PERFORMING ARTS
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:

Spring
Fall

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) They acquire theoretical, historical and aesthetic knowledge specific to their field by using methods and techniques related to performing arts (acting, dance, music, etc.).
2) They have knowledge about art culture and aesthetics and they provide the unity of theory and practice in their field.
3) They are aware of national and international values in performing arts.
4) Abstract and concrete concepts of performing arts; can transform it into creative thinking, innovative and original works.
5) They have the sensitivity to run a business successfully in their field.
6) Develops the ability to perceive, think, design and implement multidimensional from local to universal.
7) They have knowledge about the disciplines that the performing arts field is related to and can evaluate the interaction of the sub-disciplines within their field.
8) They develop the ability to perceive, design, and apply multidimensionality by having knowledge about artistic criticism methods.
9) They can share original works related to their field with the society and evaluate their results and question their own work by using critical methods.
10) They follow English language resources related to their field and can communicate with foreign colleagues in their field.
11) By becoming aware of national and international values in the field of performing arts, they can transform abstract and concrete concepts into creative thinking, innovative and original works.
12) They can produce original works within the framework of an interdisciplinary understanding of art.
13) Within the framework of the Performing Arts Program and the units within it, they become individuals who are equipped to take part in the universal platform in their field.
14) Within the Performing Arts Program, according to the field of study; have competent technical knowledge in the field of acting and musical theater.
15) They use information and communication technologies together with computer software that is at least at the Advanced Level of the European Computer Use License as required by the field.

Ders - Öğrenme Kazanımı İlişkisi

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

	Program Outcomes	Level of Contribution
1)	They acquire theoretical, historical and aesthetic knowledge specific to their field by using methods and techniques related to performing arts (acting, dance, music, etc.).	2
2)	They have knowledge about art culture and aesthetics and they provide the unity of theory and practice in their field.	2
3)	They are aware of national and international values in performing arts.	2
4)	Abstract and concrete concepts of performing arts; can transform it into creative thinking, innovative and original works.	1
5)	They have the sensitivity to run a business successfully in their field.	3
6)	Develops the ability to perceive, think, design and implement multidimensional from local to universal.	3
7)	They have knowledge about the disciplines that the performing arts field is related to and can evaluate the interaction of the sub-disciplines within their field.	2
8)	They develop the ability to perceive, design, and apply multidimensionality by having knowledge about artistic criticism methods.	3
9)	They can share original works related to their field with the society and evaluate their results and question their own work by using critical methods.	1
10)	They follow English language resources related to their field and can communicate with foreign colleagues in their field.	1
11)	By becoming aware of national and international values in the field of performing arts, they can transform abstract and concrete concepts into creative thinking, innovative and original works.	3
12)	They can produce original works within the framework of an interdisciplinary understanding of art.	2
13)	Within the framework of the Performing Arts Program and the units within it, they become individuals who are equipped to take part in the universal platform in their field.	3
14)	Within the Performing Arts Program, according to the field of study; have competent technical knowledge in the field of acting and musical theater.	2
15)	They use information and communication technologies together with computer software that is at least at the Advanced Level of the European Computer Use License as required by the field.	3

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