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“I tell stories to jurors in the context of representing business people accused of serious federal crimes. I cannot begin to say how much you taught was directly applicable to my work environment.”
– Past Participant John Lauro, Attorney and Owner, Lauro Law Firm
Storytelling has always been central to human experience – it's how we explain and make sense of the world. But today, as media-savvy audiences begin to tune out advertising messages while searching for ever-more-immersive entertainment experiences, the way businesses and professionals need to communicate is changing. Led by best-selling author Frank Rose and offered in partnership with Columbia University School of the Arts, Strategic Storytelling reveals the essential elements of any story and explains how to assemble these elements for maximum impact in a digital world.
As a member of Columbia University School of the Arts’ Digital Storytelling Lab, Rose is helping to pioneer a new understanding of narrative and its role in the digital age. Strategic Storytelling builds on this to show how story is used by entertainment industry professionals, by leading brands, by B2B providers, and by non-profits—and what each of these can learn from the other. Over the course of two days, you will engage in a mix of deep learning and hands-on workshops that will leave you with a thorough understanding of the digital media ecosystem as well as the expertise you’ll need to communicate strategically within it.
The Strategic Storytelling Model
You will learn about the Strategic Storytelling Model, a simple suite of visualization tools designed to help manage the complex narrative ecosystems that audiences are coming to expect in a highly interconnected, digital environment. You will learn how to apply this model to all sorts of communications, including marketing, entertainment, and journalism.
To learn more, download “The Power of Immersive Media” by Frank Rose from Strategy + Business.
Please Contact Us
Please contact our Learning Solutions Specialists at 212-854-3395 to learn more.
With every new communications technology, the way we tell stories has changed. Now it is changing again, to a new form that is profoundly different from the one-too-many broadcast model of 20th-century mass media. Digital technology is blurring distinctions between content and advertising, author and audience, fiction and reality, while at the same time provoking new and challenging expectations among audiences and consumers alike. Columbia’s two-day intensive will supply the understanding and context you need to navigate this new world as well as the skills you’ll require to turn these developments to your advantage.
Through a series of lessons, case studies, and highly participatory workshops, this program will explain:
- The central role of stories in human experience
- How storytelling is changing in response to transformative technologies and why these technologies are having the effects they do
- The role of social media in storytelling strategy
- The need for authenticity and the appeal of user participation.
- The allure, and the limitations, of virtual reality and other cutting-edge techniques
By the end of the program, you will be equipped to:
- Express your brand’s or organization’s appeal in narrative form
- Leverage universal storytelling techniques while embracing new rules and strategies for the digital age
- Satisfy the desire—particularly strong among Millennials—for immersive experiences and participatory engagement
- Make the transition from simply telling stories to creating rich and immersive environments that people can enter and make their own
Upon completion of this program, you will earn one day towards a Certificate with select alumni and tuition benefits. Learn more.
Strategic Storytelling will connect narrative concepts and strategies with actual case studies. Participants will work together in small groups to address real-world challenges that require innovative thinking as well as a thorough understanding of narrative issues and techniques. You will leave with an essential grounding in immersive storytelling strategies as well as a conceptual framework and a set of tools you can put to use right away.
Day 1 begins by delving into the art and science of storytelling—why it’s effective, how it works, why it’s changing today, and what that means for anyone with a story to tell. We look at how Hollywood sells its own stories, showing how movie studios and television networks have moved over time from a highly restrictive and very limited marketing strategy to one that embraces digital media, fan involvement, and immersive participation. We show how this goes beyond story to involve the construction of “story worlds” that people can project themselves into. Finally, we introduce you to a pair of simple yet powerful conceptual frameworks that will enable you to easily visualize the complex narrative ecosystem that such an approach requires.
Day 2 breaks down these techniques into a point-by-point methodology, detailing the role of such key ingredients as authenticity, engagement, and voice. We will show how such strategies have been adapted and deployed by organizations in a wide variety of fields, from entertainment to consumer goods to B2B. Guest speakers from the worlds of media and commerce will explain how they have employed these tools and what pitfalls they have encountered, while a series of hands-on workshops will enable you to put your learnings to the test in real-world scenarios.
To learn more, download the sample agenda.
PARTICIPANT PROFILE & TESTIMONIALS
The program is intended for executives and professionals who want to understand the power of immersive storytelling and learn how to leverage its potential in a digital world. The focus is on demystifying digital media and assessing how your project or organization can take advantage of the unique opportunities for narrative engagement it has to offer. This will help those in corporate strategy, media and entertainment, brand marketing, B2B products and services, and non-profits and NGOs alike.
Typical Participant Mix
Years of Management Experience
Hear from Past Participants:
Attorney and Owner, Lauro Law Firm
Attorney and Owner, Lauro Law Firm
"Thanks so much for an outstanding class. I thoroughly enjoyed every minute and learned so much. I tell stories to jurors in the context of representing business people accused of serious federal crimes. I cannot begin to say how much you taught was directly applicable to my work environment."
