Brand storytelling design and communication (5cr)

Evaluation scale

H-5

Content scheduling

 Value proposition and brand design
o The brand promise
 Storytelling
o Narrative: The Storytelling elements
o Storytelling and value innovation
 Value proposition innovation with Storytelling
 Brand story design
o The brand story: The brand storytelling
o Brand design with storytelling
o Brand story canvas
 Brand storytelling communication
o Communicating brand promise with storytelling
 Digital application tools for storytelling
 Social media storytelling
 Building Personal brand persona with storytelling

Objective

Brand Storytelling is “Using a narrative to connect a brand with its core customers, with a focus on linking what you stand for to the values you share with your customers.” This course is about brand storytelling design and communication. The course will develop students’ knowledge and skills on how to create storytelling to exploit the business opportunities of brand promise and brand. This includes how to use brand storytelling to energize value proposition and brand promise, how to create and innovate experiences that resonates with key customers. In addition, students will also know how to use social media storytelling technique to design marketing messages such as; social media posts, blog, advertisements and videos as part of the brand storytelling communication.

Execution methods

The learning process will be student driven and the problem based-learning and innovation skills would be encouraged and nurtured as a core part of the learning process. The course is designed to be very participative and students would be able to develop subject knowledge and practical skills in brand storytelling and communication.
The practical orientation will be integrated with in-class exercises and a development project made in groups. Reflective practice, collaboration, idea generation and the exploration of brand stories and designs especially, video streams on different channels will be encouraged.

Accomplishment methods

 Lectures
 Group exercises and discussions
 Storytelling canvas
 Storytelling streams design
 Storytelling cases in practice (Benchmarks)
 Storytelling company visits
 Storytelling project

Content

Value proposition and brand design
o The brand promise
Storytelling
o Narrative: The Storytelling elements
o Storytelling and value innovation
Value proposition innovation with Storytelling
Brand story design
o The brand story: The brand storytelling
o Brand design with storytelling
o Brand story canvas
Brand storytelling communication
o Communicating brand promise with storytelling
Social media storytelling
Building Personal brand persona with storytelling

Materials

Will be announced on the moodle course environment

Teaching methods

The learning process will be student driven and the problem based-learning and innovation skills would be encouraged and nurtured as a core part of the learning process. The course is designed to be very participative and students would be able to develop subject knowledge and practical skills in brand storytelling and communication.
The practical orientation will be integrated with in-class exercises and a development project made in groups. Reflective practice, collaboration, idea generation and the exploration of brand stories and designs especially, video streams on different channels will be encouraged.
LEARNING STRATEGY
 Lectures
 Group exercises and discussions
 Storytelling canvas
 Storytelling streams design
 Storytelling cases in practice (Benchmarks)
 Storytelling company visits
 Use of digital applications for storytelling design
 Storytelling project
 Pre-course assignment

Exam schedules

The course require the delivery of a group or individual Project work. The deadline for submission of Project work are found on the moodle course environment .
Dealing with failed Project work:
The consequence of a FAIL is that the assignment must be re-submitted again after considerable repairs and improvements.
Participation in next year's course (A Fail can only be administered when the total assignment shows the criteria of Fail.

Student workload

5.00 ECTS credits, 133 h
Lectures 20hrs
Project guidance session: 20h
Brand storytelling case benchmarking 10h
Use of digital application tools for storytelling design 20h
Brand storytelling Project work 63h

Assessment criteria, satisfactory (1)

Grade 0: The student did not submit the course assignments or these assignments did not meet the minimal quality requirements of the course.
Grades 1-2: The student has delivered the assignments, which are prepared generally according to the defined requirements. The student understands mostly correctly the subject matter concepts and is able to apply them. However, there is a room for development in the content of the assignments. Business challenges and recommendations are rather general and are not elaborated in details.

Assessment criteria, good (3)

Grades 3-4: The student has delivered the assignments, which are prepared according to the requirements presented in the class. The student understand very well the subject matter concepts and is able to apply them correctly. The student also understands well the role of storytelling as a tool for exploiting business opportunities from brand promise and brand value. Additionally, the student is able to give useful development recommendations utilizing his/her knowledge on social media storytelling technique to design marketing messages as part of brand storytelling communication.

Assessment criteria, excellent (5)

Grade 5: The student has delivered the course assignments and these are prepared according to the requirements stated in the course. The student understand deeply the subject matter concepts and is able to apply them correctly. The student also understands and is able to analyze critically different factors in the design and implementation of storytelling as a tool to exploit business opportunities from (high) brand promise and brand value. How to use brand storytelling to energize value proposition and brand promise by creating brand experiences that resonates with key customers. In addition, students will also know how to use social media storytelling technique to design marketing messages as part of brand storytelling communication.

Further information

Avoimen opiskelijoille 5 paikkaa.