Study Guide

Objective

On successful completion of the course, student will develop knowledge and skills on how to create storytelling to exploit the business opportunities of brand promise and brand. Student 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. Student will also know how to use digital channel storytelling techniques to design marketing messages.

Content

Successful brand stories
Storytelling techniques
Communicating stories in digital channels

Location and time

Course will run between week 5 to week 7. (specific time schedules will be provided later)
Campus Days: 8- 9.2.2024
Zoom meeting room for the course
Minerava Campus (Kauppakatu 58, Tornio)

Materials

Information is available 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
Pre-course assignment
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
F2F seminar day

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.

Content scheduling

 Value proposition and brand design
 The brand promise
 Storytelling
Narrative: The Storytelling elements
Successful brand stories
 Brand story design
The brand story: The brand storytelling
Brand story canvas
 Brand storytelling communication
Communicating brand promise with storytelling
Building Personal brand persona with storytelling
 Communicating stories in digital channels

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

Student 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)

Student 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)

Student 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.

Assessment methods and criteria

Assessment 1,2,3,4,5.

A portfolio submission:
The portfolio will consist of:
1. A developed brand storytelling Stream - 40 points
2. A 1,500-word report reflecting on group’s own project. This is a written analysis on group’s brand storytelling project - 50 points
3. A ppt presentation of commentary of observed or benchmarked brand storytelling case - 10 points

Assessment criteria, fail (0)

The assessment criteria are the following:
Grade 0: The student did not submit the course assignments or these assignments did not meet the minimal quality requirements of the course.

Assessment criteria, satisfactory (1-2)

Grades 1-2: Student 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 (3-4)

Grades 3-4: Student 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)

Grade 5: Student 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.