Don’t you love a good story, exciting, engaging and immersive? In an era of ‘digital diarrhea’ brands are struggling to connect with customers via diverse touch points as well as variety of content formats. Every year marketing professionals are relying on overview of latest trends in digital marketing, that is, highlighting popular social media channels customers are engaging with and the types of content customers can interpret best. Keeping up to date with changes and latests developments is good practice. However, there is something you can learn to ensure your content and digital marketing success: the science and art of storytelling.
- Review role of content in digital marketing and branding practices
- Focus on science of storytelling: theories of Stimulus-Organism-Response and emotional connection
- Focus on art of storytelling: Anthropology of Play.
This course aims to reconsider your views on content marketing, central part of digital marketing and branding. Drawing on examples of UK and international brands, it will demonstrate how powerful content and story can drive success of digital marketing and branding. The session will involve interactive activties with opportunity for you to construct powerful stories for your brands, using theoretical underpinnings introduced during the workshop.
Dr Elvira Bolat is a Senior Lecturer in Marketing at the Faculty of Management. She has led BU’s first cross-faculty degree, BSc (Hons) Marketing, and is currently a Global Engagement Leader at the Department of Marketing, Faculty of Management - responsible for driving BU's and Department's global agenda. Her teaching, research and consultancy work is focused on digital marketing. She is active member of the Institute of Direct and Digital Marketing (IDM) and has recently accredited a suit of Faculty of Management and Faculty of Media and Communications programmes by IDM. Her recent consultancy project has covered digital marketing planning and implementation for Dr Jackson's (as part of the Grads for Growth EU-funded scheme), marketing communications campaign for Kudu Clothing and digital marketing consultancy for Eat Pho Ltd.
Half-day course fees: £70
Discounts apply for multiple course bookings:
- Two half-day courses on the same day: £130
- One week of half-day courses: £595
- All half-day courses: £995
- All masterclasses & half-day courses: £1295