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Universidad de Panamá
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Submitted January 18, 2023
Published 2023-01-18

Artículos

No. 48 (2023): Acción y Reflexión Educativa

Corporate Storytelling and Consulting Models as a Key Tools in Strategic Communication Experiential Learning

DOI https://doi.org/10.48204/j.are.n48.a3472

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References
DOI: 10.48204/j.are.n48.a3472

Published: 2023-01-18

How to Cite

Gómez Barrios , A., & Morales , A. R. (2023). Corporate Storytelling and Consulting Models as a Key Tools in Strategic Communication Experiential Learning. Acción Y Reflexión Educativa, (48), 155–167. https://doi.org/10.48204/j.are.n48.a3472
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Abstract

This article describes an educational innovation that was developed in the subject CO3001C Strategic Communication Concentration, part of Tecnologico de Monterrey´s Tec 21 Educational Model. It included the several disciplines synthesis in a single subject and the incorporation of practical activities to develop leadership and strategic communication consulting competency. Also, the adoption of storytelling as a tool to improve the corporate brand positioning resulted in an increase in the number of followers and engagement in the company´s social media as well as the opening of an official TikTok account. Students educational experience showed higher quality thanks to experiential learning strategy.

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