Бакалавриат
2024/2025
Сторителлинг как инструмент эффективных бизнес-коммуникаций
Статус:
Курс обязательный (Иностранные языки и межкультурная коммуникация в бизнесе)
Направление:
45.03.02. Лингвистика
Кто читает:
Школа иностранных языков
Где читается:
Факультет менеджмента (Пермь)
Когда читается:
4-й курс, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Язык:
английский
Кредиты:
3
Course 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 participationClass 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 storytellingWork 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 storyWrite 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 talkPrepare 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 module0.25 * 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