Course Description
This course explores techniques for exploring possible futures and how to apply those futures to create business narratives. The class will work through a complete cycle of scenario planning. Learners will gather and document uncertainties related to the future of work with an emphasis on communications. The class will then build rich narratives that explore how the future may unfold under different social, technological, economic, environmental, and political circumstances. The course will also explore how to use scenarios to inform strategic choices and drive content development. Students will be expected to demonstrate their mastery of scenario planning through individual work and team presentations. Team presentations will focus on the future of work and its implications for communications. Individual stories will feature multimedia presentations that describe the learner living in one of the futures.
I went into Scenario Planning as a marketer and left as a strategic storyteller. Dan taught us to look into the future and fashion a whole story out of it, in scenarios and contexts I otherwise wouldn’t have imagined. It also trains you to think of the future beyond just a linear eventuality to help prepare for it in the best way possible. Personally, the application of what I learned was beyond a business context, and I can say this – it helped all of us look at everything in a more multi-dimensional manner.—Matthew Joseph, MCDM cohort ‘22 alumni
University of Washington
Department of Communication