| 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 |
| |
Program Outcomes |
Level of Contribution |
| 1) |
To be able to critically interpret and discuss the theories, the concepts, the traditions, and the developments in the history of thought which are fundamental for the field of new media, journalism and communication. |
|
| 2) |
To be able to attain written, oral and visual knowledge about technical equipment and software used in the process of news and the content production in new media, and to be able to acquire effective abilities to use them on a professional level. |
|
| 3) |
To be able to get information about the institutional agents and generally about the sector operating in the field of new media, journalism and communication, and to be able to critically evaluate them. |
|
| 4) |
To be able to comprehend the reactions of the readers, the listeners, the audiences and the users to the changing roles of media environments, and to be able to provide and circulate an original contents for them and to predict future trends. |
|
| 5) |
To be able to apprehend the basic theories, the concepts and the thoughts related to neighbouring fields of new media and journalism in a critical manner. |
|
| 6) |
To be able to grasp global and technological changes in the field of communication, and the relations due to with their effects on the local agents. |
|
| 7) |
To be able to develop skills on gathering necessary data by using scientific methods, analyzing and circulating them in order to produce content. |
|
| 8) |
To be able to develop acquired knowledge, skills and competence upon social aims by being legally and ethically responsible for a lifetime, and to be able to use them in order to provide social benefit. |
|
| 9) |
To be able to operate collaborative projects with national/international colleagues in the field of new media, journalism and communication. |
|
| 10) |
To be able to improve skills on creating works in various formats and which are qualified to be published on the prestigious national and international channels. |
|
BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
