2016/2017
BA-BHAAI1057U Persuasion and Communication: Theory and
Practice
| English Title |
| Persuasion and Communication: Theory
and Practice |
|
|
| Language |
English |
| Course ECTS |
7.5 ECTS |
| Type |
Elective |
| Level |
Bachelor |
| Duration |
Summer |
| Start time of the course |
Summer |
| Timetable |
Course schedule will be posted at
calendar.cbs.dk |
| Max. participants |
120 |
| Study board |
Study Board for BSc in Economics and Business
Administration
|
| Course
coordinator |
- Course instructor - Karen Becker, The College of New Jersey,
kbe.msc@cbs.dk
Sven Bislev - Department of Management, Society and Communication
(MSC)
|
| In case of any
academic questions related to the course, please contact the course
instructor or the academic director, Sven Bislev at
sb.ikl@cbs.dk |
| Main academic
disciplines |
- Communication
- Management
- Marketing
|
|
Last updated on
29/05/2017
|
| Learning objectives |
To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors:
- have a firm theoretical understanding for persuasion theories
and how they relate to marketing communication in both commercial
and social environments
- be able to analyze existing communication programs through a
theoretical lens
- design a comprehensive persuasive marketing communication
program that utlizes various media venues and persuasive
techniques
- develop their personal oral and written
persuasive
|
| Course prerequisites |
| No prerequisites |
| Examination |
|
Persuasion and
Communication: Theory and Practice:
|
| Exam
ECTS |
7.5 |
| Examination form |
Home assignment - written product |
| Individual or group exam |
Individual exam |
| Size of written product |
Max. 10 pages |
| Assignment type |
Written assignment |
| Duration |
72 hours to prepare |
| Grading scale |
7-step scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Summer, Ordinary exam: End of July - beginning of
August 2017.
Retake exam: End of September - beginning of October 2017.
3rd attempt (2nd retake) exam: End November - beginning of December
2017.
Exam schedule is available on
http://www.cbs.dk/summer
http://www.cbs.dk/uddannelse/summer-university-programme/exam. |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
Home project assignment, new exam
question
|
|
| Course content and structure |
|
This course is designed to provide a theoretical understanding
of
persuasion theory and its broad application to marketing, public
relations, and persuasive communications. We will examine
persuasion techniques across traditional media and sales, as well
as
new media. The course will include a mix of theoretical readings
and
application exercises, with the first half of the course devoted to
theoretical understanding and the second half focusing on
application
and campaign development.
Class 1: Introduction to Persuasion
Class 2: Perception, Reception, and Mere Exposure
Class 3: Information Processing and Cognitive Response Models
Class 4: Emotional Response Models: Fear, Hope, Empathy and
Guilt
Class 5: Social Influence, Groups and Source Effects
Class 6: Message Strategy and Framing
feedback activity: Presentations
Class 7: Traditional Advertising Vehicles
Class 8: Social Media and Non-traditional Vehicles
Class 9: Public Relations, Events, and Sponsorship
Class 10: Interpersonal Persuasion and WOM
Class 11: Social Impact Campaigns
|
| Teaching methods |
| This course will be a combination of short
lectures, readings, discussions, and application exercises designed
to reinforce the theoretical foundation. The course will combine
both in-class large group discussion with small group exercises and
cases. These in class activities will be supported by outside
reading and exercise preparation. |
| Student workload |
| Preliminary assignment |
10 hours |
| Classroom attendance |
33 hours |
| Preparation |
144 hours |
| Feedback activity |
7 hours |
| Examination |
12 hours |
|
| Further Information |
|
Preliminary Assignment: To help students get
maximum value from ISUP courses, instructors provide a reading or a
small number of readings or video clips to be read or viewed before
the start of classes with a related task scheduled for class 1 in
order to 'jump-start' the learning process.
Feedback Activity: A feedback activity defined
by the course instructor will take place approx. half-way through
the course.
Course timetable is available on
http://www.cbs.dk/uddannelse/summer-university-programme/courses.
|
| Expected literature |
|
Greenland, Bainbridge, Galloway and Gill.
(2012). Strategic Communication: Cases in Marketing,
Public Relations, Advertising and Media. Pearson
Australia.
|
Last updated on
29/05/2017
Permalink