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Storytelling in Business

Join the league of extraordinary storytellers in business. In today’s business world, where facts and data often dominate conversations, the art of storytelling remains a powerful key for effective communication, building relationships and inspiring change. Unlock your storytelling abilities!

COURSE DESCRIPTION

What’s the power of a story? Storytelling is an artform that sparks imagination, invokes empathy and inspires action. Stories have the ability to transport us to different worlds, introduce us to new perspectives and challenge our outlooks. Through storytelling, complex ideas are simplified, making information accessible and memorable.

Are you ready to learn the storytelling secrets that will help you achieve even more success in your career? The ‘Storytelling in Business’ course is your chance to learn the techniques of master communicators.

In the realm of commerce, where facts and figures often dominate discussions, storytelling introduces a human element that resonates with audience audiences on a deep, emotional level. Storytelling plays a crucial role in the world of business, serving as a powerful tool for communication and connection.

Through well-crafted narratives, companies can articulate their mission, values, and brand identity in a way that captivates and inspires. In a business context, storytelling is instrumental in conveying complex ideas, making data more relatable, and simplifying intricate concepts. By weaving narratives, businesses can break down barriers and build bridges of understanding with their target audience, whether it be customers, employees, or investors.

Moreover, storytelling has the power to build trust and credibility. When a company shares its journey, challenges, and successes, it humanizes the brand, making it more authentic and relatable. This authenticity fosters a sense of trust among stakeholders, leading to stronger relationships and increased loyalty.

In a competitive marketplace, where multiple companies may offer similar products or services, storytelling becomes a unique differentiator. A compelling narrative helps a business stand out, creating a lasting impression that goes beyond the features and benefits of its offerings.

Whether it's conveying a brand message, motivating a team, or building a customer base, effective storytelling has the potential to leave a lasting impact, making it an invaluable tool in the arsenal of successful professionals.

WHO IS THIS COURSE FOR?

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Marketing and Branding Professionals

Individuals involved in crafting and conveying brand narratives to connect with customers
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Sales and Business Development Teams

Professionals aiming to use storytelling techniques to engage customers, overcome objections, and enhance sales strategies

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Human Resources and Team Leaders

Those interested in fostering a positive company culture, building team cohesion, and motivating employees through storytelling

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Business Leaders and Executives

Those responsible for guiding their organizations and communicating the vision, mission, and values to stakeholders
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Entrepreneurs and Small Business Owners

Individuals looking to differentiate their businesses, connect with their target audience, and create a lasting impression through storytelling

 

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WHAT YOU'LL LEARN

  • How to tell a great story
  • How to develop characters
  • How to create a sense of conflict and resolution to capture your readers’ interest
  • Ways to structure a story
  • How to use storytelling to achieve your business goals
  • How to find inspiration by studying real-world examples of storytelling in business
  • How to apply storytelling to a variety of aims – marketing, public relations, sales, teambuilding, training and more
  • How to tailor stories to diverse audiences for maximum impact

COURSE OUTLINE

This course consists of 
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Learning hours
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Modules

Module 1: Crafting Your Business Story

  • Identify why stories are effective and powerful communication tool
  • Discuss the elements of compelling business story including characters, conflict, resolution through the hero's journey in a business context
  • Create a three part outline of your company's narrative, recognise key themes and message in current communications, tailor it to your ideal audience by adapting the narrative in various contexts

Module 2: Practice Storytelling Techniques

  • Use of imagery, metaphors, and anecdotes to develop a unique storytelling style
  • Incorporate visuals for impact and engage in an interactive exercise designed to strengthen your ability to create a brief business story
  • Apply your new knowledge in different contexts including marketing, branding, sales and employee engagement

Module 3: Practical Implementation and Feedback

  • Analysing real-world examples to learn from successful and unsuccessful business stories
  • Participate in a storytelling workshop to gain peer feedback and instructor guidance
  • Create a storytelling culture and overcome challenges in integrating storytelling in your business
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Expert

Samantha Lauver-Marion, the Director of Global Partnerships at AIHM, has intentionally built her personal brand over the last decade on multiple channels to create a network that spans the globe. By leveraging her rounded experience in operations, sales, communications and customer relationship management Samantha is actively bridging the gap between generations, cultures and industries through engaging events and executive training experiences held at the Asian Institute of Hospitality Management campuses across Thailand. As a graduate of hospitality management from Temple University in the United States of America she is a certified trainer with a proven record of empowering leaders, executives and students to succeed.

ADMISSION CRITERIA

Our course is designed for ambitious professionals. There are no admission requirements to enroll in this course. You can come from any sector and bring a host of background experiences.

ADMISSION PROCESS

To enroll, choose the desired intake and fill in your personal details. You will receive an email with the payment link. You are accepted in the course only upon receipt of payment.

DEADLINE

26 April 2025 (9.00-16.00)

0
per course

 

Taught in English

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