ADV3615 Storytelling in AdvertisingBahçeşehir UniversityDegree Programs SPEECH AND LANGUAGE THERAPYGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
SPEECH AND LANGUAGE THERAPY
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 Spring 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) To use theoretic and methodological approach, evidence-based principles and scientific literature in Speech and Language Therapy field systematically for practice.
2) To have theoretic and practical knowledge for individual's, family's and the community's health promotion and protection.
3) To use information and health technologies in practice and research in the field of Speech and Language Therapy.
4) To communicate effectively with advisee, colleagues for effective professional relationships.
5) To be able to monitor occupational information using at least one foreign language, to collaborate and communicate with colleagues at international level.
6) To use life-long learning, problem-solving and critical thinking skills.
7) To act in accordance with ethical principles and values in professional practice.
8) To take part in research, projects and activities within sense of social responsibility and interdisciplinary approach.
9) To be able to search for literature in health sciences databases and information sources to access to information and use the information effectively.
10) To take responsibility and participate in the processes actively for training of other therapist, education of health professionals and individuals about speech and languege therapy.
11) To carry out speech and languge therapy practices considering cultural differences and different health needs of different groups in the community.