Centre for Continuing Education

Business Storytelling Course

Business Communication. Sharpen your communication skills.

Coronavirus (COVID-19) update: arrangement of our courses

Some of our courses have moved to online delivery. We aim to continue to deliver a high-quality educational experience through interactive, online classes in real-time. If you are currently enrolled in a course with us, we will be in touch soon with options for your enrolment.

Please note that for online classes, all course materials will be shared electronically. No printed resources will be available.

Discover the art and science of storytelling and learn how to create compelling narratives for all types of business communication including advertising, content marketing, presentations and reports.

When crafting a story for business use, it’s common to be literal in your word choices, which can produce some uninteresting results. This course will explain how inserting certain language can make your stories more lively, interesting and entertaining.


By the end of this course, you should be able to:

  • discuss the science of storytelling and why our brains are wired for stories
  • extract stories and understand how to relate them to your business
  • write stories for all areas of your business
  • implement a storytelling ethos in your workplace.

What you will learn

  • The science of storytelling
  • Five types of story
  • Nine narrative forms
  • Seven basic plots
  • Story elements – theme, character and conflict
  • Story structure – the three acts
  • Storytelling with data



The first session focuses on the science of storytelling, specifically the science behind why our brains are wired for story, the benefits of using story within the business environment and examples of organisations using storytelling successfully within their companies.

Story development

During this session, we will explore the different types of story and narrative forms and learn how to use them within the business context. You will participate in a series of group and individual tasks that require you to analyse story case studies and think about how you can adapt them to communicate your business stories.

Story time

During this session, you will work on a practical example to create an inspiring business story using the key principles and practices learned throughout the day. This can be an example of your own choosing or you can select one of the examples provided by the trainer. You will present your story to the group for feedback.

Intended audience

Suitable for team leaders, managers and senior managers who are looking to develop their storytelling techniques. It is suitable for those employed within all sectors including not-for-profits, charities and community groups.

Delivery style

Delivered as an interactive workshop. You will have the opportunity to ask questions and have them answered by an experienced facilitator.


  • Expert trainers
  • Central locations
  • Free, expert advice
  • Course materials – yours to keep
  • CCE Statement of Completion

What others say.

  • The instructor was great. The size of the class was perfect. Lunch was great :)

  • This course has a great trainer who incorporated humour and kept us informed and interested throughout the course.

Business Storytelling Course

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What others say.

  • The tutor is an extremely knowledgeable facilitator and the whole course was super interesting and useful.
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