Journalistic Storytelling for Marketing
Learn to harness journalistic storytelling techniques to craft captivating brand narratives that engage audiences across various marketing channels.
About Course
Narrative-based marketing resonates better with modern audiences than traditional messaging by crafting engaging brand stories. By integrating journalistic storytelling techniques, brands create compelling narratives that captivate consumers and enhance communication strategies.
This 2-day course teaches learners what makes for a captivating story, and how to apply journalistic principles to brand storytelling and connect businesses with their target audience.
It draws upon the principles of journalistic writing to equip learners with specific written communication techniques to apply in content creation for publications, websites, and social media.
At the end of the course, learners will be equipped with the fundamentals of narrative-based marketing and be able to demonstrate the strategic use of storytelling to capture audience attention around a brand, product, or campaign message.
Programme Partner
This course is a collaboration with OFFSHOOTS ACADEMY by TUBER.
Skills you’ll gain
Leadership and Communication
Business Management
Who Should Attend
This course is ideal for professionals in the fields of:
Editorial content creation
Content marketing
Copywriting
Social media marketing
Public relations, advertising and media relations
Corporate communications
Marketing communications
Branding and publicity
Learning Outcomes
Day 1
- Identify principles of effective writing and apply these principles in copywriting
- Acquire skills in visual literacy
- Apply journalistic principles to write an engaging story
- Use storytelling to promote a product
Day 2
- Understand and apply news values
- Understand and evaluate ethical journalistic practices
- Execute journalistic style writing
- Plan and conduct interviews with relevant sources to tell a newsworthy story
- Promote a product using storytelling
Teaching Team
Felix Cheong Seng Fei
Lecturer, writer and poet
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Sabrina Chua
Director, Corporate Communications, Singapore Institute of Technology
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Course Details
Certificate and Assessment
A Certificate of Attainment will be issued to participants who:
- Attend at least 75% of the course
- Undertake and pass non-credit bearing assessment during the course
Participants who meet the attendance requirement but do not pass the assessment will receive a Certificate of Participation.
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Fee Structure
The full fee for this course is S$3,270.00.
| Funding Category | Eligible Funding | Course Fees Payable After Funding |
|---|---|---|
| Singapore Citizen (Below 40) | 70% | S$981.00 |
| Singapore Citizen (Above 40) Funded under SkillsFuture Mid-Career Enhanced Subsidy (MCES) | 90% | S$381.00 |
| Singapore PR / LTVP+ Holder | 70% | S$981.00 |
| Non-Singapore Citizen | Not Eligible | S$3,270.00 |
Note:
- All fees above include GST. GST applies to individuals and Singapore-registered companies.
For Organisations
Interested in this course for your business or team?
Tailored to your organisation's specific training needs, we can help you design and develop custom courses to grow key talent and build specialist expertise to meet the future demands of work.
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