Delivered at:: School of Foreign Languages

Course type:: Elective course

When:: 4 year, 2 module

Instructors

Мартюшова Наталья Олеговна

Samoilova, Anna A.

Full Syllabus Ask Question

Abstract

This course equips students with the knowledge and skills to create compelling narratives in business communication. We will explore how stories in business context are constructed and how they can persuade, inspire, create meaning, and enhance motivation. Additionally, we will examine their role in shaping organizational culture and building brand identity. Throughout 1 module, we will explore the concepts of story and narrative in the framework of narrative analysis; key elements of a story in business communication; and techniques for crafting effective narratives. We will primarily rely on best practices of leading international companies and brand, and insights from inspiring speakers that are essential for developing creative storytelling skills. Students will practice creating narration in various genres, including business longreads, product presentations, brand stories, and motivational speeches. Designed for English learners at the C1 level, this course offers a fresh perspective on international business communication and creative narration for business purposes. The course fosters creativity, self-expression, and critical thinking while enhancing reading, writing, vocabulary, grammar, and presentation skills.

Learning Objectives

To practice building persuasive narratives across key business genres including self-presentation, brand story, and product presentation using persuasive techniques and integrated media.

Expected Learning Outcomes

To identify the main types of narrative commonly used in business communication.
To describe the essential building blocks of a narrative to craft effective business stories.
To apply сore elements and narrative structures in designing effective business stories.
To identify and use different linguistic means of argumentation and framing to make narratives persuasive.
To justify and construct coherent narratives by selecting appropriate storytelling strategies for specific business contexts.
To critically evaluate and deliver stories in oral and written forms, employing rhetorical devices and techniques tailored to professional audiences.

Course Contents

The foundation of narrative
Architecting strong narratives
The art of telling a story

Assessment Elements

Project 1: Prepare and present an idea pitch
Project 2: Develop a strategic brand-story for a company
Project 3: Create a tactical brand-story for a company: the product launch announcement
Project 4. Deliver a motivational talk on a product or a business project
Class participation

Interim Assessment

2025/2026 2nd module
0.2 * Class participation + 0.2 * Project 1: Prepare and present an idea pitch + 0.2 * Project 2: Develop a strategic brand-story for a company + 0.2 * Project 3: Create a tactical brand-story for a company: the product launch announcement + 0.2 * Project 4. Deliver a motivational talk on a product or a business project

Bibliography

Recommended Core Bibliography

A creator's guide to transmedia storytelling : how to captivate and engage audiences across multi..., Phillips, A., 2012
Contemporary narrative : textual production, multimodality and multiliteracies, Doloughan, F. J., 2011
Digital storytelling : capturing lives, creating community, Lambert, J., 2013
Documentary storytelling : creative nonfiction on screen, Bernard, S. C., 2011
Habermas, T. (2019). Emotion and Narrative : Perspectives in Autobiographical Storytelling. Cambridge: Cambridge University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1948891
James Phelan, & Peter J. Rabinowitz. (2005). A Companion to Narrative Theory. Wiley-Blackwell.
Joosr Ltd. (2016). A Joosr Guide To... TED Talks by Chris Anderson : The Official TED Guide to Public Speaking. Hove: Joosr. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1460722
Make me a story : teaching writing through digital storytelling, Miller, L. C., 2010
Storytelling : branding in practice, Fog, K., 2005
TED talks storytelling : 23 storytelling techniques from the best TED talks, Karia, A., 2015
The leader's guide to storytelling : mastering the art and discipline of business narrative, Denning, S., 2011
Поражай своей презентацией. 30 правил создания впечатляющего слайд-шоу от лучших спикеров TED Talks, Акаш, К., 2019

Recommended Additional Bibliography

McErlean, K. (2018). Interactive Narratives and Transmedia Storytelling : Creating Immersive Stories Across New Media Platforms. New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1729070
Page, R. E., & Thomas, B. (2011). New Narratives : Stories and Storytelling in the Digital Age. Lincoln: University of Nebraska Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=477164

Authors

Bogolepova Svetlana Viktorovna
MARTIUSHOVA NATALIA OLEGOVNA
SAMOYLOVA ANNA ANDREEVNA

Bachelor’s Programme 'Foreign Languages and Intercultural Communication'

Creative Narration in Business Communication