A key part of the course is the story classes is the StoryBank App, an iOS application that allows students to take photos of small stories in daily life, and then write a short story about the moment, and finally rate it on how they felt in the moment. These moments are a living data set to serve as a resource for developing insights around what are the most important stories we find in day to day life.
Jennifer Aaker | MKTG 355, 4 Units, Letter grade | Tu 10:00-11:30am + Lab on Thursdays from 10:00-11:30am
How to Tell a Story
How do you tell a story? This question becomes important for leaders of companies, who often only need to act as an editor - shaping the stories told by employees and customers – to align with shared vision. And it becomes important as you craft a marketing campaign. A good story is not enough. It must be well told. In this seminar, we will break down the basic elements of storytelling, elucidate the power of the verbal as well as the visual, and discuss how story-telling helps build brands and organizations. For the final project, you will tell a story about (a) your organization, (b) your brand, or (c) you. By creating powerful stories and then communicating them in your own uniquely human way, you'll see how causes, careers and businesses can gain momentum.
The Power of Stories in Business
Marketing as both a discipline and in practice is much broader and more important than ever before in promoting products, services, and brands at the local and global levels. This course acknowledges that many of you have some familiarity with marketing, while others have deep functional expertise. Therefore, this is not a traditional theory-based, core Marketing course. Rather, the course is aligned with the enhanced focus of the revised Sloan curriculum, namely to teach you - as experienced executives - specific actionable tools that will further strengthen and broaden your leadership impact. By design, this course is experiential and interactive, asking you to draw upon your considerable analytical and creative communication talents.
Re-Imagining Marketing: The Power of Stories
In today’s world, marketing is more than advertisements, and building a brand requires more than a logo and a catchy slogan. Today, building a brand means in part telling a compelling story and creating participatory environments. This skill is especially important if you are a new venture trying to build a reputation, grow and innovate. Growth or innovation requires not only a big idea, but also stakeholder buy-in and action. Story can fuel this buy-in by creating a clear picture of what is and what could be for everyone from employees, to customers, to investors and the media. When the stakeholder becomes part of the story, they are more likely to act. To involve stakeholders in a brand’s story, that brand must create participatory environments. In this course we will focus on the four critical components of a marketing campaign that creates this participatory environment. First, focus on one clear goal that is actionable and measurable. Second grab attention to your campaign by doing the unexpected, triggering a visceral response, or providing a visual hook (e.g., Apple’s white iconic feel, Coke’s ownership of red). Third, tell an engaging authentic story that makes an emotional connection and which can be shared across media channels. Fourth enable others to take action toward your goal by participating and spreading the word in ways that are easy and fun. Finally, we’ll explore how you can begin to understand whether your story or campaign had impact and how you can determine the ROI. Get ready to tell stories and move people to action in nine short sessions