Storytelling is an important skill in the craft of successful marketing, public relations and copywriting campaigns. This business storytelling course is ideal for corporate communicators, business decision-makers and marketing professionals.
Compelling Copywriting and Business Storytelling is a professional development course that will teach you the elements of narrative fiction and persuasive writing in a business context.
In this business storytelling course, you’ll learn to develop new approaches to communication using character, plot development, tone of voice, context and delivery. You’ll discover how to create marketing and brand ‘stories’ that are relatable and empathetic across many communication channels – from blogs to advertisements.
On completion of this course, you will have a comprehensive understanding of how to create a compelling and cohesive story that’s brand consistent.
Course Structure
Unit - Business Storytelling
Unit 1 – Introduction to storytelling
- Why stories matter
- Why we connect through story
- How we tell stories
- Oral vs. written traditions
- Storytelling at work
- Difference between storytelling and story writing
- Applications of storytelling at work
- Social media and blogs
- Business development
- Personnel management
- Storytelling with data
- Sales and marketing
- Using storytelling in commercial situations
- What we are selling or promoting
Unit 2 – Character development
- Introduction to characters
- The characters in our business story
- Brand ambassadors and influencers
- Mega influencers
- Macro influencers
- Micro influencers
- Nano influencers
- Brand ambassadors and the back story – an example
- Our customers in the story
- Customer profiles
- Customer avatars
- Developing your characters
Unit 3 – Plot development
- Understanding plots
- The audience
- Conflict
- The seven basic plots
- Overcoming the monster
- Rags to riches
- Quest
- Voyage and return
- Comedy, tragedy and rebirth
- Seven-point plot structure
- Hook (literary technique
- Inciting incident
- Complications
- Halfway mark
- Additional complications/obstacles
- Climax
- Resolution
- I and we
Unit 4 – Themes
- Introduction to themes
- Universal themes
- Identifying a theme
- Themes and brand messaging
- Common story themes
- Universal themes
- Storytelling for work
- Developing a theme
Unit 5 – Styles
- Style and technique
- Selecting a narrator
- First-person and social media/online content
- Second person
- Selecting a tense
- Presentation – oral, written or visual
- Your storytelling style
- Plan your story
- Be natural
- Emotions
- Satisfy the audience’s curiosity
- Use common story types
Unit 6 – Literary devices
- Introduction to devices used to transmit a story
- Similes and metaphors
- Personification
- Symbolism
- Colloquialism
- Archetypes
- Rhetorical questions
- Chekhov’s gun
- Other literary devices
Unit 7 – Building dramatic tension
- Introduction to tension
- What is dramatic tension?
- Craft
- Rising tension
- Ways to introduce tension
- Environmental/plot/external tension
- Character and internal tension
- Trust and rapport
Unit 8 – Delivery and engaging with your audience
- In-person delivery
- Telling our verbal story
- Voice
- Pacing and emotion
- Value and tone
- Importance and the use of silence
- Putting it all together
- Tips on storytelling
- Text
- Visual
Assessment
Assessment Information
When you study with Australian Online Courses, you will be assessed using a competency-based training method.
Competency-based training focuses on the achievement of skills and knowledge against set criteria to meet industry-standard and is not benchmarked against other students’ work.
In this course, the assessment will be comprised of written assignments and exercises, which may include short answer questions, reports, essays, research projects and reflective tasks.
If you do not achieve a competency result on your first attempt, you have two more attempts to pass your assessment. So, you have three attempts in total to obtain a competency result.
In this way, you can complete your course in your own time and at your own pace with the assistance of unlimited tutor support.
Course FAQs
Why Choose Australian Online Courses?
- Professional development that is widely recognised and respected;
- Improve your employment opportunities;
- Study online, anywhere via our elearning system;
- High-quality professional development programs written by industry experts;
- All course materials provided online – no textbooks to buy;
- Unlimited tutor support via email;
- We offer twelve (12) months’ access, with extensions available upon application (fees apply);
- Course may be tax deductible; see your tax advisor.
Are there any entry requirements or pre-requisites?
There are no entry requirements or pre-requisites for entry into this program.
How long will it take to complete this course?
The approximate study hours for this course is 50 hours. We offer twelve (12) months’ access, with extensions available upon application (fees apply).
Can I purchase optional printed materials?
While printed materials are not available for purchase, PDF copies are available for download and self-printing for this program.
When can I start this course?
You can start within 60 minutes during business hours when you enrol and pay in full with a credit card!
Credit card: Within 60 mins during business hours.
BPAY: Within 1-2 working days.
Internet Banking: Within 1-2 working days.
Cheque/Money Order: Upon receipt of mailed cheque.
Will I receive a certificate upon completion of this course?
Yes! You will receive a Certificate of Attainment upon successful completion of your assessment.
Do I need to attend classes or undertake any work placements?
No. All courses are delivered online via our e-learning system and there are no work placement requirements in this course.
What support can I expect from Australian Online Courses?
Unlimited tutor support is available throughout your studies via email during business hours Monday to Friday. Our Administrative team are available Monday to Friday via email, live chat and telephone.
I am an international student. Can I enrol into this course?
Yes! We accept enrolments from individuals both within Australia and internationally; location is no barrier to entry into our programs.
Career Pathways
Future growth
Strong
Unemployment
Low
Professional development for:
- Public relations professionals
- Copywriters
- Freelance writers
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