TÜRKÇE
ENGLISH
Information
| Code | BY132 |
| Name | Storytelling in Advertising |
| Term | 2024-2025 Academic Year |
| Semester | 2. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Belirsiz |
| Type | Normal |
| Label | E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Öğr. Gör. BİRSEN DAĞLI |
| Course Instructor |
Öğr. Gör. BİRSEN DAĞLI
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
To examine the relationship between branding and storytelling and to give students the basics of storytelling in advertising with a strategic approach.
Course Content
Practice of creating stories, brand building, involving the consumer in the story traditional storytelling, narrative studies, digital storytelling
Course Precondition
none
Resources
Storytelling: Branding in Practice, Klaus Fog/Christian Budtz/Barış Yakaboylu
Notes
How brands become icons by Douglas Holt
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explains the importance of storytelling in reaching target consumers for brands. |
| LO02 | Helps brands develop effective communication campaigns. |
| LO03 | Explains the main components of storytelling. |
| LO04 | Develops skills in understanding how to apply storytelling to advertising. |
| LO05 | Explains how brand mythologies are developed. |
| LO06 | Defines the processes involved in cultural branding. |
| LO07 | It defines ways to create culturally strong brands. |
| LO08 | Develops a basic understanding of the role storytelling plays. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Office Administration and Executive Assistantship explains the basic knowledge and concepts related to and the Secretariat, and will have this information. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Office Administration and explains related to knows problem solving methods and techniques | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Office Administration and Executive Assistantship makes the application together with the basic knowledge and concepts in the field . | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Office Administration and Executive Assistantship to the theoretical and practical knowledge gained in the field has the ability to use. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Explain and evaluate the basic knowledge and concepts about Office Management and Executive Assistantship. | |
| PLO06 | Yetkinlikler - Öğrenme Yetkinliği | Identifies problems by using basic knowledge and skills in their field. | 2 |
| PLO07 | Yetkinlikler - Alana Özgü Yetkinlik | Analyze problems and develop solutions in the area. | 5 |
| PLO08 | Bilgi - Kuramsal, Olgusal | Office Administration and Executive Assistantship of the designs and applications of AST, explain them as necessary. | |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | In the framework given at the basic level, you can function and take responsibility independently of the issues related to the field given to you. | |
| PLO10 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Basic skills and knowledge of the area should be able to transfer effectively through written and oral communication. | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Knowledge and skills to critically evaluate own learning and identify needs. | |
| PLO12 | Yetkinlikler - Alana Özgü Yetkinlik | By following the developments on the field of the profession,may point to a more advanced level. | |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | A1-A2-level Foreign Language(English) knows,can communicate in the foreign language relevant to the profession | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Basic computer operating systems,Office applications, and knows how to use the keyboard. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | In accordance with the rules of Turkish language,written and oral communication effectively may establish. | |
| PLO16 | Bilgi - Kuramsal, Olgusal | Have sufficient awareness about Ataturk´s principles and revolutions. | |
| PLO17 | Beceriler - Bilişsel, Uygulamalı | Professional, ethical, scientific and social values | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Global and social values within the framework of occupational health,safety and environmental is aware of the value. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | To explain the general requirements regarding the operation of the course | Introducing course materials | Öğretim Yöntemleri: Anlatım |
| 2 | Storytelling in advertising | Required readings from the course reader | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Storytelling and persuasion | Required readings from the course reader | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 4 | Understanding a story ,Narrative Thinking | Required readings from the course reader | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 5 | Living a story | Required readings from the course reader | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 6 | Basic elements of storytelling | Required readings from the course reader | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 7 | Message,Conflict, Characters, telling the theme elements | Required readings from the course reader | Öğretim Yöntemleri: Anlatım, Benzetim |
| 8 | Mid-Term Exam | preparing from the textbook | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Hero’s Journey in Narrative Advertising | Required readings from the course readerk. | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 10 | Inadequacy Marketing vs. Empowerment Marketing | Required readings from the course reader | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 11 | Constructing a brand mythology | Required readings from the course readerk | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 12 | Perceptual elements of a brand and brand mythology | Required readings from the course reader | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 13 | Brand narrative , Brand culture | Required readings from the course reader | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Cultural Branding and Holt’s Myth Market Approach | Required readings from the course reader | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 15 | Letting the customers become part of the story - Convergence and interaction | case study | Öğretim Yöntemleri: Alıştırma ve Uygulama, Örnek Olay |
| 16 | Term Exams | preparing from the textbook | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | preparing from the textbook | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 10 | 3 | 30 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 15 | 15 |
| Final Exam | 1 | 15 | 15 |
| Total Workload (Hour) | 88 | ||
| Total Workload / 25 (h) | 3,52 | ||
| ECTS | 4 ECTS | ||