Key facts
UNE unit code: DM221
*You are viewing the 2025 version of this unit which may be subject to change in future.
- Trimester 2 - On Campus
- Trimester 2 - Online
- Armidale Campus
- UNE Sydney Campus
- Yes
- No
- No
- 6
Unit information
Modern brands are today connecting with their customers via stories. But how does one craft a compelling story? And how can a digital marketer execute on such a story to grow a business and fulfil customer needs?
This unit gives students the practical knowledge and skills, related to the principles and concepts of business storytelling, in order to achieve business objectives in a digital environment. Students will learn how to design, create and distribute compelling stories that are central to the management and marketing of the digital business. The unit takes an in-depth and applied approach to the study of influential storytelling processes to promote digital interactivity between customers and business owners. The successful development and presentation of a compelling business story will be a key feature of the unit.
Offerings
For further information about UNE's teaching periods, please go to Principal Dates.
| Teaching period | Mode/location |
|---|---|
| Trimester 2 | On Campus, UNE Sydney Campus |
| Trimester 2 | Online |
*Offering is subject to availability
Intensive schools
There are no intensive schools required for this unit.
Enrolment rules
Notes
Please refer to the student handbook for current details on this unit.
Unit coordinator(s)
Learning outcomes
Upon completion of this unit, students will be able to:
- demonstrate a comprehensive understanding of major principles, theories and concepts of business storytelling and their application to issues in digital marketing;
- use cognitive and communication skills to review critically, analyse, consolidate and synthesise relevant business storytelling theories, concepts and information drawn from a range of sources in order to demonstrate critical thinking and judgement in solving complex digital marketing problems;
- work independently to plan and execute storytelling tasks to enhance professional knowledge and skills in business storytelling; and
- demonstrate the ability to recognise, reflect on, and respond appropriately to a range of ethical, cultural or social issues influencing the practice of digital marketing using effective business storytelling.
Assessment information
Assessments are subject to change up to 8 weeks prior to the start of the teaching period in which you are undertaking the unit.
| Title | Must Complete | Weight | Offerings | Assessment Notes |
|---|---|---|---|---|
| Assignment 1 - Story Deconstruction & Power Analysis – Act I (Setup) | Yes | 20% | All offerings | Students analyse an existing business narrative to identify key storytelling elements, psychological triggers, and measurable business and digital marketing outcomes through a structured critical framework. No. Words: 1000 |
| Assignment 2 - Strategic Narrative Architecture – Act II (Confrontation) | Yes | 40% | All offerings | Students develop a comprehensive business story blueprint, including audience analysis, beat sheet, emotional arc mapping, and strategic justification aligned with specific business and digital marketing objectives. No. Words: 2500 |
| Assignment 3 - Narrative Execution – Act III (Resolution) | Yes | 40% | All offerings | Students create and deliver their business story across appropriate media channels, accompanied by an implementation plan with metrics for measuring effectiveness and reflection on AI tools used in the creation process. No. Words: 2500 |
Learning resources
Textbooks are subject to change up to 8 weeks prior to the start of the teaching period in which you are undertaking the unit.
Textbook information will be displayed approximately 8 weeks prior to the commencement of the teaching period. Please note that textbook requirements may vary from one teaching period to the next.
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