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.

Storytelling is a powerful tool for business. It can help us connect with our customer base, our colleagues, our company mission, and even our relationship to the workplace and the goals we’re achieving – or not achieving – there. 
Humans are hard-wired for story. We instinctively understand the nature of a beginning, middle, and end. It’s built into our everyday narratives, from “Hi, how was your day?” through to the way we present a new ad campaign for body spray. Stories give us a framework for communication and connection – sharing our stories and experiences provides a starting point for building relationships. This framework can be carried over into many business applications to help provide rich content to consumers, help staff connect with training, and improve communication between teams, managers, and supervisors.


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.


  • 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

  • Consider 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 ddverts 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.

Before getting into the nitty gritty of using stories in a work context, we have to delve into the idea of story: what it is, how it works, and where it comes from.

This course is a deep dive will inform you in how to get the best results from using storytelling for business.

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
ACS is an Organisational Member of the Association for Coaching (UK).
ACS is an Organisational Member of the Association for Coaching (UK).
Member of Study Gold Coast Education Network.
Member of Study Gold Coast Education Network.
ACS Global Partner - Affiliated with colleges in seven countries around the world.
ACS Global Partner - Affiliated with colleges in seven countries around the world.
Since 1999 ACS has been a recognised member of IARC (International Approval and Registration Centre). A non-profit quality management organisation servicing education.
Since 1999 ACS has been a recognised member of IARC (International Approval and Registration Centre). A non-profit quality management organisation servicing education.
UK Register of Learning Providers, UK PRN10000112
UK Register of Learning Providers, UK PRN10000112

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.
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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.

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