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2015/2016  BA-BHAAI1057U  Persuasion and Marketing Communication: Theory and Practice

English Title
Persuasion and Marketing Communication: Theory and Practice

Course information

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
    Sven Bislev - Department of Intercultural Communication and Management (ICM)
Main academic disciplines
  • Communication
  • Management
  • Marketing
Last updated on 12-05-2016
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 theoretical lenses
  • have learned to design a comprehensive persuasive marketing communication program that utlizes various media venues and techniques
  • have developed their personal oral and written communication
Course prerequisites
No prerequisites
Persuasion and Marketing Communication: Theory and Practice:
Exam ECTS 7,5
Examination form Written sit-in exam
Individual or group exam Individual
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: 1-5 August 2016
Retake exam: Within two months from the ordinary exam.
Aids allowed to bring to the exam Closed Book: no aids
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
4 hour written sit-in exam with a 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
communications in both commercial and social marketing domains.
We will examine persuasion across marketing and public relations in
traditional media and sales, as well as providing an emphasis on
understanding the challenges and opportunities in new media. The
course will include a mix of theoretical readings and application


Class 1: Introduction to Persuasion and Marketing Communication

Class 2: Perception, Reception, and Mere Exposure

Class 3: Information Processing and Cognitive Response Model

Class 4: Emotional Response Models: Fear, Hope, Empathy and

Class 5: Social Influence, Groups, and Source Effects

Class 6: Message Strategy and Message Framing
feedback activity: Industry Analysis Presentations and Papers

Class 7: Traditional Advertising Vehicles

Class 8: Sales, WOM, and Interpersonal Persuasion

Class 9: Social Media

Class 10: Public Relations, Events, and Sponsorship

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
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 activitity defined by the course instructor will take place app. half-way through the course. 


The timetable is available on  http://www.cbs.dk/files/cbs.dk/isup_timetable_2016_updated.pdf

Expected literature

Persuasion and Marketing Communication (Various authors)

url: https://cb.hbsp.harvard.edu/cbmp/access/43292193

Harvard Publishing, 2016


Greenland, Bainbridge, Galloway and Gill: Strategic Communication: Cases in Marketing, Public Relations and Media

ISBN 9781442555495

Pearson, 2012


Additional resources:

Readings and Case packet from Harvard -- https://cb.hbsp.harvard.edu/cbmp/coursepacks/copy/43292193


Case book -- available electronic from amazon digital - Strategic Communication: Cases in Marketing, Public Relations, Advertising and Media by Greenland, Bainbridge,  Galloway and Gill (2012)


Last updated on 12-05-2016