
FACULTY OF FINE ARTS AND DESIGN
Department of Textile and Fashion Design
GEHU 301 | Course Introduction and Application Information
Course Name |
Storytelling in Brand Communication
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
GEHU 301
|
Fall/Spring
|
3
|
0
|
3
|
5
|
Prerequisites |
None
|
|||||
Course Language | ||||||
Course Type |
Second Foreign Language
|
|||||
Course Level |
-
|
|||||
Mode of Delivery | - | |||||
Teaching Methods and Techniques of the Course | - | |||||
Course Coordinator | - | |||||
Course Lecturer(s) | ||||||
Assistant(s) | - |
Course Objectives | The aim of this course is to provide advertising and PR students to learn the importance, benefits and current applications of classic and modern storytelling in brand communication and brand management, and providing them to apply these methods in creative works. |
Learning Outcomes |
The students who succeeded in this course;
|
Course Description | In this course, students are introduced to creative writing techniques, story types and techniques, the importance of story types and techniques in brand communication, brand management, advertising and PR and current uses of branches of stroytelling techniques and apllications. |
|
Core Courses | |
Major Area Courses | ||
Supportive Courses | ||
Media and Management Skills Courses | ||
Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
Week | Subjects | Related Preparation |
1 | Gather by the fire: Roots & relations of storytelling & branding - From prehistorical tribes to an astranaut named L. Armstrong | Part I – Branding Through Storytelling “Storytelling – Branding in Practice” – Klaus Fog, Christian Budzt, Barış Yakaboylu |
2 | Dungeons, Dragons & Knights: The message, the character, the conflict, the plot: AKA How to steal the heart of your audience like a prince in shining armor | Part II - Four Elements of Storytelling “Storytelling – Branding in Practice” – Klaus Fog, Christian Budzt, Barış Yakaboylu |
3 | Hero’s Journey: The Quest of Success Plotting a differentiating story AKA When you gaze into the abyss, lots of brands look back at you | A Practical Guide to Campbell’s “Hero’s Journey” http://www.thewritersjourney.com/hero's_journey.htm |
4 | The Heming-way: Coding the message for the eye & the ear AKA Being brutally honest in writing | “The World’s Language of Persuation” bölümü, “The Invisible Grail” – John Simmons “For Whom the Bells Toll” – E. Hemingway |
5 | The Bonnie Situation: Formulating “character” of a brand AKA Stray bullets kill people, bad mottos kill brands | “The World’s Language of Persuation” sequence “The Invisible Grail” – John Simmons “The Bonnie Situation” sequence, “Pulp Fiction” – Quentin Tarantino |
6 | Engineered Creativity Wordsmithing & storycrafting with a style AKA Being a professional manipulator & being nice about it | “10 Steps to Start Your Concent Marketing” Robert Rose |
7 | The Comic Toolbox Do leaders write or read AKA Getting that punchline right in the face | “The Rule of Nine” ve “The Comedy Throughline” bölümleri, “The Comic Toolbox: How to Be Funny Even When You Are Not” John Warhaus |
8 | Myths & Business Creating a hype for marketing purposes AKA Story-selling: Transmedia storytelling | “Transmedia Storytelling 101 Handout” – Henry Jenkins Star Wars and Disneyland case studies |
9 | What If? (1) Test your writing skills in this workshop | |
10 | A Digitally Aged Cheese That Smells Preparing yourself to write online AKA Using digital media with or without proper technique & suffering the consequences | İnci Sözlük & Ekşi Sözlük case studies |
11 | What If? (2) Test your digital writing skills in this workshop | |
12 | My Name is Mahir. Ins & outs of corporate communication & writing for business AKA You style is the brand. Sell it first. | Part 1, “Moby Dick” – Herman Melville Internet Mahir case study and Herman Melville. |
13 | Poet Cemetery: Post mortem evalution & strategy building for future AKA A graveyard exercise for branding professionals | Ginger case study |
14 | Everyone plays! Doing target & market analysis for online audience & building a game concept / conflict that sells big time AKA What does 21st century brain think? Digitally Remastered I Present your digital writing skills in class & let us roast you down | part 1, “The Design of Episodic Games Blog” – Pascal Luban Defiance & Pokemon Go case studies |
15 | Review of the Semester | |
16 | Final Exam |
Course Notes/Textbooks | “You Are Getting Old” Y&R Research for Europe Demographics “10 Steps to Start Your Concent Marketing” Robert Rose |
Suggested Readings/Materials | “Story” Robert McKee “The Comic Toolbox” John Warhaus “On Writing” Stephen King “Storytelling – Branding in Practice” Klaus Fog, Christian Budzt, Barış Yakaboylu |
EVALUATION SYSTEM
Semester Activities | Number | Weigthing |
Participation |
1
|
20
|
Laboratory / Application | ||
Field Work | ||
Quizzes / Studio Critiques | ||
Portfolio | ||
Homework / Assignments |
1
|
10
|
Presentation / Jury |
2
|
10
|
Project |
4
|
60
|
Seminar / Workshop | ||
Oral Exams | ||
Midterm | ||
Final Exam | ||
Total |
Weighting of Semester Activities on the Final Grade | ||
Weighting of End-of-Semester Activities on the Final Grade | ||
Total |
ECTS / WORKLOAD TABLE
Semester Activities | Number | Duration (Hours) | Workload |
---|---|---|---|
Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
0
|
|
Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
Study Hours Out of Class |
0
|
||
Field Work |
0
|
||
Quizzes / Studio Critiques |
0
|
||
Portfolio |
0
|
||
Homework / Assignments |
0
|
||
Presentation / Jury |
2
|
0
|
|
Project |
0
|
||
Seminar / Workshop |
0
|
||
Oral Exam |
0
|
||
Midterms |
0
|
||
Final Exam |
0
|
||
Total |
0
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
1
|
2
|
3
|
4
|
5
|
||
1 | To be able to develop and design a collection independently. |
|||||
2 | To be able to do maintain a design research individually or as a team. |
|||||
3 | To be able to develop entrepreneurship- and managerial skills for a future professional practice. |
|||||
4 | To be able to understand, interpret and apply theoretical knowledge in fashion and textile design. |
|||||
5 | To be able to analyze and integrate the particular local and regional needs and of their profession. |
|||||
6 | To be able to obtain a multidisciplinary point of view, follow and analyze the new issues, changes and trends in contemporary design and art in such a way that they can be integrated into design practice. |
|||||
7 | To be able to apply industrial requirements, knowledge of material & usage and know-how knowledge in the creation of high quality fashion products. |
|||||
8 | To be able to use digital information and communication technologies at a level that is adequate to the discipline of fashion and textile design. |
|||||
9 | To be able to develop an ongoing analytical and professional approach to academic and design research. |
|||||
10 | To be able to recognize the need and importance of a personal lifelong learning attitude towards their chosen area of interest. |
|||||
11 | To be able to collect data in the areas of fashion and textile design and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). |
|||||
12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
|||||
13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
NEWS |ALL NEWS

