Main Article Content


This study examines why students value storytelling in the classroom and explores how they learn event marketing through this pedagogical tool. Using a post course assessment survey, this qualitative study finds that students value storytelling because stories make it easier for them to understand and digest the subject matter in fun and relatable way. Listening to stories allow them to take on a different and new perspective, allowing them to make sense of new information and master concepts. Storytelling can be entertaining and immersive, which helps develop in students positive learning-related attitudes, values, and beliefs.

Article Details

How to Cite
Vergara, R. A. G., & Vergara, K. C. S. (2023). Storytelling in the Classroom: Why it Matters in Event Marketing Education. International Journal of Multidisciplinary: Applied Business and Education Research, 4(8), 2847-2852.


Anderson, K. H., & Muirhead, W. (2013). Blending storytelling with technology in the professional development of police officers. In Cases on Formal and Informal E-Learning Environments: Opportunities and Practices (pp. 143-165). IGI Global.
Barley, K. D., & Southcott, J. (2019). Effecting epiphanous change in teacher practice: A teacher's autoethnography. The Qualita-tive Report, 24(10), 2608-2624. Retrieved from
Berridge, G. (2020). Designing event experi-ences. In The Routledge handbook of events (pp. 378-395). Routledge.
Binks, E., Smith, D. L., Smith, L. J., & Joshi, R. M. (2009). Tell me your story: A reflection strategy for preservice teachers. Teacher Education Quarterly, 36(4), 141-156.
Ching, R. K., Tong, P., Chen, J. S., & Chen, H. Y. (2013). Narrative online advertising: identification and its effects on attitude toward a product. Internet Research, 23(4), 414-438.
Coker, K. K., Flight, R. L., & Baima, D. M. (2021). Video storytelling ads vs argu-mentative ads: how hooking viewers en-hances consumer engagement. Journal of Research in Interactive Marketing, 15(4), 607-622.
Duerden, M. D., Lundberg, N. R., Ward, P., Taniguchi, S. T., Hill, B., Widmer, M. A., & Zabriskie, R. (2018). From ordinary to ex-traordinary: A framework of experience types. Journal of Leisure Research, 49(3-5), 196-216.
Dyke, M. (2009). An enabling framework for reflexive learning: Experiential learning and reflexivity in contemporary moderni-ty. International Journal of Lifelong Edu-cation, 28(3), 289-310.
Escalas, J. E., Moore, M. C., & Britton, J. E. (2004). Fishing for feelings? Hooking viewers helps!. Journal of Consumer Psy-chology, 14(1-2), 105-114.
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. Euro-pean management journal, 25(5), 395-410.
Granitz, N. A., Koernig, S. K., & Harich, K. R. (2009). Now it's personal: Antecedents and outcomes of rapport between busi-ness faculty and their students. Journal of Marketing Education, 31(1), 52-65.
Hamilton, M., & Weiss, M. (2007). Why chil-dren should be given the opportunity to tell stories. Beauty and the Beast Story-tellers. Retrieved from
Kim, H.J., Park S.Y., & Park, H.Y. (2018). A study on the effect of storytelling market-ing on brand image and brand attitude. The Journals of Economics, Marketing & Management, 6(4), 1-16.
Lawrence, R. L., & Paige, D. S. (2016). What our ancestors knew: Teaching and learn-ing through storytelling. New Directions for Adult and Continuing Education, 149(Spring), 63-72..
Myers, C. E., Tollerud, T. R., & Jeon, M. H. (2012). The power of personal storytell-ing in counselor education. Ideas and Re-search You Can Use: VISTAS, 1, 1-6. Re-trieved from
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy (Vol. 76, No. 4, pp. 97-105). Cambridge, MA, USA: Har-vard Business Review Press. Retrieved from
Rod, M. (2011). Subjective personal introspec-tion in action‐oriented research. Qualita-tive Research in Organizations and Man-agement: An International Journal, 6(1), 6-25.
Slavich, G. M., & Zimbardo, P. G. (2012). Trans-formational teaching: Theoretical under-pinnings, basic principles, and core methods. Educational psychology review, 24, 569-608.
Syrdal, H. A., Vander Schee, B. A., VanMeter, R. A., & Woodroof, P. J. (2023). The peda-gogy of vulnerability and marketing edu-cation: Cultivating self-expansion in a time of separation. Journal of Marketing Education, 45(1), 91-100.
van der Meij, M. G., Kupper, F., Beers, P. J., & Broerse, J. E. (2016). Hybrid e-learning tool TransLearning: video storytelling to foster vicarious learning within multi-stakeholder collaboration networks.
International Journal of Lifelong Educa-tion, 35(4), 413-429.
Vergara, R. A. (2022). Delivering A Transfor-mational Learning Experience Online. In-ternational Journal of Multidisciplinary: Applied Business and Education Research, 3(12), 2726-2737.