Coursera

Storytelling / Re-brand your Brand (Coursera)

Offered by Universidad de Palermo,

In this fascinating online course you will be able to explain the concept of storytelling, how can be used on any organization or personal brand. Also, you will acquire the tools to create brand stories through traditional and new media communication channels. By taking this course, you will be able to critically evaluate the utilization of narrative strategies across different sectors and genres and apply a storytelling method to a practical project.

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To succeed in this course, you should be a professional with at least 2-3 years of experience in an organizational setting. Having specific experience in a design role or working with designers will be helpful.
By the end of this course, you will be able to:

Interpret the need for stories on the human brain.
Identify the key concepts that make a story memorable.
Differentiate between tactical and strategic storytelling.
Apply the concept of attention economy.
Identify what is needed in order to create a story with numbers.
Identify what kind of visual aid is important to communicate our story.
Recognize what is needed in any organization to create a narrative.
Distinguish different kind of stories and narrative that applies to brands.

Course 4 of 4 in the Business Innovation and Digital Disruption Specialization.

Syllabus

WEEK 1
What is Storytelling?
Understand what storytelling is and what is not, the need of all human being to be told stories and how this can be used from a business point of view.

WEEK 2
Strategic Storytelling
For any brand, it is imperative to go beyond a simple comercial or gimmick. In this module we will learn the techniques to communicate strategically meanwhile embracing new rules and strategies for the digital age.

WEEK 3
Data Storytelling
Sometimes narrative are not stories but the stories that are told by numbers.

WEEK 4
Brand Storytelling
A brand could be a commercial object or even a person. How do you create the story that goes with it?

Go to Class

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