Teach students to communicate a brand story with transmedia storytelling

Abstract

Purpose

This paper aims to introduce a new integrated marketing communication (IMC) strategy, not yet appearing in textbooks, into the classroom.

Design/methodology/approach

A thorough review of the limited sources so far available introduces the subject. This is followed by a report on the results of the author’s own introduction of the topic into his course.

Findings

Students reacted very favorably to learning this new and challenging marketing communication strategy. They also reinforced their own understanding of other principles, e.g. content management, taught earlier in the course.

Practical implications

Adoption of transmedia storytelling will advance the teaching of IMC in the classroom.

Originality/value

This paper proposes a formal definition of marketing transmedia storytelling. No pedagogic paper has previously been published on this new IMC strategy.

Citation

Cronin, J. (2016), "Teach students to communicate a brand story with transmedia storytelling", Journal of Research in Interactive Marketing, Vol. 10 No. 2, pp. 86-101. https://doi.org/10.1108/JRIM-01-2015-0004