Business Storytelling

Business Storytelling course- position your business using appropriate language understand effective copywriting, public relations, marketing communications or other business communication.

Course Code: BWR207
Fee Code: S2
Duration (approx) Duration (approx) 100 hours
Qualification Statement of Attainment
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Business Storytelling -

  • Learn to tell a cohesive business story
  • Communicate more effectively with clients, staff and colleagues
  • Improve your overall business performance

This course is a must for anyone who is responsible for communications, business decisions and marketing within a business.

Lesson Structure

There are 8 lessons in this course:

  1. Scope and Nature of Storytelling
    • Introduction to Storytelling
    • Storytelling at Work
    • Difference Between Storytelling and Story Writing
    • Applications of Storytelling at Work
    • Using Storytelling in Commercial Situations
  2. Character Development
    • Introduction to Characters
    • The Characters in Our Business Story
    • Brand Ambassadors and Influencers
    • Our Customers in the Story
    • Developing Your Characters
  3. Plot Development
    • Introduction to Understanding Plots
    • The Audience
    • Conflict
    • The Seven Basic Plots
    • Seven-Point Plot Structure
    • I and We
  4. Themes
    • Introduction to Themes
    • Universal Themes
    • Identifying a Theme
    • Themes and Brand Messaging
    • Common Story Themes
    • Developing a Theme
  5. Styles
    • Introduction to Styles
    • Selecting a Narrator
    • Selecting a Tense
    • Presentation - Oral, Written or Visual
    • Your Storytelling Style
  6. Literary Devices
    • Introductions to Devices Used to Transmit a Story
    • Similes and Metaphors
    • Personification
    • Symbolism
    • Colloquialism
    • Archetypes
    • Rhetorical Questions
    • Chekhov’s Gun
    • Other Literary Devices
  7. Building Dramatic Tension
    • Introduction to Tension
    • Craft
    • Character and Internal Tension
    • Trust and Rapport
  8. Delivery and Engaging with Your Audience and Final Project
    • In-Person Delivery
    • Telling Our Verbal Story
    • Tips on Storytelling

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims

  • Discuss the application of storytelling in work and business contexts.
    • Develop the characters of a story.
    • Develop the plot of a story in our business storytelling.
    • Determine and develop a story theme.
    • Compare different storytelling styles and determine appropriate styles and techniques for different workplace situations.
    • Utilise a variety of different literary devices for storytelling at work and in business.
    • Explain the use of tension in business and work, for different storytelling contexts.
    • Deliver stories to an audience in an appropriate and effective way, in a business or work context.

What You Will Do

  • Look at social media, advertising, marketing, blogs and so on of five different business. Look at how they tell stories.
    • If you already have your own business/work for an existing business, make notes on how you currently use storytelling at work.
    • Find a business you would like to run or work for and look at how they use storytelling.
    • Look at some stories told by organisations. Try to find out the following: Their goal, their adversary, the hero, the support, the benefactor, beneficiary. Whilst doing this research, also consider, how well do you think they are telling their story?
    • Spend some time thinking about how you would like to use storytelling at work. This could be to sell goods/service, to train staff, to sell goods direct, to promote something on social media etc. Try to think about a story to tell in relation to the above. Brainstorm your story, make a mind map or similar.
    • Choose a company or organisation. This can be one you work for or one you are interested in. Find out their mission statement and vision statement. Look at their website, social media, blogs, advertising and any other forms of storytelling they produce. Identify their underlying themes. Try to talk with people from the organisation to get a true understanding of the essence of the business or company.
    • Choose a product or service you would like to sell. Jot some ideas down about a potential theme, message and story/stories to sell this product. Spend an hour approximately planning stories about this product. Think about vlogs, blogs, TV adverts, print adverts, social media posts and other forms of storytelling you might use.
    • Watch three to five adverts and try to determine the archetypes used. Make notes on the adverts watched and what they are selling. Briefly make notes on what the advert’s story is.
    • Either watch five adverts or read five blogs. Consider the tension in them. What is the tension? Make notes on how the tension is developed.
    • Record yourself telling two stories. Use tension in different ways – practice this. These could be short scripts you have written yourself, or a speech you have prepared, or any story you are comfortable or familiar with. Once recorded, listen back to each and gather your thoughts, undertaking a self-evaluation.

