Course testimonial from WVU IMC graduate, David Hazelton:
“This elective course depicts branding in a way other IMC courses do not. It looks beyond the typical brand elements and more deeply explores the way in which brands exist in the minds and hearts of their consumers. The stories that connect a brand emotionally to the audience are at the center of the course’s subject matter, and comparisons to popular films make the material easy to understand. Having the opportunity to deconstruct television commercials shot by shot provides great insight when the time comes to write your own script, and tell the story of a brand you select. The script produced as the final project for this class can easily be the foundation for a future video. Learning how to present these ideas in a format that is suitable for client review and approval is an immediately applicable take-away from this class.”
Course DescriptionStudents will design a brand for a product or service and express that brand as a video for the Web. This course will provide guidelines for how to create a movie that reaches the desired audience and can be shared via social media.
Course Learning Outcomes
Upon successful completion of IMC 634, students will be able to:
- Grasp the deep connection between storytelling and marketing.
- Report to a client in a way that clarifies your and the client’s understanding of a marketing communication.
- Design a marketing communication plan and write a production-ready script.
|Topics in this course may include:|
|Elements of Storytelling
|Find the Songbird
|An Offer They Can’t Refuse
|The Concept Paper
|The Shooting Script
|The Paper Edit
|The Rubber Meets the Road
|Get it Done|
This information was taken directly from the syllabus of this IMC course.
While it is our intent to supply students with an accurate overview of the class,
please note that the information was used in a previous session and, thus, is
subject to change without notice.