This teaching unit will be given in the Marketing & Advertising program. It prepares the student to learn all about the depth and meaning of a brand’s story and how to turn its story into a selling tool and use it in the marketing and communication strategies and tactics. The course will be divided into 3 sections : -The first one will be theoretical and practical. In this part, we will introduce storytelling and talk about the surfacing of this concept. We will then have an exercise about personal storytelling. -In the second phase, we will tackle storytelling in Marketing and Communication. This phase will be theoretical. We will go over brands who are excellent in using storytelling (i.e. Coca Cola) and brands who do not (i.e. Elie Saab), and analyze the differences of the effect. -In the third phase, the student will learn how to create a brand story from scratch and adapt communication messages to it (from the branding to the design, merchandising, packaging, advertising, …)

Temps présentiel : 17.5 heures

Charge de travail étudiant : 35.5 heures

Méthode(s) d'évaluation : Examen final