Course Code: COMM 253

STORYTELLING FOR ORGANISATIONS AND BRANDS

COURSE DESCRIPTION

Storytelling predates recorded history, but it remains extremely relevant in the digital age. This course combines traditional with studio pedagogy to help you understand and apply the key principles of storytelling, story-mapping, and story-making. In addition, it will show you the power of stories to engage stakeholders, express beliefs and values, and build communities. You will learn the basics of what it takes to craft authentic stories and story experiences that inspire by being responsive to their audiences/stakeholders.

 

LEARNING OBJECTIVES

By the end of this course, students will be able to:

  • Explain the key principles of storytelling for brands and organisations
  • Create authentic, engaging stories for various audiences
  • Unearth the consumer and brand insights that form the basis of good stories
  • Develop their creativity

INSTRUCTOR (S)

Mark Chong

Associate Professor of Corporate Communication (Practice), Lee Kong Chian School of Business

Email: markchong@smu.edu.sg

Offering Term(s):

AY 18/19 Term 1,  

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