CEO, AUTORIS Institute
CEO, AUTORIS Institute
"I’m extremely grateful for this. Because of the Internet revolution, everything has changed – the rules are totally new. We’re closer to the campfire now than we were during the broadcast years, and we have to understand again why stories are so important for human beings. It’s such an important topic – maybe the most important topic for brands and corporations and people. The academic insights, the questions you raised – I will be able to use this a lot."
Creative Coordinator, Sewell Automotive
Creative Coordinator, Sewell Automotive
"This is so far in advance of what most people in the business world are thinking. This class has really taught me that story matters, that narrative matters, and that being consistent in your brand narrative is incredibly important. The strategies I’m learning here I feel are going to be applicable over the entire brand ecosystem."
Frank Rose, Faculty Director
Senior Fellow, Columbia University School of the Arts
Member, Columbia Digital Storytelling Lab
Author, The Art of Immersion
Frank Rose is a leading authority on the future of media and communications. In his most recent book, The Art of Immersion: How the Digital Generation is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories, he argues that we are witnessing the emergence of a new form of narrative that is native to the Internet – one that is nonlinear, participatory, and immersive. He has addressed this issue at marketing summits and film festivals in New York, London, Paris, Copenhagen, Sydney, and Hong Kong, in academic symposia at Stanford and the Politecnico di Milano, and at such companies as Google, Hearst, Lucasfilm, Unilever, and the BBC.
Earlier in his career, as a contributing editor at Wired and a contributing writer at Fortune, he worked as a journalist at the intersection of media and technology, covering such developments as the making of Avatar, Samsung and the rise of the Korean techno-state, the posthumous career of Philip K. Dick in Hollywood, and the future of television in the digital age. He has also written for such publications as The Wall Street Journal, the Los Angeles Times, The Atlantic, Esquire, and Vanity Fair. Among his earlier books are The Agency: William Morris and the Hidden History of Show Business, about the rise and fall of the oldest and at one time most successful talent agency in Hollywood, and the 1989 best-seller West of Eden: The End of Innocence at Apple Computer, which detailed the ouster of Steve Jobs from Apple and was named one of the year's ten best by BusinessWeek. He currently contributes to The New York Times and strategy+business, among other publications.
Miklos Sarvary, Contributing Faculty
Carson Family Professor of Business
Faculty Director of the Media Program
Miklos Sarvary's expertise focuses on information marketing and media. He has used his research and experience to consult with such global companies as IBM, INTEL, Nokia, Alcatel, Samsung, Pearson, McKinsey & Co., Dun & Bradstreet, and PwC. He also has extensive experience in teaching executive courses. Before joining Columbia, he was the deputy dean for executive development programs at INSEAD, after having served as faculty at Harvard Business School and the Graduate School of Business at Stanford University. Sarvary's early career began at IBM.
Sarvary is member of the editorial boards of Marketing Science, Quantitative Marketing and Economics, the International Journal of Research in Marketing, and the Journal of Interactive Marketing. His most recent book is Gurus and Oracles: The Marketing of Information (2012).
Brand Director, Absolut Vodka
Afdhel Aziz is a brand strategist and marketer who has worked for global brands such as Procter & Gamble, Heineken and Nokia, in London and New York. He is currently Brand Director for Absolut Vodka.
He is an expert on how to deliver cutting-edge campaigns, content and experiences that harness popular culture, working with world-class artists such as Lady Gaga, Swedish House Mafia and Kanye West, as well as diverse partners like the TED Conferences, Art Basel, Coachella Festival, London Fashion Week, US Open Tennis, Afropunk and the Andy Warhol Foundation.
He has been a featured speaker at SXSW, Advertising Week and the Social Commerce Summit, and his work has been featured in the New York Times, Vice, Fast Company, The Guardian, Coolhunting, Billboard, Hypebeast and more.
Peter Koechley is Co-Founder and Curator-In-Chief of Upworthy, a new, mission-driven media company dedicated to bringing mass attention to the things that really matter using irresistible social media.
Before Upworthy, Peter produced viral media for the advocacy organization MoveOn.org, was Managing Editor of The Onion and co-created its breakout Onion News Network video series. After becoming managing editor of The Onion at 24, he joined MoveOn.org in 2007 to work on video strategy and youth vote initiatives. During the 2008 presidential campaign, he led a team that helped raise $10 million, add 2 million members to the organization, and ship more than 5 million buttons, stickers, and limited-edition screenprinted posters signed by Shepard Fairey.
In early 2012 he co-founded Upworthy with longtime collaborator Eli Pariser. The pair set out to prove that what’s important can be incredibly popular, even if what’s popular isn’t usually important. To date, the Upworthy community has logged more than 1.5 billion minutes of attention on topics ranging from the criminal justice system to clean energy to advertising’s adverse effects on body image.
Founder and CEO of the Austin Advisory Group
Paul Austin is a fragrance expert who has worked with some of the world’s top brands, including Rolls Royce, Estée Lauder, Donna Karan, and the esteemed French fragrance house Robertet.
Last year he was instrumental in resurrecting the legendary fragrance Nuit de Chine, created in 1913 for the Paris fashion designer Paul Poiret but long since lost to time, for the Metropolitan Museum of Art’s blockbuster exhibition “China: Through the Looking Glass.” He will talk with us about scent, memory, and the transformative power of authentic origin stories.