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Strategic Storytelling:Maximum Impact in Digital World™

at Columbia Business School - Morningside Heights

(9)
Course Details
Price:
$3,750 3 seats left
Start Date:

Thu, Nov 21, 8:30am - Nov 22, 5:30pm (2 sessions)

Next start dates (2)

Location:
Morningside Heights, Manhattan
3022 Broadway Uris Hall
Btwn W 116th & W 120th Streets
New York, New York 10027
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Description
Class Level: All levels
Age Requirements: 21 and older
Average Class Size: 25

What you'll learn in this digital marketing course:

Storytelling has always been central to human experience – it's how we explain and make sense of the world. But today, as media-savvy audiences begin to tune out advertising messages while searching for ever-more-immersive entertainment experiences, the way businesses and professionals need to communicate is changing. Led by best-selling author Frank Rose and offered in partnership with Columbia University School of the Arts, Strategic Storytelling introduces the concept of “story thinking” and shows how it can be used to achieve maximum impact in a digital world.

Story Thinking
As a member of Columbia University School of the Arts’ Digital Storytelling Lab, Rose is helping to pioneer a new understanding of narrative and its role in the digital age. Research in neuroscience and cognitive psychology has shown that stories are typically more effective at changing people’s minds than rational argument. This means that people — leaders in particular — need to view the world in narrative terms, not as a thesis to be argued or a pitch to be made but as a story to be told. Because stories provide a structure for reality and a key to understanding, because they play to the emotions and rely upon empathy, story thinking is a powerful tool.

Strategic Storytelling builds on these insights to show how story is used by entertainment industry professionals, by leading brands, by B2B providers, and by non-profits—and what each of these can learn from the other. Over the course of two days, you will engage in a mix of deep learning and hands-on workshops that will leave you with a thorough understanding of the digital media ecosystem as well as the expertise you’ll need to communicate strategically within it.

The Strategic Storytelling Model™: Four Levels of Engagement


You will learn to employ the Strategic Storytelling Model™, a simple suite of visualization tools designed to help manage the complex narrative ecosystems that audiences are coming to expect in a highly interconnected, digital environment. Developed by Faculty Director Frank Rose and Senior Fellow Paul Woolmington, this model shows how a hit television series like The Walking Dead will spawn not only spin-off TV and Web series but also interactive online quizzes, highly participatory multi-player video games, and even real-world experiences like the AMC Zombie School. Together, these four levels form a self-reinforcing network that deepens the connection of existing fans and brings new ones in. This strategy, and the model that describes it, can be applied not just to entertainment properties but to all sorts of communications, including marketing and journalism.


Impact

With every new communications technology, the way we tell stories has changed. Now it is changing again, to a new form that is profoundly different from the one-too-many broadcast model of 20th-century mass media. Digital technology is blurring distinctions between content and advertising, author and audience, fiction and reality, while at the same time provoking new and challenging expectations among audiences and consumers alike. Columbia’s two-day intensive will supply the understanding and context you need to navigate this new world as well as the skills you’ll require to turn these developments to your advantage.


Through a series of lessons, case studies, and highly participatory workshops, this program will explain:

  • The central role of stories in human experience
  • How storytelling is changing in response to transformative technologies and why these technologies are having the effects they do
  • The role of social media in storytelling strategy
  • The need for authenticity and the appeal of user participation.
  • The allure, and the limitations, of virtual reality and other cutting-edge techniques

By the end of the program, you will be equipped to:

  • Express your brand’s or organization’s appeal in narrative form
  • Leverage universal storytelling techniques while embracing new rules and strategies for the digital age
  • Satisfy the desire—particularly strong among Millennials—for immersive experiences and participatory engagement
  • Make the transition from simply telling stories to creating rich and immersive environments that people can enter and make their own

Program Structure

Strategic Storytelling will connect narrative concepts and strategies with actual case studies. Participants will work together in small groups to address real-world challenges that require innovative thinking as well as a thorough understanding of narrative issues and techniques. You will leave with an essential grounding in immersive storytelling strategies as well as a conceptual framework and a set of tools you can put to use right away.


Day 1 begins by delving into the art and science of storytelling—why it’s effective, how it works, why it’s changing today, and what that means for anyone with a story to tell. We look at how Hollywood sells its own stories, showing how movie studios and television networks have moved over time from a highly restrictive and very limited marketing strategy to one that embraces digital media, fan involvement, and immersive participation. We show how this goes beyond story to involve the construction of “story worlds” that people can project themselves into. Finally, we introduce you to a pair of simple yet powerful conceptual frameworks that will enable you to easily visualize the complex narrative ecosystem that such an approach requires.


