A Conceptual Framework of Business Storytelling Learning Media to Improve Presentation Skills of Vocational Students

Abstract

This study aims to develop a conceptual framework for business presentation learning based on digital storytelling. The research was conducted using a library research method that focused on collecting and analyzing theories and previous studies related to storytelling, instructional media development, and business communication. The findings show that storytelling is an effective approach to enhance students’ presentation and communication skills because it combines logical, emotional, and persuasive elements. The analysis also reveals that the ADDIE and Borg & Gall models can be applied to guide the systematic design of storytelling-based learning media. As a result, this study proposes a conceptual framework consisting of three main phases: Planning, Creating, and Delivering business presentations. Each phase supports the development of students’ communication, creativity, and confidence in presenting business ideas. The proposed framework is expected to serve as a foundation for future research and as a guide for educators in developing innovative, engaging, and relevant learning media for vocational students.