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) |
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. |
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