MKM5231 · Content creation and storytelling for brands

Overview

This unit empowers you to become architects of brand stories that captivate, inspire, and drive action in a rapidly changing marketing landscape. In an era where consumer attention is fragmented, identities are fluid, and social realities are increasingly complex to assess, brands must craft narratives that cut through noise while remaining culturally and contextually relevant. Blending strategic thinking with creative execution, you will learn how to uncover brand truths, shape powerful narratives, and deliver them through the right mix of channels and formats. From long-form storytelling to short-form viral content, the unit explores how authentic, audience-centric storytelling can build cultural relevance and foster enduring connections. You will experiment with content ideation, visual storytelling, and multimedia production while grounding their work in brand strategy, audience insights, and measurable outcomes. By the end of the unit, you will be equipped to design content ecosystems that not only amplify brand presence but also create sustained stakeholder value.

Offerings

The Handbook publishes no offerings for this unit.

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. critically analyse the challenges of content creation in fragmented attention economies and complex social landscapes, and evaluate their implications for brand storytelling
2. design and articulate brand narratives that integrate strategic objectives with cultural, contextual, and global relevance across multiple media platforms
3. apply creative, visual, and multimedia storytelling techniques to develop content ecosystems that engage diverse audiences and foster long-term brand equity
4. assess and measure the effectiveness of brand storytelling initiatives using audience insights, performance metrics, and stakeholder value outcomes.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.