| CODE | CRC2060 | ||||||||||||
| TITLE | Digital Storytelling in Marketing Communication | ||||||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||||||
| MQF LEVEL | 5 | ||||||||||||
| ECTS CREDITS | 4 | ||||||||||||
| DEPARTMENT | Corporate Communication | ||||||||||||
| DESCRIPTION | This study-unit provides an in-depth exploration of digital storytelling, focusing on the strategies used by brands to engage audiences through compelling narratives. - Students will learn the fundamentals of storytelling in a digital context, including visual, audio, and interactive storytelling. - The study-unit will cover story structures, brand narratives, transmedia storytelling, and user-generated content. - The role of social media, video marketing, and emerging technologies in digital storytelling will be examined. - Real-world case studies from industries such as media, entertainment, and marketing will illustrate key concepts. Study-Unit Aims: - Provide students with a clear understanding of how digital storytelling enhances brand communication; - Help students develop an ability to analyse and apply storytelling techniques across multiple platforms; - Introduce best practices in content creation, audience engagement, and narrative strateg; - Equip students with the skills needed to design and evaluate effective digital storytelling campaigns. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Describe the key elements of digital storytelling and their application in marketing communication; - Evaluate different storytelling models, including transmedia storytelling and interactive narratives; - Explain the role of social media, video content, and visual storytelling in brand communication; - Assess the effectiveness of storytelling techniques in engaging audiences; - Compare and contrast traditional vs. digital storytelling strategies. 2. Skills: By the end of the study-unit the student will be able to: - Develop digital storytelling strategies tailored to different platforms; - Analyse audience engagement and storytelling effectiveness using digital tools; - Create compelling brand narratives and visual storytelling elements; - Measure the success of digital storytelling campaigns using key performance indicators (KPIs); - Engage in critical thinking and creative content production in a digital media context. Main Text/s and any supplementary readings: Main Texts: - Abbott, H. P. (2002). The cambridge introduction to narrative. Cambridge: Cambridge University Press. Supplementary Readings: - Miller, C.H., (2019). Digital Storytelling 4e: A creator's guide to interactive entertainment. CRC Press. - Fisher, W.R., (1990). The narrative approach. Methods of rhetorical criticism: A twentieth-century perspective, pp.234-255. - Adaval, R., & Wyer, R. S. (1998). The role of narratives in consumer information processing. Journal of Consumer Psychology, 7(3), 207-245. - Black, H. G., & Kelley, S. W. (2009). A storytelling perspective on online customer reviews reporting service failure and recovery. Journal of Travel & Tourism Marketing, 26(2), 169-179. - Boguszewicz-Kreft, M., Kreft, J., & Zurek, P. (2019). Myth and Storytelling: The Case of the Walt Disney Company. In Myth in Modern Media Management and Marketing (pp. 22-49). IGI Global. - Busselle, R., & Bilandzic, H. (2008). Fictionality and perceived realism in experiencing stories: A model of narrative comprehension and engagement. Communication Theory, 18(2), 255-280. - Chen, Y. J., & Kirmani, A. (2015). Posting strategically: The consumer as an online media planner. Journal of Consumer Psychology, 25(4), 609-621. - Chiu, H. C., Hsieh, Y. C., & Kuo, Y. C. (2012). How to align your brand stories with your products. Journal of Retailing, 88(2), 262-275. - Fisher, W. R. (1984). Narration as a human communication paradigm: The case of public moral argument. Communications Monographs, 51(1), 1-22. - Deighton, J. (1992). The consumption of performance. Journal of Consumer Research, 19(3), 362-372. - Deighton, J., & Hoch, S. J. (1993). Teaching emotion with drama advertising. In Advertising exposure, memory, and choice ed. pp. 261-282. Hillsdale NJ: Erlbaum. Echtner, C., and J. Brent Ritchie. - Deighton, J., Romer, D., & McQueen, J. (1989). Using drama to persuade. Journal of Consumer research, 16(3), 335-343. - Delgadillo, Y., & Escalas, J. E. (2004). ‘Narrative word-of-mouth communication: exploring memory and attitude effects of consumer storytelling’. Advances in Consumer Research, 31, 186–192. - Escalas, J. E. (1998). Advertising narratives: What are they and how do they work. Representing consumers: Voices, views, and visions, 1, 267-289. - Escalas, J. E. (2004a). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of advertising, 33(2), 37-48. - Escalas, J. E. (2004b). Narrative Processing: Building Consumer Connections to Brands. Journal of Consumer Psychology, 14(1-2), 168-180. - Escalas, J. E., & Stern, B. B. (2003). Sympathy and empathy: Emotional responses to advertising dramas. Journal of Consumer Research, 29(4), 566-578. |
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| STUDY-UNIT TYPE | Lecture | ||||||||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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