SOFTWARE ENGINEERING
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:	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.

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)	Be able to specify functional and non-functional attributes of software projects, processes and products.
2)	Be able to design software architecture, components, interfaces and subcomponents of a system for complex engineering problems.
3)	Be able to develop a complex software system with in terms of code development, verification, testing and debugging.
4)	Be able to verify software by testing its program behavior through expected results for a complex engineering problem.
5)	Be able to maintain a complex software system due to working environment changes, new user demands and software errors that occur during operation.
6)	Be able to monitor and control changes in the complex software system, to integrate the software with other systems, and to plan and manage new releases systematically.
7)	Be able to identify, evaluate, measure, manage and apply complex software system life cycle processes in software development by working within and interdisciplinary teams.
8)	Be able to use various tools and methods to collect software requirements, design, develop, test and maintain software under realistic constraints and conditions in complex engineering problems.
9)	Be able to define basic quality metrics, apply software life cycle processes, measure software quality, identify quality model characteristics, apply standards and be able to use them to analyze, design, develop, verify and test complex software system.
10)	Be able to gain technical information about other disciplines such as sustainable development that have common boundaries with software engineering such as mathematics, science, computer engineering, industrial engineering, systems engineering, economics, management and be able to create innovative ideas in entrepreneurship activities.
11)	Be able to grasp software engineering culture and concept of ethics and have the basic information of applying them in the software engineering and learn and successfully apply necessary technical skills through professional life.
12)	Be able to write active reports using foreign languages and Turkish, understand written reports, prepare design and production reports, make effective presentations, give clear and understandable instructions.
13)	Be able to have knowledge about the effects of engineering applications on health, environment and security in universal and societal dimensions and the problems of engineering in the era and the legal consequences of engineering solutions.