Inhalte

From neuroscience to Hollywood blockbusters, storytelling is today recognised as the most powerful tool to create narratives, connect with audiences and mobilise people for specific goals. A heritage form in itself, storytelling relies on narrative models and oral traditions that are thousands of years old. In a time of increasing digital communication, it is a strong presence in our lives. From the stories we heard as children, to the stories we read in books, see on screen, hear in songs, choose to believe in our spirituality or post on Instagram, we are constantly surrounded by narratives that engage our emotions and address the human desire to connect with others, to feel part of the story. Powerful storytelling – connecting information with emotion, and delivering a clear message that engages audiences on a personal journey of transformation – is a technique increasingly used in marketing, PR and communication across all sectors. Heritage sites have fascinating stories to tell and could significantly benefit from integrating this technique into their marketing and PR strategies. Based on the knowledge and tools provided in the theoretical input, students will develop an original narrative that could be used in the marketing or PR strategy of a heritage site.

Lernziele

By the end of this course, students will be able to: • Identify fundamental storytelling principles and techniques to create meaningful content for audiences • Understand how stories impact on audiences and what are the scientific perspectives in this regard • Recognise the basic steps of strategic storytelling • Develop an original narrative that could be used by a heritage site in its marketing and PR.

Prüfungsleistung

The assessment of participants will be weighed as follows: • Online exercises based on the lecture contents 40% (via the Moodle course entry); • Final project proposing an original narrative for a heritage site: 3000 words (to be submitted via the Moodle course entry or by email) and presentation to the class: 15 minutes (via an online conference platform). 60% More specific guidelines on each assignment and information on the evaluation criteria will be provided at the beginning of the course.

Literatur (1)

A list of recommended literature will be provided at the beginning of the course.

Bemerkungen

This module will be offered entirely online and will rely exclusively on asynchronous elements (pre-recorded video materials, digital reading materials, online activities in response to lecture contents).More information and regular updates will be posted in the module entry on Moodle.

Module

Marketing, PR and Media (Online)

Inhalte

Lernziele

Prüfungsleistung

Bemerkungen