Storytelling at work is designed for anyone undertaking marketing, public relations or copywriting who wants to create a cohesive story across all elements of their work. The course introduces the elements of both narrative fiction and persuasive writing that are applicable within a business context, helping business writers develop new approaches to communication. Key elements that differentiate Storytelling at work from other, more traditional copywriting courses, include lessons on character and plot development. These provide students with a deeper understanding of how to approach clients, customers and staff with marketing or brand stories they can empathise with. Plot development is particularly useful when considering the use of a series of advertisements, blog or vlog posts to create ongoing interest from your customer base.

What can be achieved?

  • Learn to effectively tell the story of your brand or business to your target audience
  • Choose and use the appropriate tone of voice, context, and delivery
  • Construct and deliver effective stories in the context of copywriting, public relations, marketing communications and many other situations in business

How can I start this course?

You can enrol at anytime and start the course when you are ready. Enrolments are accepted all year - students can commence study at any time. All study is self paced and ACS does not set assignment deadlines.

Please note that if a student is being assisted by someone else (e.g. an employer or government subsidy), the body offering the assistance may set deadlines. Students in such situations are advised to check with their sponsor prior to enrolling. The nominal duration of a course is approximately how long a course takes to complete. A course with a nominal duration of 100 hours is expected to take roughly 100 hours of study time to complete. However, this will vary from student to student. Short courses (eg. 100 hrs duration) should be completed within 12 months of enrolment. Certificates, Advanced Certificates and Awards (eg. over 500 hours duration) would normally be completed within 3 -5 years of enrolment. Additional fees may apply if a student requires an extended period to complete.
If a student cannot submit their assignments for 6 months to ACS, they should advise the school to avoid cancellation of their student
registration. Recommencement fees may apply.

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What do I need to know before I enrol?

There are no entry requirements that you need to meet to enrol in our courses, our courses are for everyone.
If you are under 18, we need written permission from your parent/ guardian for your enrolment to continue, we can arrange that after you have enrolled.

You don’t need to purchase any additional resources to complete our courses.

We aim to teach you the essentials without you having to purchase any specific computer program.
We recommend that you have access to a word processing program, such as Microsoft Word or Google Docs, so that you can easily complete and submit your assignments.

You sure can. We are here to help you learn whatever your abilities.

Yes, if you are enrolling in a Certificate or Advanced Certificate, you might be eligible for credits if you have evidence of your previous studies or relevant experience. More information is here.

We recommend that you are able to browse websites, send emails and conduct online research. You will need to be able to type and submit your assignments.
If you have limited computer skills, we can make special arrangements for you.

This is possible, it depends on the institution. We recommend that if you would like to use our courses that you contact the institution first. Our Course Handbook is a good resource for this.

Our courses are written in English and we only have English speaking academic staff. If you can read and complete your assignments in English, our courses are ideal for you.

Our courses are designed to build knowledge, hands on skills and industry connections to help prepare you to work in the area, running your own business, professional development or as a base for further study.

This course has been designed to cover the fundamentals of the topic. It will take around 100 hours to complete, which includes your course reading, assignment work, research, practical tasks, watching videos and anything else that is contained in the course. Our short courses are a great way to do some professional development or to learn a new skill.

It’s up to you. The study hours listed in the course are a rough guide, however if you were to study a short course (100 hours) at 10 hours per week, you could finish the course in 10 weeks (just an example). Our courses are self-paced, so you can work through the courses in your own time. We recommend that you wait for your tutor to mark and return your assignment before your start your next one, so you get the benefits of their feedback.

The course consists of course notes, videos, set tasks for your practical work, online quizzes, an assignment for each lesson (that you receive feedback from your tutor from) and ends in an exam (which is optional, if would like to receive the formal award at the end), using our custom built Learning Management System - Login.Training.

Our courses are designed for adults to gain professional development and skills to further their careers and start businesses.

Our custom online learning portal allows you to conduct your learning online. There may be practical tasks that you can do offline. You have the option of downloading your course notes or print them to read later.

There is also the option to pay an additional fee for printed course notes and or USB (availability limited to location and deliverability).

