GEHU 301 | Course Introduction and Application Information - Department of Textile and Fashion Design

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	English
Course Type	Service Course
Course Level	First Cycle
Mode of Delivery	-
Teaching Methods and Techniques of the Course	Discussion Group Work Case Study Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Öğr. Gör. Dr. Burak AMİRAK
Assistant(s)	-

Course Objectives	The aim of this course is to create awareness of the importance, benefits and current applications of classic and modern storytelling in brand communication, and to apply these methods in creative works.
Learning Outcomes	The students who succeeded in this course; define coding and decoding in narratives, explain how myths, metaphors and architypes are used to create a narrative, discuss how AI and digital platforms can be utilized in storytelling, apply storytelling techniques in creating a solution to a brand communication problem, present oral, written and visual narratives to be used in brand communication.
Course Description	Storytelling is considered one of the most influential foundations of humanity. In this course, myths and architypes will be discussed, and narratives will be examined. Using this knowledge, the course will build a bridge between producing narratives and brand communication . During the course, popular films and novels will be analyzed to create a story for the brand.
Related Sustainable Development Goals

Course Category	Core Courses
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation
1	Introduction / Gather by the fire: Roots & relations of storytelling & branding	Klaus Fog, Christian Budzt, Barış Yakaboylu, 2010, Branding Through Storytelling “Storytelling – Branding in Practice”, Springer, ISBN 978-3-662-50023-1
2	Hero’s Journey: Myth and dream, Tragedy and comedy, Hero and the God, World navel / Archetypes	Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0 Thury, Eva M., 2013, Introduction to mythology: contemporary approaches to classical and world myths, Oxford University Press, ISBN 978-0-19-985923-8
3	Hero’s Journey: Call to adventure, Refusal of the call, Supernatural aid, Crossing of the first threshold, Belly of a whale / Analyzing Snow White and the Seven Dwarfs 1937 Full Movie	Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0 https://www.youtube.com/watch?v=0kHOYavm7VY
4	Hero’s Journey: Road of trials, Meeting with the Goddess, Woman as the temptress, Atonement with the father, Apotheosis, Ultimate boon	Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0
5	Hero’s Journey: Refusal of the return, Magic flight Rescue from without, Crossing of the return threshold, Master of the two worlds, Freedom to live	Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0
6	Hero’s Journey: Keys / Presentations (Homework)	Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0
7	Four Dimensions of Brand Storytelling: Framework for Managing and Analyzing Online Brand Stories	Zimand-Sheiner, D. (2024). Four Dimensions of Brand Storytelling: Framework for Managing and Analyzing Online Brand Stories. International Journal of Business Communication, 23294884241261362.
8	Myths and AI / Analyzing Matrix – Part 1 Full Movie	Vogler, Christopher,2020, The Writer's journey : mythic structure for writers, Michael Wiese, ISBN 0941188701 https://www.youtube.com/watch?v=vKQi3bBA1y8
9	Midterm
10	The message, the character, the conflict, the plot.	Klaus Fog, Christian Budzt, Barış Yakaboylu, 2010, Branding Through Storytelling “Storytelling – Branding in Practice”, Springer, ISBN 978-3-662-50023-1
11	In class study on creating brand stories using the methodology of ‘Hero’s Journey	In class study
12	In class study on creating brand stories using the methodology of ‘Hero’s Journey	In class study
13	Presentations (Project)	In class study
14	Presentations (Project)	In class study
15	Semester Review
16	Semester Review

Course Notes/Textbooks

Campbell, Joseph, 1973, The hero with a thousand faces, Princeton/Bollingen, ISBN 0-691-01784-0

Suggested Readings/Materials

Klaus Fog, Christian Budzt, Barış Yakaboylu, 2010, Branding Through Storytelling “Storytelling – Branding in Practice”, Springer, ISBN 978-3-662-50023-1
Thury, Eva M., 2013, Introduction to mythology: contemporary approaches to classical and world myths, Oxford University Press, ISBN 978-0-19-985923-8
Vogler, Christopher,2020, The Writer's journey : mythic structure for writers, Michael Wiese, ISBN 0941188701
Zimand-Sheiner, D. (2024). Four Dimensions of Brand Storytelling: Framework for Managing and Analyzing Online Brand Stories. International Journal of Business Communication, 23294884241261362.

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments	1	15
Presentation / Jury	2	20
Project	1	35
Seminar / Workshop
Oral Exams
Midterm	1	20
Final Exam
Total

Weighting of Semester Activities on the Final Grade	4	55
Weighting of End-of-Semester Activities on the Final Grade	2	45
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	3	5	15
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments	1	10	10
Presentation / Jury	2	10	20
Project	1	25	25
Seminar / Workshop			0
Oral Exam			0
Midterms	1	10	10
Final Exam			0
		Total	128

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	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.	-	-	-	-	-