INTERNATIONAL FINANCE | |||||
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 Fall |
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) | To correctly identify the problems and to be able to ask the correct questions | 2 |
2) | To have the ability for problem solving and to utilize analytical approach in dealing with the problems of finance | 1 |
3) | To understand and grasp the full details of theoretical arguments and counter arguments | 2 |
4) | To be fully prepared for a graduate study in finance and to have lifelong learning awareness | 2 |
5) | To be able to apply theoretical principles of finance to the realities of practical business life | 1 |
6) | To develop solutions for managerial problems by understanding the requirements of international financial markets | 2 |
7) | To think innovatively and creatively in complex situations | 3 |
8) | To be able to make decisions both locally and internationally by knowing the effects of globalization on business and social life | 2 |
9) | To have the competencies of the digital age and to use the necessary financial applications | 2 |
10) | To be able to use at least one foreign language both for communication and academic purposes | 1 |
11) | To understand the importance of business ethics and to take decisions by knowing the legal and ethical consequences of their activities in the academic world and business life | 2 |
12) | To develop an objective criticism in business and academic life and having a perspective to self-criticize | 2 |