Storytelling and Data Visualisation 2600-DMzSWDf

The aim of this course is to develop students' skills in creating engaging marketing narratives based on product data and their visual presentation. Students will learn storytelling techniques, data visualization tools, and how to integrate them into brand communication strategies.

• Introduction
o Course outline
o Assessment criteria

• Creating compelling narratives using data
o The role of storytelling in human evolution (Robin Dunbar).
o The universal hero's journey (Joseph Campbell).
o Sales stories (Michael Bosworth).
o The TED personal story model (Richard Saul Wurman – originator of the TED concept).
o Data-driven storytelling (Cole Nussbaumer Knaflic).
o Tools: Canva, Miro, Mural, Storytelling Canvas.

• Modern copywriting and multi-level purposeful communication
o The neurobiology of communication, reward and trust mechanisms (Antonio Damasio, Hilary Scarlett).
o Cultural Codes in Communication (Clotaire Rapaille).
o Sources of Benefit in Advertising Messages (Claude C. Hopkins).
o Cultural Differences in Communication (Erin Meyer, Geert Hofstede).
o Multi-Level Communication (Friedemann Schulz von Thun).
o Effective Titles and Calls to Action (John Caples).
o Technological Tools Discussed: Jasper.ai, SEMrush, ChatGPT.
• Graphic Composition Supporting Narrative and Data Perception
o Gestalt Principles in Visualization Design (Max Wertheimer, Wolfgang Köhler, Kurt Koffka).
o Heuristics and Cognitive Biases in Data Perception (Daniel Kahneman, Olivier Sibony, Cass R. Sunstein).
o Color Symbolism and Their Impact on Emotions (Eva Heller). o Font Language and Their Impact on Perception (Ellen Lupton).
o Best Practices for Data Visualization (Phil Barden, John Caples).
o Technological Tools Discussed: Tableau, Power BI, Datawrapper.

• Building Audience Engagement with Data-Driven Messages
o Emotions and the Emotion Wheel (Robert Plutchik).
o Criteria for the "Stickiness" of Ideas and Data (Chip Heath, Dan Heath).
o Challenger Sale – Setting Challenges in Communication (Matthew Dixon, Brent Adamson).
o Numbers as Emotional Anchors (Chip Heath, Karla Starr).
o Narrative Transport in Data Presentation (Melanie Green, Timothy Brock).
o Technological Tools Discussed: Flourish, Infogram, Mentimeter.