Storytelling
Niveau
first cycle, Bachelor
Learning outcomes of the courses/module
The participants:
• learn the theoretical basics of storytelling with a special focus on sports, culture, and events.
• acquire the ability to creatively apply narrative strategies and methods to specific projects and develop their own stories tailored to specific target groups.
• gain in-depth insights into various technical implementation options for storytelling formats and try them out for themselves in analog and/or digital spaces.
• learn the theoretical basics of storytelling with a special focus on sports, culture, and events.
• acquire the ability to creatively apply narrative strategies and methods to specific projects and develop their own stories tailored to specific target groups.
• gain in-depth insights into various technical implementation options for storytelling formats and try them out for themselves in analog and/or digital spaces.
Prerequisites for the course
not applicable
Course content
Storytelling is a strategic narrative method in which targeted messages are communicated in the form of a story. Fact-based content is presented in an emotional way so that the information is stored in the recipient's memory for a long time. Storytelling is playing an increasingly important role in the cultural sector as well as in the sports and events sector. In the cultural sector, the primary focus is on developing formats that present cultural memory content in an exciting way, either in analog or digital space, and make it accessible in an innovative way. In the sports sector, the primary focus is on using inspiring and/or touching stories about athletes, teams, competitions, or fans to evoke emotions, create identification, and build long-term audience loyalty. In the events industry, storytelling is increasingly being used in product presentations and other business events, primarily to create exciting experiences and opportunities for identification.
In the course, students develop their own storytelling formats for the cultural and sports sectors and implement them themselves, from theoretical conception to practical realization.
In the course, students develop their own storytelling formats for the cultural and sports sectors and implement them themselves, from theoretical conception to practical realization.
Recommended specialist literature
Friedmann, J. (2018). Storytelling. Einführung in Theorie und Praxis narrativer Gestaltung, München: UVK.
Sammer, P. (2025). Storytelling. Grundlagen, Best Practices und kreative Impulse, Heidelberg: dpunkt (O`Reilly).
Schach, A. (Hg.) (2017). Storytelling. Geschichten in Text, Bild und Film, Springer Gabler, Wiesbaden: Springer Gabler.
Sammer, P. (2025). Storytelling. Grundlagen, Best Practices und kreative Impulse, Heidelberg: dpunkt (O`Reilly).
Schach, A. (Hg.) (2017). Storytelling. Geschichten in Text, Bild und Film, Springer Gabler, Wiesbaden: Springer Gabler.
Assessment methods and criteria
Project
Language
German
Number of ECTS credits awarded
2
Semester hours per week
Planned teaching and learning method
integrated course, case studies, discussion, group work, presentations
Semester/trimester in which the course/module is offered
4