Organizational Storytelling

Catalog description

This course examines the power and potential of narrative as a communications strategy for organizations in the 21st century with special emphasis on the digital landscape. Students will gain insights into the theory, history, and application of storytelling as a form of persuasion, specifically as used in a variety of strategic communications disciplines, including integrated marketing communication, reputation management, employee engagement, and investor communications. Students will attain hands-on skills in copy writing, media pitching, visual communications, video production, and narrative analysis. Particular attention will be paid to the ways digital tools are (re)shaping how we tell organizational stories.