MKT-665 explores marketing theories and application of digital storytelling for the purpose of engaging an organization's consumers and stakeholders, with a focus on digital branding through storytelling to differentiate an organization from competitors while conveying its purpose and mission. Students gain hands-on experience in the strategic implementation of a brand narrative using various marketing approaches and analyses.
Storytelling as brand differentiation
The course frames digital storytelling specifically as a differentiation tool — conveying an organization's purpose and mission in a way that sets it apart from competitors who may offer similar products or services.
Hands-on strategic narrative implementation
MKT-665 requires hands-on experience actually implementing a brand narrative strategically, not just studying storytelling theory, using various marketing approaches and analyses to ground the narrative in real strategic thinking.
Key topics in MKT665
- Digital storytelling theory and application
- Brand differentiation through narrative
- Conveying organizational purpose and mission
- Engaging consumers and stakeholders digitally
- Strategic implementation of a brand narrative
- Marketing analyses supporting storytelling strategy
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Worked example: story as differentiator, not decoration
- Generic branding: Communicating product features similarly to how competitors describe theirs
- Storytelling-driven branding: Conveying a distinct organizational purpose and mission through narrative that no competitor can genuinely replicate
- Lesson: MKT-665 teaches that a genuine, well-implemented brand story is a real differentiator precisely because it's unique to the organization's own purpose
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Frequently asked questions
Many organizations can describe similar product features or benefits in similar ways, but an organization's genuine purpose, mission, and origin story are inherently unique to it, and communicating that authentic narrative well is something competitors genuinely cannot replicate, unlike feature-based messaging. MKT-665 frames storytelling this way because its real strategic value lies in this differentiation, not simply in producing engaging content.
Understanding storytelling theory conceptually doesn't guarantee the ability to actually craft and strategically implement an effective brand narrative for a real organization, since that requires practical judgment about tone, channel, audience, and how the story connects to genuine business objectives. MKT-665 requires hands-on implementation because this practical, applied skill — not just theoretical understanding — is what a graduate-level marketer actually needs to deliver real strategic value through storytelling.