GEHU 301 | Course Introduction and Application Information - Department of Software Engineering

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	Discussion Group Work Case Study Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Öğr. Gör. Dr. Burak AMİRAK
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

#	Content	PC Sub	* Contribution Level
#	Content	PC Sub	1	2	3	4	5
1	define coding and decoding in narratives,
2	explain how myths, metaphors and architypes are used to create a narrative,
3	discuss how AI and digital platforms can be utilized in storytelling,
4	apply storytelling techniques in creating a solution to a brand communication problem,
5	present oral, written and visual narratives to be used in brand communication.

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.

Course Category	Core Courses
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation	Learning Outcome
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

Klaus Fog, Christian Budzt, Barış Yakaboylu, 2010, Branding Through Storytelling “Storytelling – Branding in Practice”, Springer, ISBN 978-3-662-50023-1
Thury, Eva M., 2013, Introduction to mythology: contemporary approaches to classical and world myths, Oxford University Press, ISBN 978-0-19-985923-8
Vogler, Christopher,2020, The Writer's journey : mythic structure for writers, Michael Wiese, ISBN 0941188701
Zimand-Sheiner, D. (2024). Four Dimensions of Brand Storytelling: Framework for Managing and Analyzing Online Brand Stories. International Journal of Business Communication, 23294884241261362.

Semester Activities	Number	Weigthing	LO 1	LO 2	LO 3	LO 4	LO 5
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

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

#	PC Sub	Program Competencies/Outcomes	* Contribution Level
#	PC Sub	Program Competencies/Outcomes	1	2	3	4	5
1	Engineering Knowledge: Knowledge of mathematics, science, basic engineering, computer computation, and topics specific to related engineering disciplines; the ability to use this knowledge in solving complex engineering problems		-	-	-	-	-
	1	Mathematics	-	-	-	-	-
	2	Science	-	-	-	-	-
	3	Basic engineering	-	-	-	-	-
	4	Computer computation	-	-	-	-	-
	5	Topics specific to related engineering disciplines	-	-	-	-	-
	6	The ability to use this knowledge in solving complex engineering problems	-	-	-	-	-
2	Problem Analysis: The ability to define, formulate, and analyze complex engineering problems by using fundamental science, mathematics, and engineering knowledge, while considering the relevant UN Sustainable Development Goals (SDGs) related to the problem.		-	-	-	-	-
3	Engineering Design: The ability to design creative solutions to complex engineering problems; the ability to design complex systems, processes, devices, or products that meet present and future requirements, considering realistic constraints and conditions.		-	-	-	-	-
	1	The ability to design creative solutions to complex engineering problems	-	-	-	-	-
	2	Considering realistic constraints and conditions in designing complex systems, processes, devices, or products	-	-	-	-	-
	3	The ability to design in a way that meets current and future requirements	-	-	-	-	-
4	Use of Techniques and Tools: The ability to select and use appropriate techniques, resources, and modern engineering and information technology tools, including prediction and modeling, for the analysis and solution of complex engineering problems, while being aware of their limitations		-	-	-	-	-
5	Research and Investigation: The ability to use research methods, including literature review, designing experiments, conducting experiments, collecting data, analyzing and interpreting results, for the investigation of complex engineering problems.		-	-	-	-	-
	1	The ability to use research methods, including literature review	-	-	-	-	-
	2	Designing experiments	-	-	-	-	-
	3	Conducting experiments, collecting data, analyzing and interpreting results, for the investigation of complex engineering problems	-	-	-	-	-
6	Global Impact of Engineering Practices: Knowledge of the impacts of engineering practices on society, health and safety, the economy, sustainability, and the environment within the scope of the UN Sustainable Development Goals (SDGs); awareness of the legal consequences of engineering solutions		-	-	-	-	-
	1	Global Impact of Engineering Practices: Knowledge of the impacts of engineering practices on society, health and safety, the economy, sustainability, and the environment within the scope of the UN Sustainable Development Goals (SDGs)	-	-	-	-	-
	2	Awareness of the legal consequences of engineering solutions	-	-	-	-	-
7	Ethical Behavior: Acting in accordance with the principles of the engineering profession; knowledge of ethical responsibility; awareness of acting impartially and inclusively, without discrimination in any matter. (FENG101)		-	-	-	-	-
	1	Acting in accordance with the principles of the engineering profession; knowledge of ethical responsibility	-	-	-	-	-
	2	Awareness of acting impartially and inclusively, without discrimination in any matter.	-	-	-	-	-
8	Individual and Team Work: The ability to work effectively as an individual and as a member or leader of both intra-disciplinary and interdisciplinary teams (whether face-to-face, remote, or hybrid).		-	-	-	-	-
9	Verbal and Written Communication: Taking into account the various differences of the target audience (such as education, language, profession), particularly in technical matters.		-	-	-	-	-
	1	Verbal (ENGxxx)	-	-	-	-	-
	2	Written effective communication skills. (ENGxxx)	-	-	-	-	-
10	Project Management: Knowledge of business practices such as project management and economic feasibility analysis; awareness of entrepreneurship and innovation.		-	-	-	-	-
	1	Knowledge of business practices such as project management and economic feasibility analysis; (FENG497-FENG498)	-	-	-	-	-
	2	Awareness of entrepreneurship and innovation. (FENG101)	-	-	-	-	-
11	Lifelong Learning: The ability to learn independently and continuously, adapt to new and emerging technologies, and think critically about technological changes.		-	X	-	-	-

GEHU 301 | Course Introduction and Application Information

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