Transmedia Storytelling for Branding and Marketing (Online)

This interactive, inspiring course will introduce you to transmedia storytelling and multiplatform writing as a strategy for branding and marketing. Transmedia storytelling is a new form of communication, made possible by the emergence of social media and digital platforms, and it offers forward-thinking marketers a new opportunity to reach and engage audiences...

Taught by: Robert Urquhart.

Description

This interactive, inspiring course will introduce you to transmedia storytelling and multiplatform writing as a strategy for branding and marketing. Transmedia storytelling is a new form of communication, made possible by the emergence of social media and digital platforms, and it offers forward-thinking marketers a new opportunity to reach and engage audiences.

Transmedia stories are told across multiple platforms, and are designed to develop over time, engaging audiences in ongoing conversations where they participate and interact with key narratives (e.g. corporate social responsibility, advocacy, brand lifestyles, etc.). These ongoing stories give marketers powerful opportunities to persuade, promote, and develop loyalty and engagement with target audiences.

In this course, you will learn how to use transmedia storytelling, either as a campaign leader, or as a commissioning manager. You will learn how to develop a story that can be told on many platforms, leveraging each platforms’ unique advantages, and incorporating user generated media and user engagement tools. You will learn how to produce media content for publication. And you will also learn how to write briefs which will allow you to commission these services effectively, from agencies or internal suppliers. 

This course will be taught over University of the Arts London's online platform. Each session time is UK time (please check the local time when you book). To find out more about how online courses are taught please visit our dedicated Online Courses page. 

Topics Covered

  • How to develop a transmedia storytelling strategy
  • Transmedia storytelling for branding, marketing and advocacy
  • Identifying concepts which work in this format
  • Developing stories across platforms 
  • Social media and digital technology as applications for ideas
  • Audience involvement, participation, and persuasion
  • Writing and producing content for different platforms
  • Transmedia briefs 
  • Producing media content and launching it on social media 
  • Pitching ideas and portfolio presentations 

Course Outcomes

By the end of this course you should be able to:

  • Understand the fundamentals of transmedia storytelling 
  • Identify and evaluate the components of effective transmedia campaigns 
  • Develop a transmedia brief and respond to it with confidence 
  • Produce content and launch it on social media  

Who Should Attend
Those working in or studying advertising, marketing, PR, or fundraising wishing to see how transmedia storytelling is transforming advertising.

Level
Beginner: You do not need any prior experience in this area. 

Follow Up Courses
After you have completed this course you may be interested in learning more about advertising and marketing in Creative Thinking for Advertising, or Social Media Marketing.


This course is also available as a classroom course: Transmedia Storytelling.


Tutor information

Robert Urquhart is an editor-at-large, copywriter and strategic consultant, and a lecturer on BA (Hons) Design Management and Cultures at London College of Communication.

Robert studied fine art before moving in to sound design, producing sound effects for animations on Channel 4 Learning.

Robert then went on to curate an art gallery and hosted music events. From there he moved into large-scale music festival production, as well as research and development for
technology start-ups in London.

In 2005, Robert started writing for design magazines and working in viral advertising as a copywriter working on campaigns for Skype, Activision and Samsung.  Bringing skills in storytelling, production and knowledge of design together, in 2010 Robert worked for the London Design Festival heading up the new online vision.

Since then Robert has travelled a lot, lectured, written as a freelance journalist and futurist for many of the world's leading design press, worked as a copywriter and, latterly, as a strategic consultant working with product designers, marketeers and architects. 
Robert won a D&AD bronze award in 2012.

roberturquhart.com
@robert_urquhartwww.roberturquhart.com
  |  @robert_urquhart

Details for booking

DateDay of WeekTimeDurationCostStatusLocationAction
18/10/2016 - 06/12/2016Tuesday13:00 - 15:008 Weeks£599Available Online Add to Basket