CIVIL ENGINEERING | |||||
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) | Adequate knowledge in mathematics, science and civil engineering; the ability to use theoretical and practical knowledge in these areas in complex engineering problems. | |
2) | Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modeling methods for this purpose. | |
3) | Ability to design a complex system, process, structural and/or structural members to meet specific requirements under realistic constraints and conditions; ability to apply modern design methods for this purpose. | |
4) | Ability to develop, select and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in civil engineering applications; ability to use civil engineering technologies effectively. | |
5) | Ability to design, conduct experiments, collect data, analyze and interpret results for the study of complex engineering problems or civil engineering research topics. | |
6) | Ability to work effectively within and multi-disciplinary teams; individual study skills. | |
7) | Ability to communicate effectively in English and Turkish (if he/she is a Turkish citizen), both orally and in writing. | |
8) | Awareness of the necessity of lifelong learning; ability to access information to follow developments in civil engineering technology. | |
9) | To act in accordance with ethical principles, professional and ethical responsibility; having awareness of the importance of employee workplace health and safety. | |
10) | Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development. | |
11) | Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of civil engineering solutions. |