POLITICAL SCIENCE AND INTERNATIONAL RELATIONS | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ADV3615 | Storytelling in Advertising | Spring | 3 | 0 | 3 | 5 |
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
Language of instruction: | English |
Type of course: | Non-Departmental Elective |
Course Level: | Bachelor’s Degree (First Cycle) |
Mode of Delivery: | Face to face |
Course Coordinator : | Dr. Öğr. Üyesi GÜL ŞENER |
Course Lecturer(s): |
Dr. Öğr. Üyesi GÜL ŞENER Instructor NEŞE MESUTOĞLU KIRIM |
Recommended Optional Program Components: | None |
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. |
The students who have succeeded in this course; Upon the completion of this course, students will be able to: 1. Develop a basic understanding of the role storytelling plays in reaching key target consumers to communicate brands' worldview and values; 2. Identify key mechanisms through which storytelling help brands to develop effective communication campaigns, 3. Develop competencies in understanding the main components of storytelling and how they apply to advertising; 4. Explain how brand mythologies are developed; 5. Identify the processes cultural branding involves and the ways through which culturally powerful brand myths are created. |
This course involves the practice of storytelling in terms of brand building. |
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 |
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. |
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 |
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 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | Grasp basic theoretical and conceptual knowledge about the field and relations between them at the level of practice. | |
2) | Possess basic knowledge about the causes and effects of political transformations in societies. | |
3) | Possess knowledge about quantitative, qualitative and mixed research methods in social and behavioral sciences. | |
4) | Recognize historical patterns while evaluating contemporary political and social developments. | |
5) | Demonstrate interdisciplinary and critical approach while analyzing, synthesizing and forecasting domestic and foreign policy. | |
6) | Conduct studies in the field professionally, both independently or as a team member. | |
7) | Possess consciousness about lifelong learning based on Research & Development. | |
8) | Communicate with peers both orally and in writing, by using a foreign language at least at a level of European Language Portfolio B1 General Level and the necessary informatics and communication technologies. | |
9) | Apply field-related knowledge and competences into career advancement, projects for sustainable development goals, and social responsibility initiatives. | |
10) | Possess the habit to monitor domestic and foreign policy agenda as well as international developments. | |
11) | Possess competence to interpret the new political actors, theories and concepts in a global era. | |
12) | Evaluate the legal and ethical implications of advanced technologies on politics. |