Storytelling for Impact

Unit code: AEN3001 | Study level: Undergraduate
12
(One credit point is usually equivalent to one hour of study per week)
Footscray Park
Online Real Time
VU Sydney
AEN2002 - Solution Validation
(Or equivalent to be determined by unit coordinator)
Overview
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Overview

In this unit, students learn how to make an impact through words and visuals in order to expand on their Minimum Viable Products (MVP). Stories are a powerful tool for persuasion and useful in the context of understanding customers, building brands and leading teams.

This unit develops effective communication capabilities by using a diverse set of tools in a variety of contexts. Students define a clear purpose and create the narrative to gather support for their entrepreneurial initiative, which get translated into a communication strategy for their project. Students generate an understanding of the role of culture, values and dispositions in affecting achievement of goals.

Multiple narratives are created for different channels and audiences, developing respect and valuing diversity in the process. These narratives are tested through a variety of channels after which the results are critically analysed, evaluated and interpreted.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Explore and conceptualise the key dimensions of effective communication;
  2. Collaborate effectively as a member of a team to communicate complex ideas in oral, written, and visual forms across different presentation contexts and to a range of audiences;
  3. Identify and compose an appropriate narrative based on purpose, promise and positioning in combination with target audience;
  4. Collaboratively design communication plan;
  5. Evaluate and make recommendations based on responses to narratives.

Assessment

For Melbourne campuses

Assessment type: Other
|
Grade: 40%
Design of communication plan outlining the rationale, analysis of target audience and content of the storytelling strategy.
Assessment type: Essay
|
Grade: 40%
Critically review and reflect on response to the communication plan and recommend future audience focus and channel.
Assessment type: Presentation
|
Grade: 20%
Present and justify the target audience, narrative and chosen channel alignment.

Required reading

The dragonfly effect: Quick, effective and powerful ways to use social media to drive social change.
Aaker, J.L., Smith, A., & Adler, C. (2010).| San Francisco: Jossey-Bass

As part of a course

This unit is studied as part of the following course(s):

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