IMKTSEM9 - Storytelling for Social Good

Course Description

*** In accordance with university-wide precautionary measures to address COVID-19 virus outbreak, this course will be offered virtually through our web-conferencing platform, Zoom and supported by our Learning Management System, Canvas. Course access information will be shared in the course welcome email. Course dates and times remain unchanged. ***

Regardless of changes in technology, storytelling has always been at the heart of marketing and the heart of the human experience. In Storytelling for Social Good, students will learn how to harness storytelling to capture audiences’ attention, build trust, and spur action. We’ll examine the neurological, psychological, and historical foundations of storytelling, and why those matter in the digital age. Students will explore storytelling tactics and techniques, including visual storytelling, influencer marketing, and user-generated content. Most importantly, we’ll develop storytelling strategies for our brands and organizations, and walk away with a clear vision of the stories we need to tell and why, how to gather them, and how to measure their impact.

This course is designed to improve the storytelling ability of anyone working in marketing communications, but will be particularly useful to those in socially conscious businesses and nonprofit settings.