About this course: Storytelling is an essential part of leadership. Effective leaders communicate to inspire talent to excel; to partner with investors and communities; to engage with customers and clients and to grow their impact in the world as part of a global community. Cultivating an authentic, trustworthy and compelling narrative is vital to a leader’s success. This course helps leaders find their own story through personal branding; develop storytelling success with all constituencies; initiate an effective voice for crisis; interact well through social and third party media; and communicate a vision for innovation.
Created by: Northwestern University
Taught by: Tom Collinger, Executive Director Spiegel Research Center
Medill School of Journalism, Media, Integrated Marketing Communications
Taught by: Ernest Duplessis, Faculty
Medill School of Journalism, Media, Integrated Marketing Communications
Taught by: Hud Englehart, Faculty
Medill School of Journalism, Media, Integrated Marketing Communications
Taught by: Candy Lee, Professor
Medill School of Journalism, Media, Integrated Marketing Communications
| Basic Info | Course 2 of 6 in the Organizational Leadership Specialization |
| Language | English, Subtitles: Vietnamese |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Leadership Lessons From Great Brands
What makes a brand truly great? What makes a leader truly great? In this module, our first leadership lessons will be learned from great brands. Understanding great brands will then help you as you build your own personal brand.
6 videos, 3 readings
- Reading: Pre-Course Survey
- Reading: Meet Your Professors
- Reading: Course Grading & Logistics
- Video: Introduction to Module 1
- Video: What Makes Brands Great
- Video: The Branding-You Audit
- Video: Branding-You Insight
- Video: Goals
WEEK 2
The Art of Leadership Storytelling Made Simple
In this module, you will learn about the art of storytelling made simple. You’ll learn to use storytelling as a powerful strategic communications tool to inform, engage, motivate and inspire those key audiences that are critical to your success. You will also be introduced to the concept of visual mind mapping as a way of helping you to effectively structure your story.
5 videos
- Video: The Power of Storytelling
- Video: It All Starts with the Audience
- Video: The Structure of a Great Story – Visual Mind Mapping
- Video: Visual Narrative Mapping Applied
WEEK 3
Storytelling in Crisis: The Ultimate Marketing Event
Conquering a media-driven crisis means doing the "right" thing and then telling a fact-based story about it. In this module, you’ll learn that what you do and how well you tell your story is key to your crisis communication strategy. You’ll learn that the most effective crisis responders have planned for the unplanned and recognize that there is a big difference between knowing what to do ... and being ready to do it.
5 videos
- Video: Crisis Response: Maximum Exposure, Minimum Delay
- Video: Critical Audiences: Know who they are and how to reach them ... in a hurry
- Video: The Rules of Crisis Media Engagement: "The network is calling. Now what?"
- Video: Planning for the Unplanned: Know what to do ... and be ready to do it
WEEK 4
Leadership Storytelling and Innovation
Leadership requires an innovation mindset, but getting others inspired by new approaches or products requires storytelling. This module will augment your leadership communication capacity as you grow your organization.
6 videos, 2 readings
- Video: Leadership Storytelling and Innovation 1
- Video: Innovation and Storytelling Round Table: What is innovation and the leader’s role
- Video: Innovation and Storytelling Round Table 2: Practical Examples
- Video: Leadership Storytelling and Innovation 2
- Reading: Post-Course Survey
- Reading: Optional Readings
- Video: Conclusion of Course 2 with Dean Blount
Graded: Building Your Leadership Capacity
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Northwestern University
Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries.
Pricing
| Purchase Course | |
|---|---|
| Access to course materials | Available |
| Access to graded materials | Available |
| Receive a final grade | Available |
| Earn a shareable Course Certificate | Available |
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