Delivered at:: School of Foreign Languages

Course type:: Compulsory course

When:: 4 year, 2 module

Instructors

Мартюшова Наталья Олеговна

Samoilova, Anna A.

Full Syllabus

Abstract

This course is designed to equip students with the knowledge and skills needed to create narratives and stories in various formats to incorporate into business-related contexts. We will analyze best practices by major international brands, start-up unicorns, global companies and inspiring speakers to learn how to mine your own experiences and transform them into art.Over the course of 1 module, we will lay the groundwork of storytelling in business communications and develop the skills necessary for you to write your own gripping stories, elevate your public speaking skills and learn to make powerful presentations.We will practice creating stories in different genres and contexts including self-presentation, brand and company story, product presentation and where necessary integrating extratextual media such as photographs, data, graphic symbols, videos and drawings etc. to create meaning. Appropriate for English learners at the level of C1, this course is designed to look into international business communication from a different angle as well as to inspire your creativity and self-expression, enhance your reading and writing skills, enrich your vocabulary and grammar, engage in thought-provoking conversations and boost your public speaking skills. Each week we will study business stories by masters of the form and our own pieces.

Learning Objectives

to practise creating stories in different genres and contexts including self-presentation, brand and company story, product presentation and where necessary integrating extratextual media

Expected Learning Outcomes

to structure a story
to present oneself through a story
to use the STAR technique in presentations
to write a cover letter
to use storytelling to conduct negotiations
to give a 1-munite presentation
to deliver a start-up presentation, elevator pitch, project presentation, to present research findings
to conduct analysis of company and product presentations incorporating storytelling
to identify the structure of a presentationa and fundamental public speaking tools
to learn to present ideas using pitching to structure a business story to pitch an idea

Course Contents

Introduction
Pitching
Job interview
TED Talks as a genre of storytelling
Business presentations
The Art of Persuasion
Motivational speech
Branding and Marketing

Assessment Elements

Class participation
Class Participation Assessment Criteria (3-point scale) 3 – The student is prepared and demonstrates relevant knowledge/ skills. The student actively completes the tasks, participates in discussions, pair and group work. The student demonstrates analytical skills and knowledge beyond the assigned tasks. If necessary, the student is able to use additional materials and use IT resources. 2 – The student is mostly prepared and demonstrates some relevant knowledge/ skills. The student completes the tasks, participates in discussions, pair and group work. If necessary, the student is able to use additional materials and use IT resources. 1 – The student is partially prepared, and they are not always able to demonstrate relevant knowledge/ skills. The student completes the tasks, participates in discussions, pair and group work, though sometimes they get distracted or lose focus. The student is not able to use additional materials and use IT resources. 0 – The student is not present in class. OR Cheating has been detected.
Preparing an idea pitch using storytelling
Work on your own or in a group of up to 3 people Have all the 4 signposts in place: context, characters, conflict, resolution Prepare slides to foreground your idea Record a video featuring you or all the group members along with the slides Submit on Smart LMS
Writing a personal story
Write a personal story following the structure: An intriguing introduction An insightful moment and an emotional underdog A path of "expectations vs reality" Outcomes Conclusion Make sure your story has a clear idea and a precise throughline. Ask yourself two questions: What is the precise idea I want to build inside my listeners? What are their takeaways? Wordcount - at least 450 words
Giving a motivational talk
Prepare a motivational speech What is the throughline? What is the precise idea I want to build inside my listeners? Start with a hook to grab the listeners' attention Introduce the problem Tell a story that takes the listener on the journey through the inciting moment and the path of "expectations vs reality" Introduce the key message Provide rational and emotional argumentation Highlight the key insights You can use visuals or make a talk without them Timing - up to 7 minutes Be ready to present your talk in class

Interim Assessment

2024/2025 2nd module
0.25 * Class participation + 0.25 * Giving a motivational talk + 0.25 * Preparing an idea pitch using storytelling + 0.25 * Writing a personal story

Bibliography

Recommended Core Bibliography

De Fina, A., & Perrino, S. (2019). Storytelling in the Digital World. John Benjamins Publishing Company.
Knaflic, C. N. (2015). Storytelling with Data : A Data Visualization Guide for Business Professionals. Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1079665
The leader's guide to storytelling : mastering the art and discipline of business narrative, Denning, S., 2011

Recommended Additional Bibliography

Shaw, J., Kelly, P., & Semler, L. E. (2013). Storytelling: Critical and Creative Approaches. New York: Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=759326

Authors

Zyryanova Elena Sergeevna
BELYATINSKAYA EKATERINA VALEREVNA
Bogolepova Svetlana Viktorovna

Bachelor’s Programme 'Foreign Languages and Intercultural Communication in Business'

Storytelling as an instrument of effective business communications