes / Textbooks:

• Storytelling: Branding in Practice, Klaus Fog/Christian Budtz/Barış Yakaboylu
• How brands become icons by Douglas Holt (Publication in Turkish is available)
• Winning the story wars: Why those who tell - and live - the best stories will rule the future / Jonah Sachs (Publication in Turkish is available)
• The Hero with a thousand faces by Joseph Campbell (Publication in Turkish is available)

You can access these books in Bahçeşehir University Library.

References:

Supplementary readings will be provided.

Ders - Program Öğrenme Kazanım İlişkisi

Ders Öğrenme Kazanımları
Program Outcomes
1) Adequate knowledge in mathematics, science and civil engineering; the ability to use theoretical and practical knowledge in these areas in complex engineering problems.
2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modeling methods for this purpose.
3) Ability to design a complex system, process, structural and/or structural members to meet specific requirements under realistic constraints and conditions; ability to apply modern design methods for this purpose.
4) Ability to develop, select and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in civil engineering applications; ability to use civil engineering technologies effectively.
5) Ability to design, conduct experiments, collect data, analyze and interpret results for the study of complex engineering problems or civil engineering research topics.
6) Ability to work effectively within and multi-disciplinary teams; individual study skills.
7) Ability to communicate effectively in English and Turkish (if he/she is a Turkish citizen), both orally and in writing.
8) Awareness of the necessity of lifelong learning; ability to access information to follow developments in civil engineering technology.
9) To act in accordance with ethical principles, professional and ethical responsibility; having awareness of the importance of employee workplace health and safety.
10) Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development.
11) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of civil engineering solutions.

Ders - Öğrenme Kazanımı İlişkisi

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Adequate knowledge in mathematics, science and civil engineering; the ability to use theoretical and practical knowledge in these areas in complex engineering problems.
2)	Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modeling methods for this purpose.
3)	Ability to design a complex system, process, structural and/or structural members to meet specific requirements under realistic constraints and conditions; ability to apply modern design methods for this purpose.
4)	Ability to develop, select and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in civil engineering applications; ability to use civil engineering technologies effectively.
5)	Ability to design, conduct experiments, collect data, analyze and interpret results for the study of complex engineering problems or civil engineering research topics.
6)	Ability to work effectively within and multi-disciplinary teams; individual study skills.
7)	Ability to communicate effectively in English and Turkish (if he/she is a Turkish citizen), both orally and in writing.
8)	Awareness of the necessity of lifelong learning; ability to access information to follow developments in civil engineering technology.
9)	To act in accordance with ethical principles, professional and ethical responsibility; having awareness of the importance of employee workplace health and safety.
10)	Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development.
11)	Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of civil engineering solutions.

Öğrenme Etkinliği ve Öğretme Yöntemleri

Ölçme ve Değerlendirme Yöntemleri ve Kriterleri

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	2	% 30
Midterms	1	% 30
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
Total		% 100

İş Yükü ve AKTS Kredisi Hesaplaması

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Study Hours Out of Class	13	6	78
Homework Assignments	2	3	6
Midterms	1	3	3
Final	1	3	3
Total Workload			129