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Storytelling / Re-brand your Brand
  • Level Professional
  • Duration 14 hours
  • Course by Universidad de Palermo
  • Offered by

About

In this fascinating online course you will be able to explain the concept of storytelling, how can be used on any organization or personal brand. Also, you will acquire the tools to create brand stories through traditional and new media communication channels. By taking this course, you will be able to critically evaluate the utilization of narrative strategies across different sectors and genres and apply a storytelling method to a practical project. To succeed in this course, you should be a professional with at least 2-3 years of experience in an organizational setting. Having specific experience in a design role or working with designers will be helpful. By the end of this course, you will be able to: - Interpret the need for stories on the human brain. - Identify the key concepts that make a story memorable. - Differentiate between tactical and strategic storytelling. - Apply the concept of attention economy. - Identify what is needed in order to create a story with numbers. - Identify what kind of visual aid is important to communicate our story. - Recognize what is needed in any organization to create a narrative. - Distinguish different kind of stories and narrative that applies to brands.

Modules

Welcome

    • 1 Videos
    • 2 Readings
    • 1 Discussion
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1 Discussions

  • Introduction

1 Videos

  • Welcome

2 Readings

  • Welcome to the Course
  • Course Methodology and Evaluation

Storytelling and Humans

    • 1 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Formative Quiz: Storytelling and Humans

1 Videos

  • What´s in a Story?

2 Readings

  • An Experimental Study of Apparent Behavior
  • Why Do We Need Stories

Is Everything Content?

    • 2 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Formative Quiz: Is Everything Content?

2 Videos

  • What´s Good Content?
  • Client Empathy as a Storyteller

1 Readings

  • Storytelling Brain

Storytelling and Brands

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 2 Assignment
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2 Assignment

  • Formative Quiz: Storytelling and Brands
  • Summative Quiz: What is Storytelling?

1 Discussions

  • What Is A Good Brand Storytelling?

1 Videos

  • The Myth of the Creative Type. Guest Speaker Interview: Francisco di Paola

2 Readings

  • The Significant Objects Experiment
  • Brands That Get It, Brands That Don´t

Actual Minds, Multiverse Worlds

    • 3 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Formative Quiz: Actual Minds, Multiverse Worlds

3 Videos

  • Welcome To Week 2 and Strategic Storytelling
  • Stories as Algorithms for the Mind
  • Rosser Reves and Coca Cola

1 Readings

  • Actual Minds, Possible Worlds

The Attention Economy Challenge

    • 2 Videos
    • 1 Assignment
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1 Assignment

  • Formative Quiz: The Attention Economy Challenge

2 Videos

  • The Attention Economy War
  • Storythinking as a Framework

Strategic Storytelling vs Tactical Storytelling

    • 2 Videos
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Formative Quiz: Strategic Storytelling vs Tactical Storytelling

1 Discussions

  • Brands With An Aligned Purpose

2 Videos

  • What Remains, What is Changing
  • Purpose and Trends. Guest Speaker Interview: Mariana Jasper

Storytelling in the Age of the Metaverse

    • 2 Videos
    • 1 Readings
    • 2 Assignment
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2 Assignment

  • Formative Quiz: Storytelling in the Age of the Metaverse
  • Summative Quiz: Strategic Storytelling

2 Videos

  • Welcome To The Metaverse: What's Real, What's Not
  • I love Lucy and TV - Lessons Learned

1 Readings

  • Romans, Cathedrals and the Metaverse

How To Tell Stories With Numbers

    • 2 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Formative Quiz: How To Tell Stories With Numbers

1 Discussions

  • Do You Remember a Good Narrative With Numbers

2 Videos

  • Welcome To Week 3 and What is a Story With Numbers
  • Numbers and Presentations: Resist the Temptation

1 Readings

  • Cognitive Load and Visual Perception Principles

Thou Shalt Never Bore the Audience

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Formative Quiz: Thou Shalt Never Bore The Audience

1 Discussions

  • What Good Example of Data Presentation You Remember?

1 Videos

  • You See With Your Brain

1 Readings

  • Focus on Your Audience´s Attention

Think Like a Designer

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
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2 Assignment

  • Formative Quiz: Think Like a Designer
  • Summative Quiz: Data Storytelling

1 Discussions

  • What Are The Challenges You Face With Data and Stories?

1 Videos

  • What Happens at NASA Doesn't Stay at NASA

1 Readings

  • Format, Design, Tables and Pies

Storytelling Whitin the Organization

    • 2 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Formative Quiz: Storytelling Whitin the Organization

1 Discussions

  • We Started in a Garage

2 Videos

  • Welcome to Week 4
  • The Origin Myth and the Hero's Journey

1 Readings

  • The Hero's Journey and Brand Narrative

Content Persona, Storytelling Team and Content Calendar

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Formative Quiz: Content Persona, Storytelling Team and Content Calendar

1 Discussions

  • Did You Try to Create Content (Blog, Video, Reels) and Failed? Why?

1 Videos

  • What is a Content Persona

2 Readings

  • Content and Storytelling Levels in an Organisation
  • Storytelling Team and Content Calendar

We Are All Content Dj's

    • 1 Videos
    • 2 Readings
    • 3 Assignment
Show info about module content

3 Assignment

  • Formative Quiz: We Are All Content Dj's
  • Summative Quiz: Brand Storytelling
  • Summative Quiz: Final Course Assessment

1 Videos

  • Brands That Execute Perfect Stories. Guest Speaker Interview: Mariana Jasper

2 Readings

  • Where Do Stories Ideas Come From?
  • Course Ending

Auto Summary

Enhance your brand through the power of storytelling in this dynamic online course. Ideal for professionals with 2-3 years of organizational experience, you'll learn to craft compelling brand narratives using both traditional and new media. Gain insights into narrative strategies across various sectors and apply them to practical projects. The course covers essential topics like the human brain's need for stories, memorable storytelling concepts, visual aids, and the attention economy. Offered by Coursera, this 840-minute course is available through Starter and Professional subscriptions. Perfect for those in business and management looking to elevate their brand's impact.

Lorena Amarante
Instructor

Lorena Amarante