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Development and assessment of an assertive communication training for business students in higher education with focus on verbal elements: evaluating participants’ satisfaction and knowledge retention
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This work examines the effectiveness of an in-person assertive communication training program focusing on verbal elements, for business students in higher education. The paper aims to design and implement a 90-minute training program based on theoretical models such as
Kolb’s Experiential Learning and Gagné’s Instructional Design. It integrates theoretical foundations, practical exercises and multiple feedback sessions. The training’s impact is measured through participants’ satisfaction and knowledge retention. The study employs an
intervention and control group and measures results through pre- and post-training as well as a follow-up survey one week after the intervention. The results are evaluated using various statistical tests, to assess the program’s effectiveness and its contribution to assertiveness training for business leadership.
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Assertive communication Verbal communication Non-violent communication Assertive communication training Training design Role-play Training effectiveness Satisfaction Cognitive competencies