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) |
Using the theoretical/conceptual and practical knowledge acquired for architectural design, design activities and research. |
|
2) |
Identifying, defining and effectively discussing aesthetic, functional and structural requirements for solving design problems using critical thinking methods. |
|
3) |
Being aware of the diversity of social patterns and user needs, values and behavioral norms, which are important inputs in the formation of the built environment, at local, regional, national and international scales. |
|
4) |
Gaining knowledge and skills about architectural design methods that are focused on people and society, sensitive to natural and built environment in the field of architecture. |
|
5) |
Gaining skills to understand the relationship between architecture and other disciplines, to be able to cooperate, to develop comprehensive projects; to take responsibility in independent studies and group work. |
|
6) |
Giving importance to the protection of natural and cultural values in the design of the built environment by being aware of the responsibilities in terms of human rights and social interests. |
|
7) |
Giving importance to sustainability in the solution of design problems and the use of natural and artificial resources by considering the social, cultural and environmental issues of architecture. |
|
8) |
Being able to convey and communicate all kinds of conceptual and practical thoughts related to the field of architecture by using written, verbal and visual media and information technologies. |
|
9) |
Gaining the ability to understand and use technical information about building technology such as structural systems, building materials, building service systems, construction systems, life safety. |
|
10) |
Being aware of legal and ethical responsibilities in design and application processes. |
|