The Art of Storytelling: How to Connect with Audiences

In this Bey Atelier in Storytelling, you will learn to master this narrative tool to create stories of value that can drive a marketing strategy through advertising, copywriting, branding and corporate leadership. This course is based on my final master's thesis from the Autonomous University of Barcelona where I carried out extensive research on storytelling in the development of brands, companies and advertising. This course is divided into 3 modules that will allow you to learn how storytelling works for marketing, advertising, brand development and the creation of fiction stories.

MODULE IIn the first Module you will learn the fundamentals of storytelling so that step by step you can understand the rules that will lead you to connect with audiences and customers in an assertive way thereby influencing their actions. In adittion, you will learn how important storytelling is for marketing, understanding how emotion and persuasion are elements directly connected to stories. MODULE IIIn the second module you will learn the different types of strategic stories used by big brands in advertising.

Additionally, what drives the purchase intention in customers. You will learn how the central story of a brand is created through storytelling. The human attention process is essential to understand stories and you will learn about it in this module so that you know how audiences read our stories.

On the other hand, you will learn about storytelling and learning so that you know how this narrative strategy allows students to capture and understand a greater amount of complex content. In addition, you will know what myths exist about storytelling so that you do not use it in the wrong way in your marketing strategies. MODULE IIIFinally in the third module you will learn the basic elements of storytelling for the creation of movies.