Storytelling for High-Impact Marketing

Storytelling for High-Impact Marketing

Course Description

This course enables students to deploy storytelling as a vehicle for reconceptualizing communication as a form of value exchange and thus for shaping how audiences feel, think, and act. Students will engage in authentic case analysis to unpack storytelling components and enhance communication skills. They examine how narrative design structures information into coherent, audience-oriented stories and how such stories amplify engagement intensity and persuasive resonance. As a culminating project, students will produce both individual and collaborative stories that apply narrative techniques and demonstrate communicative effectiveness

Course Objective

Students will develop the following core competences:

CC 1:  Independent judgment and ability to innovate

CC 2:  Professional knowledge and skills

CC 3:  Communicative and team skills

By the end of the course, students will achieve the following course intended learning outcomes (CILOs):

CILO 1: Students will deconstruct storytelling structures in marketing and media contexts, examining how narrative shapes audience perception, emotional engagement, and behavioral response (CC 1 & 2).

CILO 2: Students will apply storytelling principles to transform simple ideas into compelling narratives for persuasive communication, brand storytelling, and personal expression (CC 1, 2 & 3).

CILO 3: Students will present an original story-driven marketing project with a clear target audience, defined message, and coherent narrative structure, demonstrating clarity, consistency, and effectiveness in communication (CC 1, 2 & 3).

Weekly Schedule

Week Course Content Readings
1 Course Overview “The Power of Storytelling in Modern Marketing”
2 Once Upon a Structure Strategic Brand Storytelling, Chapters 1-2
3 Say It, So They Stay Brand Storytelling, Chapter 2
4 Emotional Branding | 1st Story Theme Brand Storytelling, Chapters 3-4
5 Tell a Story Under the SUN “What Is Public Narrative”
6 Deliver It With Strong Presence Find Your Voice, Chapters 2-3
7 Story Spotlight I Find Your Voice, Chapter 4
8 Midterm
9 You Do Not Sell Just the Product Storytelling in Marketing and Brand Communications, Chapter 2
10 Make Stories Meaningful and Actionable Storytelling in Marketing and Brand Communications, Chapters 3-4
11 Leverage Influencers and Audience Stories | 2nd Story Theme “The Role of Digital Marketing in Building Brand Awareness in the Modern Era”
12 Design a Product Story That Sells Brand Storytelling, Chapters 6-7
13 Story Spotlight II Find Your Voice, Chapter 5
14 Develop a Persuasive Point Chapter 6
15 Refine and Pitch Your Final Story Strategic Brand Storytelling, Chapter 5
16 Pitch Your Final Story  

Others

Goyder, C. (2023). Find your voice: The secret to talking with confidence in any situation. Vermilion.

Heath, C., & Heath, D. (2007). Made to stick: Why some ideas survive and others die. Random House.

Mills, M. S. (2025). Strategic brand storytelling: Leveraging narrative for competitive value creation. Routledge.

Moin, M. (2024). Storytelling in marketing and brand communications: Theories and applications. Routledge.

Rodriguez, M. (2023). Brand storytelling: Put customers at the heart of your brand story. Kogan Page.

Grading Policy

Types of Assessment Weighting CCs to Be Addressed CILOs to Be Addressed Descriptions of Assessment Tasks
Stories: 2 Individual Stories 45% 1, 2, 3 1, 2, 3 Two individual stories that demonstrate the application of storytelling principles.
Group Task 10% 1, 2, 3 1, 2, 3 Collaboration for a group story project, focusing on idea integration and teamwork.
Midterm Exam 20% 1, 2, 3 1, 2 Assessment of key concepts and skills  and their application.
Peer Evaluations 10% 1, 2, 3 1, 2 Evaluation of peer contribution, provision of constructive feedback on collaboration, and overall performance.
Attendance and Participation 15% 1 & 2 1, 2, 3 Regular attendance  and active engagement in class discussions, exercises, and storytelling activities.