Bachelor
2025/2026
Creative Narration in Business Communication
Type:
Elective course (Foreign Languages and Intercultural Communication)
Delivered by:
School of Foreign Languages
Where:
School of Foreign Languages
When:
4 year, 2 module
Open to:
students of one campus
Language:
English
ECTS credits:
3
Contact hours:
24
Course Syllabus
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.
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 module0.2 * 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