This SMU-X course will introduce students to the science and art of storytelling for organizations and brands. Drawing from fields such as cognitive science and social psychology, it will help students to master the knowledge and skills to engage and influence audiences, especially on social media. Students will learn what it takes to craft authentic, engaging and 'hareable' stories that fit different types of social media channels.
By the end of this course, students will be able to:
- Explain the key principles of storytelling for brands and organizations.
- Create authentic, engaging stories for various audiences and media.
- Unearth the consumer, brand and cultural insights that form the basis of good stories.
- Develop their creativity.
Students created story frameworks and storyboard ideas for the organisations' brands and their product offerings.
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