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2016/2017  BA-BHAAI1057U  Persuasion and Communication: Theory and Practice

English Title
Persuasion and 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, 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