FACULTY OF ENGINEERING
Department of Genetics and Bioengineering
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 | DiscussionGroup WorkCase StudyQ&ALecture / Presentation | |||||
| 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 |
The students who succeeded in this course;
|
| 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. |
|
|
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 | 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 |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| 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
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To have adequate knowledge in Mathematics, Science and Genetics and Bioengineering; to be able to use theoretical and applied information in these areas on complex engineering problems. |
|||||
| 2 | To be able to identify, define, formulate, and solve complex Genetics and Bioengineering problems; to be able to select and apply proper analysis and modeling methods for this purpose. |
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| 3 | To be able to design a complex system, process, device or product under realistic constraints and conditions, in such a way as to meet the requirements; to be able to apply modern design methods for this purpose. |
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| 4 | To be able to devise, select, and use modern techniques and tools needed for analysis and solution of complex problems in Genetics and Bioengineering applications; to be able to use information technologies effectively. |
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| 5 | To be able to design and conduct experiments, gather data, analyze and interpret results for investigating complex engineering problems or Genetics and Bioengineering research topics. |
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| 6 | To be able to work efficiently in Genetics and Bioengineering disciplinary and multi-disciplinary teams; to be able to work individually. |
|||||
| 7 | To be able to communicate effectively in Turkish, both orally and in writing; 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 Genetics and Bioengineering 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 Genetics and Bioengineering solutions. |
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| 9 | To be aware of ethical behavior, professional and ethical responsibility; to have knowledge about standards utilized in Genetics and Bioengineering 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 | To be able to collect data in the area of Genetics and Bioengineering, and to be able to communicate with colleagues in a foreign language. |
|||||
| 12 | To be able to speak a second foreign language at a medium level of fluency efficiently. |
|||||
| 13 | To recognize the need for lifelong learning; to be able to access information, to be able to stay current with developments in science and technology; to be able to relate the knowledge accumulated throughout the human history to Genetics and Bioengineering. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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