Marketing, PR and Media
Marketing, PR und Medien
6 CPSummerENBeing phased out
Contents
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. The course will cover the following aspects: - Homo Fictus: thinking and living in stories - Fundamental narrative techniques and principles of storytelling - Lessons from Hollywood entertainment - Strategic storytelling for marketing and PR - Perspectives of science on storytelling - Voices behind stories: the politics of storytelling - Good stories: how to build stories that resonate with audiences - Bad stories - Storytelling and social platforms - Storytelling as heritage. 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. The seminar will offer students additional opportunities to engage in practical exercises related to various storytelling techniques.
Learning outcomes
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.
Assessment
The assessment of participants will be weighed as follows: - Three short exercises completed during the seminar 30%; - Final project proposing an original narrative for a heritage site, delivered as final project document 50% (3000 words) and presentation to the class 20% (15 minutes). More specific guidelines on each assignment and information on the evaluation criteria will be provided at the beginning of the course.
Literature (1)
- A list of recommended literature will be provided at the beginning of the course.
Remarks
For more detailed information regarding the structure, specific contents and organisation of the module, please consult the module entry on Moodle.
Source: BTU's module description · retrieved 29 Sep 2026Original