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Due to the developments in Multimedia Super Corridor (MSC), the courseware technologies have gained an increasing amount of attention in the field of education. Multimedia is a combination of different media that makes an educational courseware more practical and attractive. Pedagogical aspects and their underlying learning theories are pertinent considerations to ensure that students gain the learning objectives that the courseware seeks to achieve. This paper will highlight the conceptual framework of a storytelling approach in developing an English Language courseware for Universiti Teknologi PETRONAS students. The conceptual framework is designed as a first step to ensure attainment of the goals of the courseware. The courseware will be focused on one of the topics in English II that is The Black Cat story. This courseware is developed based on ADDIE methodology as pedagogical and educational learning theories. It will comprise the animation module, grammar module, comprehension module and the literacy analysis module. This multimedia courseware of English Language Storytelling is designed for effective learning that could offer many advantages to the foundation students of UTP during their English Language lessons.