Syllabus - Department of Industrial Design | İzmir University of Economics

FACULTY OF FINE ARTS AND DESIGN

Department of Industrial Design

GEHU 301 | Course Introduction and Application Information

Course Name
Storytelling in Brand Communication
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
GEHU 301
Fall/Spring
3
0
3
5

Prerequisites
None
Course Language
Course Type
Second Foreign Language
Course Level
-
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;
  • apply storytelling techniques in brand communication and brand management
  • create advertisement idea and advertisement campaign with storytelling techniques
  • participate in other communication projects which use storytelling techniques
  • use the storytelling techniques for creating a personal communications network, internal correspondences, business writing, direct sales activities etc.
  • implement fiction creating technique in business life
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.

 



Course Category

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
1
15
15
Presentation / Jury
2
10
20
Project
4
14
56
Seminar / Workshop
0
Oral Exam
0
Midterms
0
Final Exam
0
    Total
159

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to equipped with theoretical and practical knowledge of industrial design, and to apply it to a variety of products, services and systems from conventional industries to urban scale with innovative and sustainable approaches

2

To be able to communicate design concepts and proposals for solutions, which are supported with quantitative and qualitative data, to specialists and non-specialists through visual, written, and oral means

3

To be able to equipped with the related theoretical and methodological knowledge of engineering, management, and visual communication that is required for interdisciplinary characteristic of industrial design; and to collaborate with other disciplines, organizations, or companies

4

To be able to equipped with the knowledge of history and theory of design, arts and crafts; and culture of industrial design

5

To be able to equipped with social, cultural, economic, environmental, legal, scientific and ethical values in the accumulation, interpretation and/or application of disciplinary information and to employ these values regarding different needs

6

To be able to develop contemporary approaches individually and as a team member to solve today’s problems in the practice of industrial design

7

To be able to define design problems within their contexts and circumstances, and to propose solutions for them within the discipline of industrial design considering materials, production technologies and ergonomics

8

To be able to use digital information and communication technologies, physical model making techniques and machinery, at an adequate level to the discipline of industrial design

9

To be able to employ design research and methods within the theory and practice of industrial design

10

To be able to recognize the need and importance of a personal lifelong learning attitude towards their chosen specialization area within the industrial design field

11

To be able to collect data in the areas of industrial design and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)

12

To be able to speak a second foreign language at a medium level of fluency efficiently

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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