Martins, HelenaBurelbach, Franz2026-02-192026-02-192025-01-132024-12-16http://hdl.handle.net/10362/200508This 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.engAssertive communicationVerbal communicationNon-violent communicationAssertive communication trainingTraining designRole-playTraining effectivenessSatisfactionCognitive competenciesmaster thesis204129052