Storytelling (English)

You find stories, myths, gossip, rumours, corporate stories and other narratives in every organization, community and family. What do these stories mean? What do they do? And how can you make them work for you? Find the answer to all these questions - and more - in this intensive course.

We all use stories in communications, sometimes deliberately, other times because it is the way we talk, share knowledge, exchange ideas and experiences.  But what stories do, their impact and how they cause action and move, is often a case of trial and error. 

Very few people realise that storytelling is more than just telling stories. In this course you will learn what stories do and what the effect of storytelling is. You will experience the impact of stories, how they mobilize organizations and communities and how you can use this natural phenomenon in your own practice of communication, journalism and change.

Useful to know

Start date February
Costs € 1195 (free from VAT)
Attendees Maximum 12
Location Incompany, HU locaties
Programme level Certificate of participation

How to apply

Can’t wait to start? Find out which steps you need to take.

Want to know more?

In our brochure you can read more details about the programme.

LearniNg objectives

In this course, we work with stories and the storytelling landscapes. We investigate how stories travel through social networks, their effect and impact on behaviour. Why certain stories stick and how you can use stories in your corporate or organizational communication.

During 8 sessions, we work on storytelling strategy, tactics and how to implement stories in your own practice.  Many live cases and examples from international organizations act as benchmark or discussion material for the group. We welcome input from the participants. 
The sessions content:

  • The storytelling landscape; about stories, narratives, tales and their impact and effect
  • Storytelling in communication: how different types of storytelling influence behaviour
  • Close the gap: engage and connect objectives with stories (bridging, bonding, branding)
  • Storytelling in business; DIY with one liners, presentations and influencing reputation
  • Storytelling dynamics: stories in social networks, media and multimedia
  • Cocreating stories: how to engage and connect in written, digital and verbal stories
  • Presentations with feedback from the group and the teacher
  • Pop-up presentations, clinic, wrap up and evaluation

During this course you will work in a digital learning platform, that helps you realize your personal objectives. On this platform you will find multi- and cross medial material, cases and literature. The lessons consist of interactive workshops with your fellow students and expert-meetings with your teacher. Between lessons you can exchange ideas and work with each other on our digital platform Canvas. You will be working on individual assignments and group work towards an end product that you see fit for your own practice. The quality of your presentation will be assessed and give you credits for earning the certificate.

Anyone who wants to make a difference, optimize communication or works in change within an organization, for clients, patients, influencers in the political arena, beneficiaries, sponsors etc. If you are a professional in communication, healthcare, politics, humanitarian aid, advertising, leadership, change consultant, you are welcome to join the course. We welcome a variety of participants from different background.

After successful completion of the course and the end product, you will receive a certificate of the HU University of Applied Science Utrecht.


Condition for attending

The condition for attending is based on selection of candidates. Please send us your cv.


Suzanne Tesselaar, post bachelor course Storytelling and Narrative Evaluating

Suzanne Tesselaar

All her working life Suzanne has been a storytelling pioneer. She is passionate about the role of stories in influencing and changing (health) behaviour. Suzanne works as a consultant, researcher and as a lecturer on storytelling as an interactive intervention in behavioural change. As a practitioner, she works with governmental organisations and businesses. Recently, she developed a narrative evaluation method for healthcare organisations, turning their administrative pressure into a learning journey. This resulted in her most recent publication Narrative Evaluation, the Guide (Tesselaar & Rodermond 2017). Suzanne works on social projects with storytelling intervention in medical humanitarian settings and for vaccine acceptance.

Why Storytelling at the HU?

  • Apply science to your practice

    Your experiences form the basis for the lessons. Together with your fellow students and guided by the teacher, you will learn to translate new knowledge to your own work.

  • Guidance that works for you

    Growing as a student is our goal. That is why the HU puts a lot of emphasis and energy on guidance and expert advice.

  • Choose a practical education

    During the course you will develop new insights and knowledge that you can immediately translate to your own work.

Professionals at work in the classroom

Interested in Storytelling?