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    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
    English
    Course Type
    Service Course
    Course Level
    First Cycle
    Mode of Delivery -
    Teaching Methods and Techniques of the Course Discussion
    Group Work
    Case Study
    Q&A
    Lecture / Presentation
    National Occupation Classification -
    Course Coordinator -
    Course Lecturer(s)
    Assistant(s) -
    Course Objectives The aim of this course is to create awareness of the importance, benefits and current applications of classic and modern storytelling in brand communication, and to apply these methods in creative works.
    Learning Outcomes
    #
    Content
    		 PC Sub
    * Contribution Level
    1
    2
    3
    4
    5
    1define coding and decoding in narratives,
    2explain how myths, metaphors and architypes are used to create a narrative,
    3discuss how AI and digital platforms can be utilized in storytelling,
    4apply storytelling techniques in creating a solution to a brand communication problem,
    5present oral, written and visual narratives to be used in brand communication.
    Course Description Storytelling is considered one of the most influential foundations of humanity. In this course, myths and architypes will be discussed, and narratives will be examined. Using this knowledge, the course will build a bridge between producing narratives and brand communication . During the course, popular films and novels will be analyzed to create a story for the brand.

     



    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 Learning Outcome
    1 Introduction / Gather by the fire: Roots & relations of storytelling & branding Klaus Fog, Christian Budzt, Barış Yakaboylu, 2010, Branding Through Storytelling “Storytelling – Branding in Practice”, Springer, ISBN 978-3-662-50023-1
    2 Hero’s Journey: Myth and dream, Tragedy and comedy, Hero and the God, World navel / Archetypes Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0 Thury, Eva M., 2013, Introduction to mythology: contemporary approaches to classical and world myths, Oxford University Press, ISBN 978-0-19-985923-8
    3 Hero’s Journey: Call to adventure, Refusal of the call, Supernatural aid, Crossing of the first threshold, Belly of a whale / Analyzing Snow White and the Seven Dwarfs 1937 Full Movie Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0 https://www.youtube.com/watch?v=0kHOYavm7VY
    4 Hero’s Journey: Road of trials, Meeting with the Goddess, Woman as the temptress, Atonement with the father, Apotheosis, Ultimate boon Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0
    5 Hero’s Journey: Refusal of the return, Magic flight Rescue from without, Crossing of the return threshold, Master of the two worlds, Freedom to live Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0
    6 Hero’s Journey: Keys / Presentations (Homework) Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0
    7 Four Dimensions of Brand Storytelling: Framework for Managing and Analyzing Online Brand Stories Zimand-Sheiner, D. (2024). Four Dimensions of Brand Storytelling: Framework for Managing and Analyzing Online Brand Stories. International Journal of Business Communication, 23294884241261362.
    8 Midterm
    9 Myths and AI / Analyzing Matrix – Part 1 Full Movie Vogler, Christopher,2020, The Writer's journey : mythic structure for writers, Michael Wiese, ISBN 0941188701 https://www.youtube.com/watch?v=vKQi3bBA1y8
    10 The message, the character, the conflict, the plot. Klaus Fog, Christian Budzt, Barış Yakaboylu, 2010, Branding Through Storytelling “Storytelling – Branding in Practice”, Springer, ISBN 978-3-662-50023-1
    11 In class study on creating brand stories using the methodology of ‘Hero’s Journey In class study
    12 In class study on creating brand stories using the methodology of ‘Hero’s Journey In class study
    13 Presentations (Project) In class study
    14 Presentations (Project) In class study
    15 Semester Review
    16 Semester Review

     

    Course Notes/Textbooks

    Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0
    Suggested Readings/Materials
    • Klaus Fog, Christian Budzt, Barış Yakaboylu, 2010, Branding Through Storytelling “Storytelling – Branding in Practice”, Springer, ISBN 978-3-662-50023-1
    • Thury, Eva M., 2013, Introduction to mythology: contemporary approaches to classical and world myths, Oxford University Press, ISBN 978-0-19-985923-8
    • Vogler, Christopher,2020, The Writer's journey : mythic structure for writers, Michael Wiese, ISBN 0941188701
    • Zimand-Sheiner, D. (2024). Four Dimensions of Brand Storytelling: Framework for Managing and Analyzing Online Brand Stories. International Journal of Business Communication, 23294884241261362.

     

    EVALUATION SYSTEM

    Semester Activities Number Weighting LO 1 LO 2 LO 3 LO 4 LO 5
    Participation
    1
    10
    Laboratory / Application
    Field Work
    Quizzes / Studio Critiques
    Portfolio
    Homework / Assignments
    1
    15
    Presentation / Jury
    2
    20
    Project
    1
    35
    Seminar / Workshop
    Oral Exams
    Midterm
    1
    20
    Final Exam
    Total

    Weighting of Semester Activities on the Final Grade
    4
    55
    Weighting of End-of-Semester Activities on the Final Grade
    2
    45
    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
    3
    5
    15
    Field Work
    0
    Quizzes / Studio Critiques
    0
    Portfolio
    0
    Homework / Assignments
    1
    10
    10
    Presentation / Jury
    2
    10
    20
    Project
    1
    25
    25
    Seminar / Workshop
    0
    Oral Exam
    0
    Midterms
    1
    10
    10
    Final Exam
    0
        Total
    128

     

    COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP


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

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

     

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