ADVERTISING
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
ADV4641	Transmedia Storytelling	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:	Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Assoc. Prof. GÜL ŞENER
Course Lecturer(s):	Assoc. Prof. GÜL ŞENER
Course Objectives:	Today’s marketscape has become pervaded by multiple media contents available on multiple media platforms, accessed through multiple media devices. Such transformation created a shift in the way consumers and brands interact. The main objective of this course is to examine the working dynamics of transmedia storytelling within the context of building a consistent brand narrative and seamless brand experience.

Learning Outcomes

The students who have succeeded in this course;
Upon completion of this course, students will be able,
1) to explain the main components of transmedia storytelling.
2) to develop a strategic perspective on how brands implements transmedia storytelling principles in their marketing communications.
3) to explain best brand practices where a single brand story is told consistently through various traditional and digital channels.
4) to develop capabilities in terms of designing and sharing effective brand narratives and creating engagement.
5) to gain an understanding on how brands can develop impactful transmedia strategies.
6) to learn about how trandsmedia storytelling becomes instrumental in other areas other than advertisements (e.g. entertainment, game, social change).

Course Content

Brands, Brand Communication, Transmedia, Brand Stories

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Orientation
2)	Basics of strategic story creation in contemporary marketing
3)	Brands as modern storytellers and culture shapers
4)	Transformatory power of media convergence on brand communications
5)	Transmedia storytelling as a brand strategy
6)	Understanding transmedia story experience in prosumers' era
7)	Fundamentals of brand stories: Character, message, storyline, conflict
8)	Midterm
9)	Fundamentals of brand stories: Character, message, storyline, conflict
10)	The Hero's Transmedial Journey (Quiz)
11)	Brand myths in Transmedia Era: Brand's worldview, Brand representative, Story and Brand culture
12)	Brand myths in Transmedia Era: Brand's worldview, Brand representative, Story and Brand culture
13)	Transmedia storytelling with brand cases
14)	Transmedia branding in the digital world through the eyes of the industry: Guest Speaker

Sources

Course Notes / Textbooks:
References:	H. Jenkins ( 2006). "Convergence culture: Where old and new media collide", New York University Press

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Quizzes	1	% 10
Midterms	1	% 30
Final	1	% 60
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Study Hours Out of Class	14	6	84
Quizzes	1	2	2
Midterms	1	3	3
Final	1	3	3
Total Workload			131

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 prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	3
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	3
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	3
4)	To be able to follow and interpret innovations in the field of advertising	2
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	2
6)	To address and solve the needs and problems of the field through the developed scientific perspective	3
7)	To recognize and understand all the dynamics within the field of advertising	3
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	3