| Code |
16115
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| Year |
1
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| Semester |
L0
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| ECTS Credits |
2
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| Workload |
OT(34H)/TP(20H)
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| Scientific area |
Comunicação
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|
Entry requirements |
N.A.
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Learning outcomes |
This course aims to provide theoretical and practical tools necessary for the development of stories that humanise brands based on concepts such as Storytelling, Communication Archetypes, Branded content and Transmedia, in a scenario of digital multiplatforms
General objectives: - Introduce the potential of Storytelling as a narrative capable of generating attention, visibility and engagement; - To use branding to build brands' stories; - To design engaging stories in the digital environment with the purpose of humanising brands; - Enable the identification and development of brand communication archetypes; - To think the content for digital social networks based on intelligent concepts such as branded content, product placement and guerrilla marketing; - Explore the potential of a multiplatform scenario to tell stories adapted to the most varied digital social networks;
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Syllabus |
1. Storytelling as a narrative resource for brands
2. Branding and Story Brand
3. Communication Archetypes
4. Content Marketing
5. Convergence culture: transmedia content
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Main Bibliography |
Jenkins, H.; Ford, S.; Green, J. (2014). Cultura da conexão: criando valor e significado por meio da mídia propagável. São Paulo: Aleph
Mark & Pearson (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes.
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Language |
Portuguese. Tutorial support is available in English.
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