FACULTY OF ENGINEERING
Department of Mechatronics Engineering
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
|
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
#
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Program Competencies/Outcomes |
* Contribution Level
|
||||
1
|
2
|
3
|
4
|
5
|
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1 | To have knowledge in Mathematics, science, physics knowledge based on mathematics; mathematics with multiple variables, differential equations, statistics, optimization and linear algebra; to be able to use theoretical and applied knowledge in complex engineering problems |
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2 | To be able to identify, define, formulate, and solve complex mechatronics engineering problems; to be able to select and apply appropriate analysis and modeling methods for this purpose. |
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3 | To be able to design a complex electromechanical system, process, device or product with sensor, actuator, control, hardware, and software to meet specific requirements under realistic constraints and conditions; to be able to apply modern design methods for this purpose. |
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4 | To be able to develop, select and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in Mechatronics Engineering applications; to be able to use information technologies effectively. |
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5 | To be able to design, conduct experiments, collect data, analyze and interpret results for investigating Mechatronics Engineering problems. |
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6 | To be able to work effectively in Mechatronics Engineering disciplinary and multidisciplinary teams; to be able to work individually. |
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7 | To be able to communicate effectively in Turkish, both in oral and written forms; to be able to author and comprehend written reports, to be able to prepare design and implementation reports, to present effectively, to be able to give and receive clear and comprehensible instructions. |
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8 | To have knowledge about global and social impact of engineering practices on health, environment, and safety; to have knowledge about contemporary issues as they pertain to engineering; to be aware of the legal ramifications of engineering solutions. |
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9 | To be aware of ethical behavior, professional and ethical responsibility; information on standards used in engineering applications. |
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10 | To have knowledge about industrial practices such as project management, risk management and change management; to have awareness of entrepreneurship and innovation; to have knowledge about sustainable development. |
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11 | Using a foreign language, he collects information about Mechatronics Engineering and communicates with his colleagues. ("European Language Portfolio Global Scale", Level B1) |
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12 | To be able to use the second foreign language at intermediate level. |
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13 | To recognize the need for lifelong learning; to be able to access information; to be able to follow developments in science and technology; to be able to relate the knowledge accumulated throughout the human history to Mechatronics Engineering. |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest