AT 13-001_FA20: Course Alias:
Have you ever had an idea but you did not know how to sell it, how to tell a story about it to gain support for it? This class focuses on the importance of storytelling in successful marketing campaigns. Storytelling is an effective tool used by marketers today in a world that?s overloaded with messages. It enables them to tell a story that's relevant to each specific customer. In particular, the class will review the universal elements of powerful stories to understand how companies and institutions connect with customers and grow. Topics will include learning about capturing attention, engaging an audience, changing minds, inspiring action and pitching ideas persuasively. Inspired by the works of both marketing scholars and practitioners, the class will investigate stories of local institutions and companies.