STCO 346 Persuasive Advertising and Storytelling

This course focuses on the communication principles and communication strategies that augment growing the image of an organization, its products and services. Emphasizes the persuasive application of story-telling and narrative communication techniques. (Formerly COMS 346)

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.

The number of choices that consumers have has exploded over the last decade. More than ever, brands must engage with potential consumers, organizations with potential affiliates, non-profits with potential donors, etc. How do you get through to your audience and move them from the point of awareness to the point of engagement and purchase? This is the main question that this course addresses by providing an overarching communication solution through an emphasis on creative storytelling and strategic narratives. You will learn and practice different approaches to creating tactically integrated narratives that produce focused growth for both for-profit and non-profit organizations.

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overviews.

Discussions (3)

Discussions are collaborative learning experiences. Therefore, the student is required to create a thread in response to the provided prompt for each one. For these Discussions, each thread must be at least 300 words, include at least 1 scholarly citation from the course textbooks and at least 1 biblical principle in current APA format, and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to at least 2 classmates’ threads. Each reply must be at least 150 words and include at least 1 scholarly citation from the course textbooks or 1 biblical principle in current APA format. 

Brand Analysis and StoryBrand Principles Assignments (4)

The student will complete 4 Brand Analysis and StoryBrand Assignments in this course. Each Brand Analysis and StoryBrand Assignment will comprise of three parts: StoryBrand Framework, Brand Analysis, StoryCraft Application addressing specific StoryBrand principles. The student will choose two brands: one brand implementing the Module/Week’s StoryBrand principles, and one that does not. The student will then design a PowerPoint presentation. Each assignment will contain 3 PowerPoint slides, a 300-word summary of the student’s recommendations, and a minimum of 2 citations in current APA format.

Final: Brand Guide and BrandScript Assignment

Get ready to build a powerful brand story using the StoryBrand Framework! In this assignment, the student will explore the framework, analyze a brand, and develop a strategic marketing plan based on its core message. This assignment includes a minimum of 14 PowerPoint slides. The student will create a BrandScript for a fictional brand or small business of his/her choice. The student will work through the 7-part StoryBrand Framework. At least 2 citations must be included in current APA format. 

Short Paper Utilizing AI: Decoding the Contagious Effect Assignment

John Berger’s book, Contagious, dives into the science behind why certain ideas, products, and behaviors become wildly popular. In this assignment, the student will put Berger’s principles into practice by analyzing a contagious phenomenon and applying his framework to explain its success. This assignment requires the use of AI to generate ideas, and a 300-word analysis in current APA format of a recent trend, product launch, social media campaign, or even a viral video that has captured widespread attention. A minimum of 2 citations must be included.