Multimedia Storytelling

An insight into the module

As part of the Social Media Marketing & Management programme for the 1st semester, students explore multimedia storytelling in a business context. The course teaches the fundamentals of storytelling from the entertainment industry and forges a connection to its usage in business and marketing for brands. Students get to know narrative models and learn from best practices in order to creatively develop their own storytelling campaign for a chosen brand. 

The core of Multimedia Storytelling

Instead of just publishing facts, Multimedia Storytelling is dedicated to presenting content in a way that is emotionally impactful, ensuring that messages truly reach people. The module is about understanding the fundamental narrative frameworks that have resonated with audiences throughout human history from classic storytelling structures like the “Hero's Journey”, which takes audiences through stages of transformation and growth, to the power of character archetypes that tap into universal human desires and motivations. The module explores the essential building blocks of compelling narratives: character development, conflict and resolution, emotional arcs, and the strategic sequencing of information to create tension and interest. Whether you’re shaping a brand narrative or developing a campaign rooted in classic archetypes, applying timeless storytelling principles turns dry facts and data into engaging stories that audiences remember, relate to, and act upon. To sum up, in its core the module answers the fundamental question: How do we turn a message into a memorable story?

Foundations of narrative theory and applied storytelling

At the beginning of the module, students are introduced to the fundamental principles of narrative theory and storytelling. Key learning areas included:

• The Hero’s Journey: This model demonstrates how stories are constructed from universal narrative patterns where a hero transforms through overcoming conflict. By understanding its stages, students learn to build narratives that naturally resonate with audiences.
• Three-act structure: This traditional dramaturgy model establishes tension, progression, and resolution in the classical three acts, forming the basis of many effective stories.
• Archetypes: These describe typical characters and role models that trigger specific associations and emotions within us. These archetypes are consciously used to create a desired image and emotional connection with the audience.
• Other narrative models and dramaturgy basics: In addition to these classical models, students are also introduced to additional narrative concepts to expand their horizon and to get a broad toolset for storytelling. They also learn key principles of dramaturgy and story types through real film examples, gaining insight into how pacing, conflict, turning points, and emotional arcs operate within professional storytelling.

“This course helped me to understand how brands build their own stories and how to tell stories by keeping their essence.”


Paulette Aldas, students Social Media Marketing & Management

From theory to practice

These theoretical foundations provide students with essential knowledge to develop compelling stories and apply them strategically across a variety of communication contexts, from brand campaigns to product presentations. 

They examine how brands use storytelling techniques to shape brand identity and position products in meaningful ways:

• Brand archetypes: Students learn how brands use archetypes in order to connect with their target group and differentiate from competitors.
• Building blocks: Good storytelling campaigns turn meaningful brands into viral experiences by using a compelling hero, a conflict as the driving force, an emotional rollercoaster and shareable elements.
• Campaign types: Students get to know various types of campaigns and best practices where brands use different media channels and media types as well as different degrees of interaction and collaboration with audiences.

Building on theory and lots of case examples, students engage in multiple practical exercises throughout the semester to apply and deepen their understanding of the module’s key concepts. They work on analysing real ad campaigns, exploring different story types, and examining brands to understand how narrative structures and archetypal frameworks are applied consistently across touchpoints. These activities allow students to translate theoretical knowledge into practical skills, strengthen their analytical and creative abilities, and gain confidence in crafting stories that are coherent, emotionally engaging, and strategically aligned.


For the semester’s final project, students synthesise all their learning by developing a complete storytelling campaign for a brand of their choice. They define the brand’s core values, narrative premise, hero, archetypes, conflict, and target emotions, creating a full narrative and a corresponding communication strategy. This capstone assignment offers a realistic simulation of the complexity, creativity, and strategic thinking required in professional brand storytelling.

“I really enjoyed this module, as it changed the way I approach media and made me more intentional about how I communicate ideas. It sparked my interest in learning more about how people are psychologically influenced by media content, including storytelling approaches and story structures.”

Anita Dimitrova, student Social Media Marketing & Management