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| 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
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| Course
coordinator |
- Course instructor - Karen Becker, Associate Professor of
Marketing, The College of New Jersey, kbe.msc@cbs.dk
Sven Bislev - Department of Management, Society and Communication
(MSC)
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| In case of any
academic questions related to the course, please contact the course
instructor or the academic director, Sven Bislev at
sb.msc@cbs.dk |
| Main academic
disciplines |
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Last updated on
25/04/2018
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| Learning objectives |
To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors:
- Have a strong theoretical understanding of persuasion models
and key literature
- Be able to analyze existing communcation programs through a
theoretical lens understanding the nuances inherent in framing,
positioniong, and media choices
- Have developed a tool kit which can be used to design a
comprehensive marketing communication's program utilizing
various media and platforms
- Demonstrate both creativity and depth in their personal
communication programs
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| Course prerequisites |
| No prerequisites |
| Examination |
|
Persuasion and
Communication: Theory and Practice:
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| Exam
ECTS |
7.5 |
| Examination form |
Written sit-in exam on CBS'
computers |
| Individual or group exam |
Individual exam |
| Assignment type |
Written assignment |
| Duration |
4 hours |
| Grading scale |
7-step scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Summer, Ordinary exam: 4 hour written exams: 31
July - 3 August 2018
Retake exam: September - October 2018
3rd attempt (2nd retake) exam: November - December 2018
Exam schedule is available on
https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams. |
| Aids |
Closed book: no aids
However, at all
written sit-in exams the student has access to the basic IT
application package (Microsoft Office (minus Excel), digital pen
and paper, 7-zip file manager, Adobe Acrobat, Texlive, VLC player,
Windows Media Player), and the student is allowed to bring simple
writing and drawing utensils (non-digital). PLEASE NOTE: Students
are not allowed to communicate with others during the
exam. |
| 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, new exam
question
Exam form for 3rd attempt (2nd retake): home project assignment,
max. 15 pages.
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| Course content and structure |
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This course is designed to provide a theoretical understanding
of the key persuasion frameworks and literature, as well as build a
tool kit for practical application. We will examine persuasion
across both commerical and social marketing application areas.
Theoretically, we will examine persuasion and its impact on choice,
decision making,
and attitude development. We will also develop skills in designing
persuasive communication materials across both traditional and new
media platforms.
Preliminary assignment: Read:Thinking Fast and Slow - Daniel
Kahneman and prepare to discuss it in the first session
Class 1: Introduction to Persuasion and Choice
Class 2: Perception, Reception, and Mere Exposure
Class 3: Information Processing and Cognitive Response Models Class
Class 4: Emotional Response Models - Fear, Hope, Empathy, and Humor
Class 5: Social Influece Models
Class 6: Message Strategy and Framing
Feedback activity: Sustainable Development Goals
Class 7: Persuasion and Sequential Choice
Class 8: Persuasion and Social Movements
Class 9: Persuasion and Traditional Advertising
Class 10: Persuasion and Digital Media
Class 11: Persuasion and Events
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| Teaching methods |
The course will be a combination of lecutures and
case studies. All
students will be expected to have reading done prior to class and
participate in teh case work. |
| Feedback during the teaching period |
| This will be a threaded project on the
Sustainable Development Goals |
| Student workload |
| Preliminary assignment |
20 hours |
| Classroom attendance |
33 hours |
| Preparation |
126 hours |
| Feedback activity |
7 hours |
| Examination |
20 hours |
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| 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.
Course timetable is available on
https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams.
We reserve the right to cancel the course if we do not get
enough applications. This will be communicated on
https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams
end February 2018 at the latest.
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| Expected literature |
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Mandatory readings:
Thinking Fast and Slow by Daniel Kahneman
Various readings and cases on the course website
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