Information on individual educational components (ECTS-Course descriptions) per semester

Storytelling in Business

Degree programme International Business Administration
Subject area Business and Management
Type of degree Bachelor
Winter Semester 2023
Course unit title Storytelling in Business
Course unit code 025017050305
Language of instruction English
Type of course unit (compulsory, optional) Compulsory
Teaching hours per week 2
Year of study 2023
Level of the course / module according to the curriculum
Number of ECTS credits allocated 3
Name of lecturer(s) Michael WILLIAMS
Requirements and Prerequisites

English at B1 / B2 level according to Common European Framework of Reference for Languages (CEFR) or consent of the lecturers.

Course content

English classes in the Bachelor Degree International Business are based on the CBI approach (Content Based Instruction) and thus has the following priorities:

Teaching of language and communication skills, and

professional business content.

The curriculum of this course provides strategies for dealing with storytelling.

Discussion of story structure in detail.

Analysis of TED stories.

Stories are presented individually with respect to one’s own business-related experiences.

Learning outcomes


  • Students can describe different storytelling structures.
  • Students can name storytelling rules.


  • Students can deliberately use metaphors, idioms and cultural references.
  • Students are able to recognize and justify the structure and elements of a story.


  • Students can tell a story in English.
  • Students are able to apply appropriate storytelling techniques in specific situations.
  • Students are able to formulate feedback about stories and explain improvements.


  • Managerial TED Stories can be analyzed.



  • Students can plan and develop stories relating to their own business-related experiences.
Planned learning activities and teaching methods

Discussion, reflection, individual lessons

Assessment methods and criteria

TED Story presentation, object-story, business-oriented final story, written test on storytelling techniques


The success of this course is highly dependent on the active participation and input of students.

Recommended or required reading

Greatbatch, David; Clark, Timothy (2005): Management Speak: Why we listen to what management gurus tell us. London: Routledge.

Raimes, Ann; Miller-Cochran, Susan, K. (2014): Keys for Writers. 7. Ausg. Boston: Cengage Learning.

Simmons, Annette (2001): The Story Factor: Inspiration, Influence, and Persuasion through the art of storytelling. Cambridge, MA: Perseus.

Swan, Michael (2006): Practical English Usage. 3. Ausg. Oxford: OUP.

Mode of delivery (face-to-face, distance learning)

Face-to-face instruction with mandatory attendance