Non-Degree / Dates: 20-24 JANUARY 2020

The course is for professionals working with commercials or social-awareness campaigns.

The aim of the course is to cultivate new ideas for designing personalized media messages by means of enactive storytelling. Stories are the key to human mind, emotions, and social behavior, is it in politics, shopping, or bringing up our kids. Stories allow people to justify their decisions to the others, but, perhaps even more importantly, to themselves. These stories one makes up are simultaneously inter-personally shared and very personal. And this is where the professional business of storytelling for commercial and social media messages comes onboard.

Expertise lectures provide understanding of enactive storytelling, the state of the art on neural and physiological methods, and recent trends in neuromarketing. Tutored group work allows exercises in (a) designing personalized experiences and (b) measuring personal experience data. A set of biosensors, wearable sensors and facial tracking tools are available for low-fidelity prototype testing. Expert lectures, group work, reviews and discussions on a set of elaborated campaign concepts equip the participants with a full package of new ideas to take back to their daily practice.

The participants will have access to knowledge on:

  • principles of enactive storytelling
  • recent trends in neuromarketing
  • real-time biofeedback in designing interactive content
  • interdependence between human experience, content of media, and physiological measures

Why this course?

Innovation. Intuition. Interaction. Inspiration. And I.


Erik B image

ERIK BÄCKMAN (MA), partner, strategy director, Miltton
Erik Bäckman has 30 years of experience in strategic communication, media and journalism. He works at Finland’s biggest communication agency with leadership training, strategy, branding and crisis communication. Prior to Miltton, Erik has worked as head of strategy, head of media research and concept development and as a TV news journalist at the Finnish national broadcaster YLE. His very practically oriented approach to storytelling is based on the current findings of psychological and neuropsychological research.

Kaidi Reede is a consumer and market research manager in media agency Initiative, Tallinn, Estonia. Before joining Initiative 3 years ago she worked as a research expert in Kantar Emor.
Kaidi holds the Master of Social Sciences (psychology and organizational behavior, Tallinn University). Psychology studies and experience in research led to understanding that people do not always behave as they say and we process a lot of information unconsciously. This is where the interest towards neuromarketing started and in 2012 Kaidi was issued a neuromarketing researcher certificate by neuromarketing agency NeuroHM. Since that time Kaidi has conducted numerous neuromarketing surveys in Estonia using different methodologies like EEG, GSR, facial coding, eye-tracking and reaction time measurement. The most recent neuromarketing study concerned alcohol visibility in the shops before and after the restrictions on displaying alcoholic drinks passed into law in June 2019. Kaidi has also performed on neuromarketing topic at different conferences and as a guest speaker in universities.

Heidi Reinson imageHEIDI REINSON, Senior Consultant, Behavioural Science, Kanta Emor, Estonia

tikka_pia_lores--2PIA TIKKA
The responsible lecturer Dr. Pia Tikka is a professional filmmaker and EU Mobilitas Research Professor at the Baltic Film, Media, Arts and Communication School (BFM) and MEDIT Centre of Excellence, Tallinn University. She holds the honorary title of Adjunct Professor of New Narrative Media at the University of Lapland. Prior to her joining BFM, as the Principal Investigator for the NeuroCine project, she was a core member of the directory group of neuroscience research project aivoAALTO (2010-2014) and director of Crucible Studio (2014-2017) at Aalto University, Finland. She has contributed to the neuroeconomics as a member of the advisory board in NeuroService research project at the Laurea University of Applied Sciences, funded by Tekes, the Finnish Funding Agency for Innovation (2014–2015). In 2010, she was a Fulbright scholar in the Institute for Multimedia Literacy at the University of Southern California and a researcher in residency in Neuroaesthetics at the Minerva Foundation, Berkeley. She was also a Visiting Research Fellow in the Institute of Creative Technologies at De Montfort University, UK (2009-2011), and a lecturer in Film Theory and Film Analysis at the Baltic School of Film and Media at Tallinn University (2006-2007). As a filmmaker, Pia has directed the feature films Daughters of Yemanjá (1996), Sand Bride (1998), several interactive media projects, and published on the topics of enactive media, including her book “Enactive Cinema: Simulatorium Eisensteinense”(2008). She is a voting member of the Society for Cognitive Studies of the Moving Image and European Film Academy. She also holds degree of Graphic Designer in Advertising, and has a decade long work experience in advertising and concept designing, Currently, at BFM, her Enactive Virtuality research group studies psychophysiological and emotional basis of cinematic systems, storytelling and creative imagination.

Andreas portreeANDREAS UNT, course assistant
The main interest of Andreas Unt is to combine psychology and marketing. His experience includes co-developing automated neuromarketing web-based tools. His team received funding of Vega fund kickoff capital awarded for science-based business ideas. Currently, he studies advertising in Tallinn University and works in the employer branding agency Brandem, Tallinn, Estonia.


Monday and Tuesday mornings expert lectures. Lunch 13-14. All afternoons tutored group work. Wednesday to Friday are full project work days including the project presentations on Friday.

Please see also the detailed timetable.


The workshop is designed for practicing professionals in the media industry, advertising and marketing agencies, edutainment and public service areas. Students with expertise in these fields are also welcome to take part. Privilege is given to practicing professionals. Student participants are accepted based on a motivation letter, previous experience, and availability.

The course is limited to 20 participants.

High level of efficiency in English is required (at least B2).

Credit points

Upon full participation and completion of course work students will be awarded 2 ECTS points and a diploma of completion.

Course fee

450 EUR

Accommodation and meals are not included in the the price.