Storytelling for Impact

    Unit code: AEN3001 | Study level: Undergraduate
    (Generally, 1 credit = 10 hours of classes and independent study.)
    Footscray Park
    Online Real Time
    VU Sydney
    AEN2002 - Solution Validation
    (Or equivalent to be determined by unit coordinator)


    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.


    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).| Jossey-Bass.

    As part of a course

    This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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