Tallinn Summer and Winter School
Winter Course in Storytelling in Marketing
Tallinn, Estonia
Course
DURATION
5 days
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
EARLIEST START DATE
STUDY FORMAT
On-Campus
Key Summary
Winter Course in Storytelling in Marketing is a 5-day practical course on cross-media storytelling in marketing with the primary goal of equipping marketing enthusiasts or specialists working in SMEs with the knowledge of storytelling aspects of marketing and teaching them how to create multi-platform marketing projects.
Why this course?
- Stories are integral parts of our lives, this course prepares the participant to both critically understand the marketing strategies around them as well as to join the conversation
- Advance your professional knowledge through the process of creating a marketing narrative expanding as a cross-media project from idea to pitch
- Unlike traditional lectures, this course provides a hands-on approach to storytelling marketing. Through interactive projects, you'll learn to work on real-world marketing campaigns from start to finish, making you better prepared for practical application in your career
- The group project component focuses on collaborative skills, which are essential in any marketing team environment. Additionally, you;ll gain experience in preparing and delivering a pitch, a valuable skill for presenting ideas to stakeholders and securing buy-in for your projects
People who professionally work in a SME at a position where they are required to conduct marketing activities or people who are interested in tying their future with creative marketing, yet lack the prior knowledge and experience to work with marketing projects. Size limit of the group is 15.
Prerequisites: a basic familiarity with search engines, basic knowledge of social media platforms, basic skills in presentation techniques, and interest in creative marketing.
Credit points
2 ECTS
Students will be awarded 2 ECTS points and a certificate of completion upon full participation and completion of course work.
Timetable
Classes take place from Monday to Friday 10:00-13:30.
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The course is divided into four parts.
Introduction to Crossmedia:
Introduction to the origins of cross-media and related terms. Crossmedia is a practice of telling stories. Platforms and the specific characteristics.
Marketing and social media:
Basics of marketing and related terms. Crossmedia in service of marketing. Social media and the specific characteristics. Target audiences. How to use both participatory culture as well as digital marketing to reach the target audience.
Storytelling:
The art of telling stories, finding ideas, development, application. Creating engaging narratives. Different stories, structures and platforms in transmedia storytelling.
From Idea to Pitch:
Participants get to work with group projects to teach how collaboration and communication happen among cross-media marketing creative teams to prepare a cross-media project for a product or a service and how to present it to potential stakeholders. The knowledge can later be applied to individual projects.
