Ancient Art in the Modern Classroom: Storytelling to Engage, Enchant and Influence

Storytelling is humanity&s;s oldest and most powerful teaching tool. This chapter explores how narrative can revitalise marketing education by deepening engagement, memory, and emotional resonance. It intertwines ancient practice with contemporary pedagogy, showing how stories connect learners to concepts, values, and each other. Through vivid examples and practical strategies, educators are invited to use storytelling to move beyond transactional teaching. When students participate in stories – telling, hearing, creating – they become part of a shared learning journey. This way, storytelling transforms classrooms into vibrant spaces of meaning, enchantment, and co-creation.