Persuasive Advertising and Storytelling – STCO 346

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 02/01/2024

Course Description

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 Assignment

Textbook readings and impact videos

Course Requirements Checklist

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

Discussions (4)

Discussions are collaborative learning experiences. Therefore, the student is required to create a thread in response to the provided prompt for each one. 

Video Discussion: Class Introductions

For this discussion, the student is required to create a 2-minute introduction video as his/her thread. In addition, the student is required to reply to at least 2 classmates’ videos. Each reply must be at least 150 words.

Discussions: Non-Video Discussions

For these Discussions, each thread must be at least 300 words 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.

Case Activity Assignments (16)

Each chapter contains homework assignments. Some contain a video to watch before answering questions, while others contain ad images.

Course Project Assignments (3)

Course Project: Summary Assignment

The student will present his/her choice of an organization, product, or service as the focus of his/her Project Paper and Video. The student will then create a narrative that will put an image in the minds of his/her target audience that will advance a growth strategy through getting prospects to take a desired action. This summary must include key components of the student’s plan, including (in 2-3 paragraphs per item): target, demographics, geographics, psychographics, lifestyle, and story.

Course Project: Video Assignment

The student will bring their integrated marketing campaign to life by writing and creating a 30–60-second promotional video, either a conventional commercial or a video meant to be featured online.  This video will be part of an overall integrated campaign that will attract the target market and produce the desired effect.  

Course Project: Paper Assignment

The student will develop a 4–6-page paper explaining how the story/narrative he/she created drives an integrated marketing communication campaign that touches his/her target market and produces the desired effect. This will introduce the student’s integrated marketing communication campaign, detail the competitive environment, and provide the story summary of the student’s plan, describe or “pitch” the promotional video that he/she has come up with as a part of his/her campaign, and articulate his/her personal takeaways (his/her life application), from this assignment. 

Quizzes (3)

Each Quiz will cover the Learn material for the assigned Modules: Weeks. Each Quiz will be open-book/open-notes and will contain 15 multiple-choice questions. There will be no time limit for these Quizzes.

Exam: Final Assignment

As part of this course, the student will complete a cumulative Exam: Final Assignment. This assignment will include 100 multiple choice questions and will not have a time limit.