PRAO4037 Narrative and Brand Storytelling (3 units)

Prerequisite:

Year 3 standing or above

Medium of Instruction:

English

This course explores how brands are using storytelling to build their brand image and create emotional connection with their customers.  Students will understand the concepts and narrative techniques used in strategic brand/organisation communications, with an emphasis on emerging areas of  brand building, digital content, and advertising.  Students will also have hands-on experiences in analysing examples of real-life stories and developing their own narrative storytelling.