SHE Level 1
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code M1N025779
Module Leader Yetunde Odunsi
School Glasgow School for Business and Society
Subject GSBS - School Office
  • B (January start)
  • A (September start)
  • C (May start)

Summary of Content

The Communicating for Impact course seeks to empower students with the communication and critical thinking skills essential for success as scholars at an African university and as future leaders of the African continent. It springs from the belief that a nuanced understanding of written and spoken language and mastery of communication skills are essential to developing and expressing ideas that change the world. In this module, students will build understanding of voice analysis through storytelling and new media.


Unit 3: Why we tell stories What makes for a good story? Stories of community Leadership Stories Unit 4: Introduction to New Media Understanding your target audience Content creation Presentations

Learning Outcomes

On successful completion of this module students should be able to:1). Understand the importance of storytelling2). Understand narrative storytelling3). Think critically about how communication in Africa and around the world is adapting4). Identify a target audience for marketing purposes5). Develop a voice that is appropriate and engaging for an audience6). Use knowledge of marketing and digital storytelling to market something they are passionate about

Teaching / Learning Strategy

This module will engage students with storytelling and marketing skills. A blended learning approach will be used to engage students in the module content. Students will be introduced to concepts and strengthen their knowledge of these concepts through facilitated classroom sessions. Students will engage in individual self-work content, published on the online learning environment. Students will further deepen their understanding of the module through peer learning. Students will receive further support during weekly Office Hours sessions with facilitators.

Indicative Reading

Allen, R. (2006). News Feature v. Narrative: What's the Difference? | Nieman Storyboard. [online] Nieman Storyboard. Available at: [Accessed 30 Nov. 2019]. Amberber, E. (2013). [Infographic] The Internet of Africa. [online] Available at: [Accessed 27 Jul. 2017]. Bolsinger, K. (2014). The Beginner's Guide to Social Media. [online] Moz. Available at: [Accessed 3 Aug. 2017]. Boyce, C., Neale, P. and Pathfinder International (2006) Conducting In-depth Interviews: A Guide for Designing and Conducting In-depth Interviews for Evaluation Input. <> Eilam, M. (2012). The Shapes of Stories: A Kurt Vonnegut Infographic. [online] Tender Human. Available at: [Accessed 30 Nov. 2019]. Ganz, M. (2013). Fighting for Social Change. [online] Available at: [Accessed 30 Nov. 2019]. Ganz, M. (2006). Telling Your Public Story: Self, Us, Now. [online] Available at: [Accessed 30 Nov. 2019]. Goodman, A (2017). Communicating for Impact Class. Available at: <> (Accessed: 30 November 2019). < Leighnoble, S. (2015). Following a Story Arc. [online] Into Another World. Available at:[Accessed 18 Jan. 2018]. Lungu N.(2017), African Culture And Social Media: The Parallels [online], Available at: <> [Accessed 2 Aug. 2018] Parke, P. (2016). How many people use social media in Africa?. [online] CNN. Available at: [Accessed 3 Aug. 2017]. Rainford, H. (2014). Social Media Marketing Strategies: The Importance of Knowing Your Audience. [online] Available at: [Accessed 30 Nov. 2019]. Shoosmith, G. (2012). Why your business needs a website. [online] The Guardian. Available at: [Accessed 3 Aug. 2017].

Transferrable Skills

Meta Skill: Communicating for impact Core Skills: Organising for effective communication, Storytelling and presentation, Audience awareness, Voice Meta Skill: Critical thinking Core Skills: Analysis

Module Structure

Activity Total Hours
Independent Learning (FT) 90.00
Lectures (FT) 15.00
Assessment (FT) 30.00
Seminars (FT) 15.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 03 n/a 15.00 n/a Unit 4 weekly assignments
Course Work 01 n/a 25.00 n/a Unit 3 weekly assignments
Course Work 04 n/a 30.00 n/a Unit 4 final assignment - Presentation
Course Work 02 n/a 30.00 n/a Unit 3 final assignments - story of Community or Leadership story