Communicative Skills Through Corporate Storytelling Video: Students’ Perception

Abstract

In this era of advanced technology, students must be equipped with essential skills for success in today’s world; critical thinking, problem solving, collaboration and communication. Having a successful communication does not only refer to success in delivering information, but also how it has engaged the audience. Corporate storytelling is a communication strategy in presenting a company’s brand and values to an audience using narrative techniques. Using corporate storytelling video as an English language competency course can offer activities that assist students to use their creativity in presenting ideas and expressing opinions confidently. This paper presents students’ perception on the effectiveness of these activities in enhancing their communicative skills through a survey questionnaire. The data were obtained from 227 students who took the Corporate Storytelling course through a questionnaire survey with the inclusion of open-ended comments distributed at the end of the semester. The findings show that the students perceive the activities to have improved their reading, writing, listening, speaking skills, presentation skills, critical thinking, and creativity. It is also found that the activities have helped the students to interpret the message in the video and to give their reaction to the video. The activities are also perceived to have boosted their motivation to use English to enhance their communicative skills.