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2017/2018  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, Associate Professor of Marketing, 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.msc@cbs.dk
Main academic disciplines
  • Communication
  • Marketing
Last updated on 25/04/2018

Relevant links

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
Course prerequisites
No prerequisites
Persuasion and Communication: Theory and Practice:
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.
Course content and structure

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

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
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.

Expected literature

Mandatory readings:


Thinking Fast and Slow by Daniel Kahneman
Various readings and cases on the course website



Last updated on 25/04/2018