FACULTY OF COMMUNICATION
Department of New Media and Communication
GEHU 301 | Course Introduction and Application Information
| Course Name |
Storytelling in Brand Communication
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|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
GEHU 301
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Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
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| Course Language | ||||||
| Course Type |
Second Foreign Language
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| Course Level |
-
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| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | - | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The aim of this course is to provide advertising and PR students to learn the importance, benefits and current applications of classic and modern storytelling in brand communication and brand management, and providing them to apply these methods in creative works. |
| Learning Outcomes |
The students who succeeded in this course;
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| Course Description | In this course, students are introduced to creative writing techniques, story types and techniques, the importance of story types and techniques in brand communication, brand management, advertising and PR and current uses of branches of stroytelling techniques and apllications. |
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Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Gather by the fire: Roots & relations of storytelling & branding - From prehistorical tribes to an astranaut named L. Armstrong | Part I – Branding Through Storytelling “Storytelling – Branding in Practice” – Klaus Fog, Christian Budzt, Barış Yakaboylu |
| 2 | Dungeons, Dragons & Knights: The message, the character, the conflict, the plot: AKA How to steal the heart of your audience like a prince in shining armor | Part II - Four Elements of Storytelling “Storytelling – Branding in Practice” – Klaus Fog, Christian Budzt, Barış Yakaboylu |
| 3 | Hero’s Journey: The Quest of Success Plotting a differentiating story AKA When you gaze into the abyss, lots of brands look back at you | A Practical Guide to Campbell’s “Hero’s Journey” http://www.thewritersjourney.com/hero's_journey.htm |
| 4 | The Heming-way: Coding the message for the eye & the ear AKA Being brutally honest in writing | “The World’s Language of Persuation” bölümü, “The Invisible Grail” – John Simmons “For Whom the Bells Toll” – E. Hemingway |
| 5 | The Bonnie Situation: Formulating “character” of a brand AKA Stray bullets kill people, bad mottos kill brands | “The World’s Language of Persuation” sequence “The Invisible Grail” – John Simmons “The Bonnie Situation” sequence, “Pulp Fiction” – Quentin Tarantino |
| 6 | Engineered Creativity Wordsmithing & storycrafting with a style AKA Being a professional manipulator & being nice about it | “10 Steps to Start Your Concent Marketing” Robert Rose |
| 7 | The Comic Toolbox Do leaders write or read AKA Getting that punchline right in the face | “The Rule of Nine” ve “The Comedy Throughline” bölümleri, “The Comic Toolbox: How to Be Funny Even When You Are Not” John Warhaus |
| 8 | Myths & Business Creating a hype for marketing purposes AKA Story-selling: Transmedia storytelling | “Transmedia Storytelling 101 Handout” – Henry Jenkins Star Wars and Disneyland case studies |
| 9 | What If? (1) Test your writing skills in this workshop | |
| 10 | A Digitally Aged Cheese That Smells Preparing yourself to write online AKA Using digital media with or without proper technique & suffering the consequences | İnci Sözlük & Ekşi Sözlük case studies |
| 11 | What If? (2) Test your digital writing skills in this workshop | |
| 12 | My Name is Mahir. Ins & outs of corporate communication & writing for business AKA You style is the brand. Sell it first. | Part 1, “Moby Dick” – Herman Melville Internet Mahir case study and Herman Melville. |
| 13 | Poet Cemetery: Post mortem evalution & strategy building for future AKA A graveyard exercise for branding professionals | Ginger case study |
| 14 | Everyone plays! Doing target & market analysis for online audience & building a game concept / conflict that sells big time AKA What does 21st century brain think? Digitally Remastered I Present your digital writing skills in class & let us roast you down | part 1, “The Design of Episodic Games Blog” – Pascal Luban Defiance & Pokemon Go case studies |
| 15 | Review of the Semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | “You Are Getting Old” Y&R Research for Europe Demographics “10 Steps to Start Your Concent Marketing” Robert Rose |
| Suggested Readings/Materials | “Story” Robert McKee “The Comic Toolbox” John Warhaus “On Writing” Stephen King “Storytelling – Branding in Practice” Klaus Fog, Christian Budzt, Barış Yakaboylu |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
20
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
10
|
| Presentation / Jury |
2
|
10
|
| Project |
4
|
60
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | ||
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
10
|
2
|
20
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
15
|
0
|
|
| Presentation / Jury |
2
|
10
|
20
|
| Project |
1
|
14
|
14
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
0
|
||
| Final Exam |
0
|
||
| Total |
102
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
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| 1 | To be able to critically discuss and interpret the theories, concepts and ideas that form the basis of the discipline of new media and communication. |
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| 2 | To be able to critically interpret theoretical debates concerning the relations between the forms, agents, and factors that play a role in the field of new media and communication. |
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| 3 | To have the fundamental knowledge and ability to use the technical equipment and software programs required by the new media production processes. |
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| 4 | To be able to gather, scrutinize and scientifically investigate data in the processes of production and distribution. |
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| 5 | To be able to use the acquired theoretical knowledge in practice. |
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| 6 | To be able to take responsibility both individually and as a member of a group to develop solutions to problems encountered in the field of new media and communication. |
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| 7 | To be informed about national, regional, and global issues and problems; to be able to generate problem-solving methods depending on the quality of evidence and research, and to acquire the ability to report the conclusions of those methods to the public. |
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| 8 | To be able to critically discuss and draw on theories, concepts and ideas that form the basis of other disciplines complementing the field of new media and communication studies. |
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| 9 | To be able to develop and use knowledge and skills towards personal and social goals in a lifelong process. |
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| 10 | To be able to apply social, scientific and professional ethical values in the field of new media and communication. |
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| 11 | To be able to collect datain the areas of new media and communication and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). |
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| 12 | To be able to speak a second foreign language at a medium level of fluency efficiently. |
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| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
NEWS |ALL NEWS
‘Media’ Summit at Izmir University of Economics
International Press Institute (IPI) organized a symposium on ‘Economy and Financial Sustainability of Media’ hosted by Izmir University of Economics (IUE).
Received a special invitation from the USA for the Italian director's documentary
Dr. Alper Gedik, Lecturer at Department of New Media and Communication, Izmir University of Economics (IUE), went to the USA to introduce
Laura Aymerich-Franch visited our department
Laura Aymerich-Franch who is currently a senior research fellow at Pompeu Fabra University (Barcelona) was a visiting scholar in the Department of
Women and the Media in the Middle East
Assoc. Prof. Dr. Nahed Eltantawy, who will be visiting the Media and Communication Department as a part of the Fulbright Specialist Program,
A Partnership Agreement between the Department of Media and Communication and Izmir Journalists Association
“Local Media in Izmir”, a panel organized by the Department of Media and Communication, Izmir University of Economics, was held on Thursday
YAYINCILIKTA TELİF HAKLARI İEÜ’DE TARTIŞILDI
İzmir Ekonomi Üniversitesi, “Radyo Televizyon Yayıncılığı ve Telif” konferans ve sergisine ev sahipliği yaptı. İEU İletişim Fakültesi Dekanı Prof. Dr. Ebru Uzunoğlu’nun
