The «Storytelling and Promotion in the Media Space» course teaches students how to transform products, services, and ideas into recognizable brands through narrative—and how to build a living dialogue with their audience. Students master creating content that doesn’t just talk about a project, but builds trust, engages, and drives promotion.
Students learn to define a project’s mission, values, and strengths, and to formulate key messages for various audiences. They master contemporary content creation tools—including neural networks—and adapt a single narrative across diverse formats: social media, blogs, video, audio, media publications, events, and partnership projects.
Throughout the program, students create a series of media materials, study the principles of viral content distribution, master paid and organic promotion channels, learn the fundamentals of advertising campaigns, and become familiar with the legal aspects of communication and reputation management tools in the media landscape.
As part of this course, students will:— develop a communication strategy for the project, defining its mission, values, advantages, and key messages;
— utilize neural networks to create and develop storytelling;
— adapt narratives for blogs and independent media;
— design communications for collaborations and partnership projects;
— create content for social media;
— master storytelling in video formats;
— generate scripts and narratives for audio content;
— prepare materials for media publications;
— design communications for events and happenings;
— study the principles of viral marketing and advertising mechanics;
— select and combine paid and free promotion channels;
— develop advertising campaigns for their own projects;
— become familiar with legislation concerning advertising and intellectual property;
— master reputation management tools within the digital media environment.
Upon completing the course, students will produce a series of illustrated narrative long-reads published on the platform, dedicated to their projects. These materials become part of the project’s digital portfolio, build trust in the product, and support its long-term promotion.