How UCFB Used Real Talk Studio to Help Students Build Real-World Negotiation Skills

Background

UCFB (University Campus of Football Business) is a higher education institution focused on sports industry careers, offering undergraduate and postgraduate degrees in the business of sport. With its strong emphasis on employability, UCFB wanted to give students not just theoretical knowledge, but practical skills they could use in real-life situations—especially in high-pressure professional settings like contract negotiations, sponsorship deals, and performance reviews.

The Challenge

While negotiation is a core element of many sports business roles, students often graduate without having practiced it in realistic or emotionally charged scenarios. UCFB’s teaching team recognised that students needed more than frameworks—they needed a safe way to apply techniques in live conversations where stakes feel real.

Key challenges included:

• A gap between classroom theory and real-world application
• Limited opportunities for students to practice handling tough negotiation dynamics
• A need to build confidence in managing pressure, holding boundaries, and staying persuasive

The Solution

UCFB partnered with Real Talk Studio to bring AI-powered negotiation roleplays into the curriculum. Students were given access to interactive simulations that mimicked real negotiation scenarios, such as salary discussions, transfer disputes, and sponsor renewals.

Each student completed:

• A tailored negotiation roleplay with a realistic, dynamic AI character
• A transcript and performance breakdown identifying strengths and areas for improvement
• Structured reflection prompts and feedback aligned with course learning outcomes

Sessions could be completed independently, allowing flexibility across timetables while maintaining consistency in experience and assessment.

Results

The introduction of Real Talk Studio delivered measurable improvements in student engagement and skill development.

• Over 90% of students completed the negotiation roleplay as part of their coursework
• Self-reported confidence in handling negotiations increased significantly after the simulation
• Lecturers reported a marked improvement in students’ ability to articulate positions, listen actively, and manage conflict constructively in class
• Roleplay transcripts enabled more precise, personalised coaching from tutors

Why It Worked

• Roleplays felt real—students described the AI character as “surprisingly human” and “emotionally engaging”
• Feedback was immediate and specific, helping students reflect and improve quickly
• It enabled equitable access to practice, especially for those who may hesitate to roleplay in front of peers
• It fit seamlessly into the academic structure without requiring extra teaching time

Testimonial

“Real Talk Studio helped bridge the gap between theory and real-world readiness. Our students didn’t just learn about negotiation—they experienced it, reflected on it, and improved in ways we hadn’t seen before.” — Martin Salisbury, Programme Leader, UCFB

What’s Next

Based on the success of the negotiation teaching, we are now exploring partnerships with other leading Universities to bring their education to life.