DIGITAL GAME DESIGN | |||||
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 | Fall 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) | Comprehend the conceptual importance of the game in the field of communication, ability to implement the player centered application to provide design. | |
2) | Analyze, synthesize, and evaluate information and ideas from various perspectives. | |
3) | Analyze the key elements that make up specific game genres, forms of interactions, mode of narratives and understand how they are employed effectively to create a successful game. | |
4) | Understand game design theories and methods as well as implement them during game development; to make enjoyable, attractive, instructional and immersive according to the target audience. | |
5) | Understand the technology and computational principles involved in developing games and master the use of game engines. | |
6) | Understand the process of creation and use of 2D and 3D assets and animation for video games. | |
7) | Understand and master the theories and methodologies of understanding and measuring player experience and utilize them during game development process. | |
8) | Comprehend and master how ideas, concepts and topics are conveyed via games followed by the utilization of these aspects during the development process. | |
9) | Manage the game design and development process employing complete documentation; following the full game production pipeline via documentation. | |
10) | Understand and employ the structure and work modes of game development teams; comprehend the responsibilities of team members and collaborations between them while utilizing this knowledge in practice. | |
11) | Understand the process of game publishing within industry standards besides development and utilize this knowledge practice. | |
12) | Pitching a video game to developers, publishers, and players; mastering the art of effectively communicating and marketing the features and commercial potential of new ideas, concepts or games. |