Day 2 breaks down these techniques into a point-by-point methodology, detailing the role of such key ingredients as authenticity, engagement, and voice. We will show how such strategies have been adapted and deployed by organizations in a wide variety of fields, from entertainment to consumer goods to B2B. Guest speakers from the worlds of media and commerce will explain how they have employed these tools and what pitfalls they have encountered, while a series of hands-on workshops will enable you to put your learnings to the test in real-world scenarios.


Participant Profile

The program is intended for executives and professionals who want to understand the power of immersive storytelling and learn how to leverage its potential in a digital world. The focus is on demystifying digital media and assessing how your project or organization can take advantage of the unique opportunities for narrative engagement it has to offer. 


This will help those in corporate strategy, media and entertainment, brand marketing, B2B products and services, and non-profits and NGOs alike.


Admissions Qualifications

Successful candidates should have managerial experience and responsibilities matching a program’s “Who Should Attend” or “Participant Profile” description. All registrations are subject to approval by Columbia Business School.

Important: 

Program location may vary. While the majority of our programs run on campus, some programs may run off campus in New York City


Still have questions? Ask the community.

Refund Policy
Notification of withdrawal must be sent in writing to CourseHorse. Full refunds can be obtained up to 30 days before the program start date. Due to the costs incurred for program preparation and administration, any cancellations or requests for transfers or deferrals received 30 days or less from the program start are subject to penalty fees as described below. 
  • More than 30 days notice: 0% Cancellation – Transfer Penalty
  • 14 to 30 days notice: 30% Cancellation – Transfer Penalty
  • Less than 14 days notice: 50% Cancellation – Transfer Penalty
Columbia Executive Education, at its sole discretion, reserves the right to limit enrollments regardless of acceptance status. Individuals who have paid tuition but who are deemed ineligible to participate due to such enrollment limitations will receive a refund.

Substitutions:
Requests must be submitted in advance to Columbia Business School Executive Education and will be reviewed on an individual basis, based on participant qualifications and lead time needed for any program pre-work.

Transfers: Transfer requests must be submitted to Columbia Business School Executive Education and must indicate the new dates and/or new program the participant wishes to attend. Transfers are valid only within one year of the original program start date.

Refunds: Any remaining balance of a cancelled program's payment can be applied to another Columbia Business School Executive Education program within one year of the program date. After one year, the balance is nonrefundable.

Full tuition is nonrefundable under these conditions:
  • The registrant or substitute does not enroll in another program within one year of the original start date, and/or
  • The registrant or substitute defers or transfers more than two times.

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Start Dates (3)
Start Date Time Teacher # Sessions Price
8:30am - 5:30pm Frank Rose & Rachel Ginsberg with Several Guest Speakers 2 $3,750
This course consists of multiple sessions, view schedule for sessions.
Fri, Nov 22 8:30am - 5:30pm Frank Rose & Rachel Ginsberg with Several Guest Speakers
8:30am - 5:30pm Frank Rose & Rachel Ginsberg with Several Guest Speakers 2 $3,850
This course consists of multiple sessions, view schedule for sessions.
Sun, Jul 12 8:30am - 5:30pm Frank Rose & Rachel Ginsberg with Several Guest Speakers
8:30am - 5:30pm Frank Rose & Rachel Ginsberg with Several Guest Speakers 2 $3,850
This course consists of multiple sessions, view schedule for sessions.
Fri, Nov 13 8:30am - 5:30pm Frank Rose & Rachel Ginsberg with Several Guest Speakers

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Questions & Answers (1)

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Question from Patricia T.
Hello, I would like to know if there are any special prices for non-profits.
Answer from Brenda L. CourseHorse StaffCourseHorse Staff
Hi Patricia! Currently, we don't have special prices for non-profits but if you are an NY resident and has NYC ID, you can get a discount by signing up here: https://coursehorse.com/idnyc. Hope this helps!
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Reviews of Classes at Columbia Business School (9)

(9 Reviews)
Strategic Storytelling:Maximum Impact in Digital World™
Reviewed by Anonymous on 6/15/2019
Strategic Storytelling:Maximum Impact in Digital World™
Reviewed by caitlin m. on 10/16/2015
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