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 2024
Course unit title Storytelling in Business
Course unit code 025008050501
Language of instruction English
Type of course unit (compulsory, optional) Compulsory
Teaching hours per week 2
Year of study 2024
Level of the course / module according to the curriculum
Number of ECTS credits allocated 3
Name of lecturer(s) Paul GAHAN, Colin GREGORY-MOORES, Michael WILLIAMS
Requirements and Prerequisites

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

Course content

English teaching in the Bachelor International Business Administration programme is oriented towards the CBI approach (Content Based Instruction) and thus has the following focal points:

  • the teaching of language and communication skills
  • the teaching of specialised business content.

The syllabus of this course provides strategies for dealing with storytelling. In the course, the structure of stories is discussed in detail. In the course, own stories are presented in relation to an own business practice sequence.

Learning outcomes

Professional and convincing writing of non-scientific texts in German and English is a basic competence for people with an academic degree. Students of the International Business Administration degree programme already have to deal with tasks during their studies that require an adequate way of expressing themselves in English as well. There is no job description in which graduates do not regularly have to formulate in writing in an appropriate and convincing manner.

Students can describe different storytelling structures and name storytelling rules. Students can use metaphors, idioms and cultural references consciously, they are able to recognise and justify the structure and elements of a story.

Students can plan, develop and deliver a story in English. They are able to apply appropriate storytelling techniques to situations and can formulate feedback on stories and justify suggestions for improvement.

Students can plan and develop their own stories in relation to their own business practice sequence.

Planned learning activities and teaching methods

Interactive course with lecture, exercises in individual and group work, presentations and homework.

Assessment methods and criteria

Planning, development and reproduction of stories



Recommended or required reading

Dolan, Gabriella (2017): Stories for Work – The Essential Guide to Business Storytelling. Melbourne: Wiley.

Dolan, Gabriella; Naidu, Yamini (2013): Hooked – How Leaders Connect, Engage and Inspire with Storytelling. Melbourne: Wiley.

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

Raimes, Ann; Miller-Cochran, Susan, K. (2021): Keys for Writers, 8. Ausg. Boston: Cengage Learning.

Simmons, Annette (2019): The Story Factor: Inspiration, Influence, and Persuasion Through the Art of Storytelling, 3. Ausg. New York: Basic Books.

Swan, Michael (2017): Practical English Usage, 4. Ausg. Oxford: OUP.

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

Classes without compulsory attendance