BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| ADVERTISING | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
Course Introduction and Application Information
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV3615 | Storytelling in Advertising | Fall | 3 | 0 | 3 | 5 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
Basic information
| Language of instruction: | English |
| Type of course: | Departmental Elective |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Assoc. Prof. GÜL ŞENER |
| Course Lecturer(s): |
Assoc. Prof. 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. |
Learning Outcomes
|
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. |
Course Content
| This course involves the practice of storytelling in terms of brand building. |
Weekly Detailed Course Contents
| 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. |
Evaluation System
| 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 | |
ECTS / Workload Table
| 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 | ||
Contribution of Learning Outcomes to Programme Outcomes
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media | 3 |
| 2) | To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management | 3 |
| 3) | To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising | 3 |
| 4) | To be able to follow and interpret innovations in the field of advertising | 3 |
| 5) | To demonstrate a scientific perspective in line with the topics they are curious about in the field. | 4 |
| 6) | To address and solve the needs and problems of the field through the developed scientific perspective | 3 |
| 7) | To recognize and understand all the dynamics within the field of advertising | 3 |
| 8) | To analyze and develop solutions to problems encountered in the practical field of advertising | 2 |