| 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) |
- Possess advanced level theoretical and practical knowledge supported by textbooks with updated information, practice equipments and other resources.
|
|
| 2) |
Use of advanced theoretical and practical knowledge within the field.
-Interpret and evaluate data, define and analyze problems, develop solutions based on research and proofs by using acquired advanced knowledge and skills within the field. |
|
| 3) |
Inform people and institutions, transfer ideas and solution proposals to problems in written and orally on issues in the field.
- Share the ideas and solution proposals to problems on issues in the field with professionals and non-professionals by the support of qualitative and quantitative data.
-Organize and implement project and activities for social environment with a sense of social responsibility.
-Monitor the developments in the field and communicate with peers by using a foreign language at least at a level of European Language Portfolio B1 General Level.
-Use informatics and communication technologies with at least a minimum level of European Computer Driving License Advanced Level software knowledge. |
|
| 4) |
Evaluate the knowledge and skills acquired at an advanced level in the field with a critical approach.
-Determine learning needs and direct the learning.
-Develop positive attitude towards lifelong learning. |
|
| 5) |
Act in accordance with social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field.
- Possess sufficient consciousness about the issues of universality of social rights, social justice, quality, cultural values and also, environmental protection, worker's health and security. |
|
| 6) |
Conduct studies at an advanced level in the field independently.
- Take responsibility both as a team member and individually in order to solve unexpected complex problems faced within the implementations in the field.
- Planning and managing activities towards the development of subordinates in the framework of a project |
|