Course overview
This course introduces key theories and concepts related to image building, branding and narrative communication strategies. Throughout the course, students explore the capacities, affordances, and constraints of social and digital media for both personal and brand-focused strategic narrative communication, unpacking the ways these technologies facilitate connections to audiences. The course introduces fields such as narrative theory, audience research, organisational communication, internet studies, and identity theory, and puts key ideas to work through both critical and creative practice.
- What is "image'? What is 'brand'? what is 'narrative'?
- "Identifying the story Corporate brands as narratives Digital-first identities as brand stories Student Showcase "
- "Designing online stories Strategic cross-platform storytelling Evaluating strategic narratives Course Summary"
Course learning outcomes
- articulate and apply key theories and concepts related to image building, branding and narrative communication strategies
- evaluate an example of online branding activity by an individual, business, or group in relation to key theories and concepts introduced in the course
- use relevant concepts to design strategic narratives in support of specific types of brand image
- collaborate with peers to describe and analyse online content to demonstrate understanding of key ideas