Key facts
UNE unit code: DM221
*You are viewing the 2027 version of this unit which may be subject to change in future.
- Trimester 2 - On Campus
- Trimester 2 - Online
- UNE Sydney Campus
- Armidale Campus
- Yes
- No
- No
- 6
Unit information
Forget spreadsheets and SWOT analyses for a moment. What really shapes markets, drives decisions, and builds empires? Stories. From the myths that bind cultures to the narratives that define brands, humans run on stories. As Yuval Noah Harari suggests, our ability to create shared fictions is our superpower – it’s the source code of human cooperation, culture, and commerce.
This unit hands you the keys to that code. We delve into why stories are the most potent force in the business world and, crucially, how to craft and deploy them effectively. You’ll learn the principles of compelling business narrative, moving beyond basic communication to strategically shape perception, influence behaviour, and build meaningful connections.
Whether you’re aiming to captivate customers in the digital marketplace, lead teams through change, or pitch a world-changing idea, mastering storytelling gives you a fundamental advantage. We’ll explore the nuts and bolts of narrative construction – structure, character, emotion, ethics – and how to apply these tools to solve real-world business and digital marketing challenges. Ready to stop just reacting to the narrative and start writing it?
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 | 30% | 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) - Assurance Task | Yes | 50% | All offerings | This assessment will be delivered as a Viva Voce oral examination via secure video conferencing. The Viva Voce will be 25 minutes in duration and consist of two parts: Part A (10 minutes) — Story Delivery & Pitch, in which students deliver a live condensed version of their narrative and contextualise their strategic choices; and Part B (15 minutes) — Assessor Questioning, in which students respond to questions drawn from their work across all three assignments and the broader unit content. Students must obtain at least 50% in Assessment 3 (and at least 50% overall) to receive a pass or better in the unit. |
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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