Artworks of 11 academics are being exhibited in Urla
The exhibition titled, 'Crafted', including 30 artworks prepared by 11 academics working at Izmir University of Economics (IUE) Department of Textile and

Mary's dream came true in Izmir
Iranian Mary Kahshan Zamani (24) turned her dream of becoming a fashion designer, which started as a child, into reality in Izmir,

'Wish Tree' and 'Water Drop' brought awards
Nurdan Ahsen Fıçıcı and Gözde Ağca, graduates of İzmir University of Economics (IUE) Textile and Fashion Design Department, won the awards in

Apptitude application and evaluation for 2021-2022 academic year
Izmir University of Economics Textile and Fashion Design Department online apptitute applications start on Wednesday, August 4th...

111-piece private collection will be exhibited with a fashion show
The 111-piece private collection prepared by senior students of Department of Textile and Fashion Design, Faculty of Fine Arts and Design, Izmir

Works reflecting the pandemic are in Ukraine
Prof. Dr. Elvan Özkavruk Adanır, Head of Department of Textile and Fashion Design, Izmir University of Economics (IUE), and Asst. Prof. Duygu

Special 216-piece collection for environmental fashion
Izmir University of Economics (IEU) Faculty of Fine Arts and Design collaborated with Sun Tekstil to raise awareness about giving priority to

Special collection of 228 clothes for consumption frenzy
Senior students of Department of Textile and Fashion Design, Izmir University of Economics (IUE) created special collections inspired by recyclable clothing, zero

Artwork to promote the Turkish coffee culture worldwide
10 artworks of Prof. Dr. Elvan Özkavruk Adanır from Izmir University of Economics (IUE), in which she transferred coffee cup figures on

Founded the brand of healthy fashion
With the pandemic, Dilara Karaca, a fashion designer from Izmir University of Economics, created her own brand by turning the intense demand,

300 puppets for ‘therapy’ for earthquake child survivors
Finger puppets to be used in the psychological therapy of children affected by the 6.6 magnitude earthquake that took place in Izmir

Chosen among 150 artists and represented Turkey
The works of Prof. Elvan Özkavruk Adanır, Head of Department of Textile and Fashion Design, Faculty of Fine Arts and Design, Izmir

Apptitute application and evaluation for 2020-2021 academic year
Apptitute application and evaluation for 2020-2021 academic year You can follow the details of the 2020-21 Academic Year Special Talent Application and Evaluation

IUE’s Digital Graduation Exhibition and Fashion Show
While seniors of Faculty of Fine Arts and Design, Izmir University of Economics (IUE), successfully complete their education journeys with distance education

IUE Fashion Designers Collect Awards at the Leather Design Competition
Fashion designers from Izmir University of Economics crown their success by awards. Arzu Birdal, graduate of Department of Fashion and Textile Design,

