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Business Storytelling (19CIE10001)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Katie Annice Carr Dirección de Personas y Organización ENG

Workload distribution

Preparation of articles/ cases prior to class: 5 hours
Activities following each class 20 hours
Final assessment in video format: 5 hours


Whatever your area of focus, storytelling can help you position yourself, become a more inspirational leader and sell ideas, products or services. To be successful in business most of us need to be able to persuade others effectively, and one of the best ways of doing this is by effectively telling engaging true stories. By developing storytelling skills connected to the business environment, students build on the different areas of business studied increasing their potential impact.

Course Learning Objectives

Develop storytelling techniques for business in four key areas, personal branding, inspirational leadership, motivation and persuasion or selling ideas. Students will work on their storytelling skills applied to business contexts to increase their impact. This course is based on the latest findings in neuroscience and psychology as well as the conclusions of many successful business leaders. Highly practical, students will create narratives throughout the programme and assess the impact of the techniques on the 4 key areas. The course is appropriate for students focused on all areas of business who want to improve their storytelling skills and thus increase their impact as managers.

Assessment criteria

Class participation (30/%)
In-class presentation (35%)
Final video assessment (35%)


Non essential reading
The effect of telling stories
Gottschall, Jonathan "The Storytelling Animal: How Stories Make Us Human? Mariner Books (23 April 2013)
An excellent look at the effects of storytelling on humans.

Cron, Lisa "Wired for Story: The Writer's Guide to Using Brain Science to Hook Readers from the Very First Sentence? Ten Speed Press (10 July 2012)
A useful resource on the effects of storytelling despite being focused on writing.

Business Storytelling
Dietz, Karen "Business Storytelling for Dummies? John Wiley & Sons; 1 edition (21 Jan. 2014)
Despite belonging to the "for dummies? collection, this book gives a useful overview of the different uses for stories in business

Leadership and stories
Smith, Paul, "Lead with a Story: A Guide to Crafting Business Narratives that Captivate? AMACOM; (1 Sept. 2012)

Ibarra, Herminina, "Act Like a Leader, Think Like a Leader? Harvard Business Review Press; 01 edition (20 Jan. 2015)

Presentations and Stories
Gallo, Camine, "Talk Like TED: The 9 Public Speaking Secrets of the World's Top Minds? Macmillan; Main Market Ed. edition (13 Mar. 2014)

Duarte, Nancy, "Resonate: Present Visual Stories that Transform Audiences? John Wiley & Sons; 1 edition (27 Oct. 2010)

Telling stories
Buster, Bobette, "Do Story: How to Tell Your Story So the World Listens? The Do Book Co (16 May 2013)
A quick overview of storytelling including some useful practical tips

Leitman, Margot "Long Story Short? Sasquatch Books (13 Oct. 2015)
A light, but extremely useful approach to getting up and telling stories.

Booker, Christopher "The Seven Basic Plots: Why We Tell Stories? Continuum (11 Nov. 2005)

Timetable and sections

Group Teacher Department
Katie Annice Carr Dirección de Personas y Organización