Yes, if you don’t have access to the internet, you can receive the course as paper notes or on a USB stick for an additional fee. We can also make alternative arrangements for you to send your assignments to us.

We offer printed notes for an additional fee. Also, you can request your course notes on a USB stick for an additional fee.

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We are more learning focussed, rather than assessment focussed. You have online quizzes to test your learning, written assignments and can complete an exam at the end of the course (if you want to receive your certificate). You will not receive a pass/ fail on your course work. If you need to add more details on your assignment, we will ask you to resubmit and direct you where you need to focus. If you need help, you can ask your tutor for advice in the student room.

Each module (short course) is completed with one exam.

Exams are optional, however you must sit an exam if you would like to receive a formal award. You will need to find someone who can supervise that you are sitting the exams under exams conditions. There is an additional cost of $55 (AUS) $50 (O/S) for each exam.
More information is here

There are practical components built into the course that have been designed to be achieved by anyone, anywhere. If you are unable to complete a task for any reason, you can ask your tutor for an alternative.

When you complete the course work and the exam and you will be able receive your course certificate- a Statement of Attainment. Otherwise, you can receive a Letter of Completion.

You can bundle the short courses to create your own customised learning bundle, Certificates or Advanced Certificates. More information is on this page.

Yes, our courses are built to be applicable for people living anywhere in any situation. We provide the fundamentals, and each student can apply their own unique flair for their own interests, region and circumstances with the one-on-one guidance of a tutor. There is also a bit of student directed research involved.

Employers value candidates with industry skills, knowledge, practical skills and formal learning. Our courses arm you with all of these things to help prepare you for a job or start your own business. The longer you study the more you will learn.

ACS has an arrangement with OAMPS (formerly AMP) who can arrange Professional Indemnity from Australian and New Zealand graduates across all disciplines. Ph: 1800 222 012 or email acs@oamps.com.au.


Who are ACS Distance Education?

ACS Distance Education have been educating people for over 40 years.

We are established and safe- we have been in education for over 40 years.
We are focused on developing innovative courses that are relevant to you now and what you will need to know in the future.
We are focused on helping you learn and make the most of your experience.
You can enrol at any time, you can work on your course when it suits you and at your own pace.
We are connected to many industry bodies and our staff participate in continuous improvement and learning activities to ensure that we are ahead of what learning is needed for the future.

Our courses are not accredited by the Australian Government. However many of our courses are recognised and held in high regard by many industry bodies.

Our courses are written by our staff, who all have many years experience and have qualifications in their speciality area. We have lots of academic staff who write and update our courses regularly.


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We can arrange bulk discounts for your course enrolment, please get in touch with us to discuss your needs.

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Course Contributors

The following academics were involved in the development and/or updating of this course.





Tutors

Meet some of the tutors that guide the students through this course.

Jade Sciascia

B.Sc.Biol, Dip.Prof.Ed, Cert Food Hygiene.

Former Business Coordinator, Scottish Environmental Protection Agency, Secondary School teacher (Biology); Administrator (Recruitment), Senior Supervisor (Youth Welfare). International Business Manager for IARC. Academic officer and writer with ACS for over 10 years, both in Australia and in the UK.

Lyn Quirk

M.Prof.Ed.; Adv.Dip.Compl.Med (Naturopathy); Adv.Dip.Sports Therapy

Lyn has 35 years of experience in the Fitness, Health and Leisure Industries. She has a string of qualifications that are far too long to list here; being qualified and registered to teach, coach or instruct a wide range of different sports and other skills.

Lyn established and managed Health clubs at three major five star resorts on Australia's Gold Coast, including The Marriott. She was a department head for a large government vocational college (TAFE), and has conducted her own aquafitness business for many years. Lyn has among her other commitments worked as a tutor for ACS for almost 10 years, and over that time, participated in the development or upgrading of most courses in her fields of expertise.

Tracey Jones

B.Sc. (Hons) (Psychology), M.Soc.Sc (social work), Dip. SW (social work), PGCE (Education), PGD (Learning Disability Studies).

Tracey has over 20 years experience within the psychology and social work field, particularly working with people with learning disabilities. She is also qualified as a teacher and now teaches psychology and social work related subjects.

She is a book reviewer for the British Journal of Social Work. Tracey has also written a text book on Psychology and has had several short stories published.

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