Her design for babies got an award
Hilal Karakaş, a senior at Department of Fashion and Textile Design, Izmir University of Economics (IUE), came in second place at the

Children made their own new year’s gifts
Students and academics of Izmir University of Economics (IUE) attended a “Sock Doll Design Workshop” with children in Koruncukköy, Urla. 39 female

Sustainable designs by IUE fashion designers
Students of Department of Fashion and Textile Design, Faculty of Fine Arts and Design, Izmir University of Economics (IUE) will be presenting

‘No Place like Home’ exhibition by an Irish artist
Angela Burns, Lecturer at Department of Fashion and Textile Design, Faculty of Fine Arts and Design, Izmir University of Economics (IUE), is

She was inspired by the Japanese philosophy
Hilal Karakaş, fourth year student at Department of Fashion and Textile Design, Izmir University of Economics (IUE), has been awarded the special

Salvaged Leather Exhibition / İyi Tasarım İzmir_4
Having been the part of Good Design İzmir 4 organized by İzmir Mediterranean Academy with the theme of “Cycles”, Salvaged Leather Exhibition

IUE Fashion and Textile Design Department 2018-2019 graduation fashion show
Seniors of Department of Fashion and Textile Design, Faculty of Fine Arts and Design, Izmir University of Economics (IUE) completed their education

İzmir University of Economics Faculty of Fine Arts and Design Graduation Exhibition and Fashion Show
Graduation Projects of Izmir University of Economics, Fine Arts and Design Faculty 2018-2019 graduates will be presented at the end of year

IUE Fashion and Textile Design Department left its mark on Atlas Global's launch
Our designs are now flying around the world. She got inspired by paper planes and designed cabin crew uniforms for Atlasglobal Airlines.

Workshop with Private TAKEV Primary-Secondary School Painting and Ceramics Club students
Our Head of Department Prof. Elvan Özkavruk Adanır and Atelier Chef Filiz Deniz conducted a print workshop for Private TAKEV Primary-Secondary School

Fashion and Textile Design Department hosted successful fashion designer Hatice Gökçe...
One of the pioneers of contemporary menswear designer in Turkey, Hatice Gökçe visited studio course of final year students, she shared her

Contemporary designs for mythological characters
Students of the Department of Fashion and Textile Design, Faculty of Fine Arts and Design, Izmir University of Economics (IUE) were inspired

Bauhaus is 100 years!
We will be happy to see you at the event that we will perform within the celebration of the 100th anniversary of

Design, quality and comfort in bridal gown
IUE graduate, fashion designer Duygu Karasu went global at the 13th If Wedding Fashion Izmir Fair. Karasu, who attracted great attention with her

3D Printed fashion
Textile met with technology. Izmir University of Economics (IUE) Faculty of Fine Arts and Design, Department of Fashion and Textile Design created

2018-2019 Fall fashion show
41 young fashion designers displayed their designs at the 2018 – 2019 Fall Semester Fashion Show of the Department of Fashion and

Fashion and Textile Design Department Fall Fashion Show
Fashion and Textile Design students’ collections will be presented during The Fashion Show on 27th December 2018, at IUE Balçova Campus, D Block,

We hacked Atlas Global cabin crew's style...
The cabin crew uniform design competition, sponsored by Atlasglobal and Hugo Boss, brought together the students from Izmir University of Economics and

Floating Forest Printing Workshop & Good Design İzmir_3
Within the scope of Good Design İzmir_3 organized by İzmir Mediterranean Academy, Dilek Himam Er (Faculty Member of Department of Fashion and

Good Design İzmir_3 / ÜTAS Exhibition
Within the scope of Good Design_3 events held under the theme “together”, UTAS Design and Art Schools Graduation Projects Exhibition opened in

Agora Fashion Fest 6 – Fashion and Textile Design Department Exhibition
Within the 6th Fashion Fest organized by Agora Shopping Center, the designs of the 2nd, 3rd and 4th Grade students of our

Mavibahçe Shopping Fest - Fashion and Textile Design Department Exhibition
Within the Shopping Festival organized by Mavibahçe Shopping Mall, the designs of 2nd, 3rd and 4th Grade students of the Faculty of

“Hack Our Style” Cabin crew uniform design competition
Cabin crew uniform design competition, sponsored by Atlasglobal and Hugo Boss, brought together the students from Izmir University of Economics and Dokuz

2018 Spring Fashion Show
The collections of Izmir University of Economics, Fashion and Textile Design students will meet with the audience on the 23rd of March,

Dressing a Nation: Sümerbank Patterns Between the Years of 1956-2000
The Sümerbank Archive enriched with new donations will be presented to Ankara audience in Çankaya Municipality Contemporary Art Center between 12 January-12

Derin Fikirler Leather Design Contest: 2nd Prize to Özgün İnce Oğlu
Özgün İnceoğlu, one of our graduates of 2016, was deemed worthy to the 2nd prize in the 7th “Derin Fikirler” leather design