STCO 346 Persuasive Advertising and Storytelling

The number of choices that consumers have has exploded over the last decade. More than ever, brands must engage with potential consumers, organizations with potential affiliates, non-profits with potential donors, etc. How do you get through to your audience and move them from the point of awareness to the point of engagement and purchase? This is the main question that this course addresses by providing an overarching communication solution through an emphasis on creative storytelling and strategic narratives. You will learn and practice different approaches to creating tactically integrated narratives that produce focused growth for both for-profit and non-profit organizations.

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overviews.

Discussions (3)

Discussions are collaborative learning experiences. Therefore, the student is required to create a thread in response to the provided prompt for each one. 

Discussions:

For these Discussions, each thread must be at least 300 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to at least 2 classmates’ threads. Each reply must be at least 150 words.

Brand Analysis and StoryCraft Principles Assignments (4)

You will complete four Brand Analysis and Story Craft Assignments in this course. Each Brand Analysis and Story Craft Assignment will comprise of three parts: StoryBrand Framework, Brand Analysis, StoryCraft Application addressing specific StoryBrand principles. You will choose two brands: One brand implementing the Module/Week’s StoryBrand principles, and one that does not. You will then design a PowerPoint presentation Each assignment will contain 3 PowerPoint slides and a 300 word summary of your recommendations.

Brand Guide and BrandScript Final Assignment (1)

Get ready to build a powerful brand story using the StoryBrand Framework! In this assignment, you’ll explore the framework, analyze a brand, and develop a strategic marketing plan based on its core message. This assignment includes a minimum of 14 PowerPoint slides. You will create a BrandScript for a fictional brand or small business of your choice. You will work through the 7-part StoryBrand Framework.

Short Paper: Decoding the Contagious Effect Assignment (1)

John Berger’s book, Contagious, dives into the science behind why certain ideas, products, and behaviors become wildly popular. In this assignment, you’ll put Berger’s principles into practice by analyzing a contagious phenomenon and applying his framework to explain its success. This  assignment requires a 300 word analysis of recent trend, product launch, social media campaign, or even a viral video that has captured widespread attention.