Study Guide

Objective

On successful completion of the course, that you will develop knowledge and skills on how to create storytelling to exploit the business opportunities of brand promise and brand. You will understand how to use brand storytelling to energize value proposition and brand promise and how to create and innovate experiences that resonates with key customers. You will also know how to use digital channel storytelling techniques to design marketing message.

Content

Successful brand stories
Storytelling techniques
Communicating stories in digital channels

Assessment criteria, satisfactory (1)

You recognizes some principles and concepts of storytelling and understands the of storytelling in brand communications. The storytelling materials are aligned with brand customers. The materials can be mostly used in digital channels.

Assessment criteria, good (3)

You recognizes the key principles and concepts of storytelling and is able to use in connection with a brand. The storytelling materials are targeted to brand customers and are creative. Storytelling materials can be used in digital channels.

Assessment criteria, excellent (5)

You recognizes the principles and concepts of storytelling and is able to apply them practical brand communications. The storytelling materials resonate with brand customers and are creative and innovative. Storytelling utilizes possibilities of digital channels and use suitable techniques.