CE IEMES - Fontys ACI

Studiegids Commerciële Economie 2013/2014Name Advanced CourseExamination codeCompetence(s)Professional product(s)Main subjects / shortdescription moduleStorytelling2259YADV33C2 MarktonderzoekC3 Bedrijfs- omgevingsanalyseC4 Strategie en beleidC5 Planning en uitvoeringC7 Communicatieresearch report, presentation, corporate storyWe are all living in the digital age; the age of community. For marketers,no longer is the conversation about persuasion to buy, rather it’s aboutto join. In our digital age powered by the social web, no longer canmarketers demand customer’s attention; they must earn and deserve itby connecting profoundly to the heart of their unspoken desires.Additionally, we have all become citizens of the digital global tribe withthe power, tools and means to tell our own stories. Customers tell thereal story of brands now.For this reason, brand storytelling in the digital age is more importantthan ever. During this course, students will learn about generaltransmedia storytelling techniques, with a strong focus on digitalmethods. Students will learn to tell stories with a business goal in mind.Mandatory literatureDuring this course, students will develop a transmedia brand storytellingconcept, with a strong focus on business, marketing, planning, story /treatment and the functional specification. Please note that this notmerely a writing class.Books, articles and lecture slides. Students are not obliged to buy thebooks, online references to the articles will be mentioned in the courseoutline.Books we will use:Jenkins, Henry;Jenkins, Henry;Handler Miller, Carolyn;interactive entertainmentSmith, Paul;Convergence cultureSpreadable mediaDigital Storytelling: A creator's guide toLead with a Story99