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) |
To have the ability to understand the basic concepts of Banking and Insurance and to be able to use them effectively in business. |
|
2) |
To have the ability to work individually or in a team when needed on matters related to his/her profession and to follow and apply the developments in his/her sector. |
|
3) |
To be equipped with the necessary knowledge to carry out the legal responsibilities and to follow the related regulations in their sector. |
|
4) |
To understand the importance of banking and insurance from the point of the state’s economy and enterprises and to express this importance properly. |
|
5) |
To be able to use the computer as well as the profession requires and to be able to do work, accumulate knowledge and to use this knowledge relevantly and effectively. |
|
6) |
To make them gain the ability to find practical solutions for the problems of daily commercial activities and to take correct decisions. |
|
7) |
To be able to take responsibilities in banking and insurance sector and more generally in the finance sector and to be qualified to start his/her own business after the legal requirements have been met. |
|
8) |
To have the competency to carry out the accountancy related to banking and insurance. |
|
9) |
To have the competency to build effective customer relations and to have effective communication and persuasion skills. |
|
10) |
To be able to determine the accumulated knowledge druring the education in line with the cause and effect relations and to be able to have the necessary professional qualifications to know where, when and how to use his/her knowledge. |
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