Narratives can help organizations and brands to connect effectively with their audiences as as well as change beliefs, attitudes, and behaviors. Drawing from diverse fields such as cognitive science and narrative psychology, this course will equip students with the concepts, frameworks, and skills to craft effective narratives for organizations and brands in Asia. In addition, they will learn about creative effectiveness and how to harness Generative AI for narrative creation. Last, they will apply what they have learnt in the course to a real-world overseas client project.
By the end of this course, students will be able to:
- Explain the science behind the power of narrative.
- Explain core narrative concepts, principles, and frameworks.
- Create engaging, memorable, and persuasive narratives for various audiences and media.
- Harness Generative AI for narrative creation.
- Understand and apply principles of creative effectiveness.
- Apply their narrative knowledge and skills to real-world projects.
- Increase their cultural intelligence and understanding of Asian business culture.
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