OPERATING ROOM SERVICES (TURKISH)
Associate TR-NQF-HE: Level 5 QF-EHEA: Short Cycle EQF-LLL: Level 5

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: Associate (Short 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) The use of theoretical knowledge in practice
2) Effective use the terminology of the field
3) Behave according to basic professional legislation related the field
4) Use information and communication technology, express professional knowledge through written and verbal/non-verbal communication
5) Express the social, scientific, cultural and ethical values of professional
6) Behave according to quality management and processes and participate in these processes
7) Develop themselves personally and professionally updating knowledge, skills and competencies of the field with lifelong learning awareness
8) Use basic level knowledge and skills related the field, interpret and evaluate the data, identify potential problems and solve them
9) Implement techniques according to developing technology and use new tools and devices
10) The ability to prepare the operating room for surgery
11) The ability to admit the patient into the operating room and to provide assistance for post - operational transport
12) The ability to have theoretical and practical knowledge related to the field at a basic level