Profile
A brand narrative is rarely the thing you draft in one sitting. It is, more often, the story you have been telling inconsistently across emails, pitches, and product pages without ever noticing. This 12-hour eCornell module, delivered part-time in English, is built around that exact starting point: you begin by auditing the story your organisation already tells, warts and all.
From there, the learning journey moves methodically through the craft. You work on identifying the core values and customer truths that anchor a believable narrative, then practise shaping them into a coherent arc. The sequence matters — before you can write a single line of brand copy, you need to understand what makes a story feel true to the people hearing it, not just to the company telling it.
By the midpoint, the course turns toward application. You start experimenting with tone, structure, and message hierarchy, testing how the same narrative shifts across different channels and audiences. This is where many professionals find the real value: not in abstract theory, but in the repeated act of refining a story until it holds up under scrutiny.
By the final hours, you should be able to produce a brand narrative framework you can actually use — something concrete enough to guide a campaign, a website rewrite, or a sales conversation. The course does not promise to turn you into a copywriter in twelve hours; it promises something more realistic: a repeatable process for finding and articulating your brand’s story.
For Singaporean learners, the fee of $700 sits within the $500–$2000 band, and the course carries reference number TGS-2023038241. Given its part-time format, it fits around a working week without demanding a full leave block. If your role touches marketing, communications, or even founder-led sales, the ability to shape a narrative is a skill that compounds — and this module gives you the starting blocks to build it.