English   Danish

2018/2019  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, kbecker@tcnj.edu
    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 ISUP academic director, Sven Bislev at sb.msc@cbs.dk
Main academic disciplines
  • Communication
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 05/12/2018

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
  • Have an understanding of how the models relate to application contexts
  • Be able to analyze existing communication programs through a theoretical lens, understanding the nuances inherent in framing, positionong and media choices
  • Demonstrate creativity and depth in designing a persuasive campaign
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 exam in the period of 30 July - 2 August 2019
Retake exam: 4 hour written exams in the period of 1-7 October 2019
3rd attempt (2nd retake) exam: 72-hour home assignment- 25-28 November 2019 – for all ISUP courses simultaneously

Exam schedules 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.
Retake exam: 4 hour written sit-in exam, new exam question
Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages.
Course content and structure

This course is designed to provide a theoretical understanding of key persuasion frameworks and literature, as well as build a tool kit for practical application. We will examine persuasion theory and application across both commerical and social marketing application areas.Theoretically, we will examine persuasion with strong focus on traditional persuasive communication and its impact on attitude development, information processing, and choice; additionally, we will examine the impact less traditional persuasive techniques. Throughout the term students will also develop application-related skills, with an emphasis on understanding the challenges and benefits of various communication platforms and vehicles and how these more tactical choices tie to the overall strategy.


Preliminary assignment: Read Thinking Fast and Slow - sections 1 and 2 
Class 1: Introduction to persuasion and processing 
Class 2: Perception, reception and mere exposure 
Class 3:  Learning and memory 
Class 4:  Attitude development and change 
Class 5:  Emotional response models - fear, hope, empathy and humor 
Class 6:  Cognitive response models and information processing

Feedback activity: Case Study

Class 7: Message strategy and framing 
Class 8: Choice and decision making models 
Class 9: Social influence
Class 10: Cultural impacts 
Class 11: Linking it all together 


Description of the teaching methods
The course will be a combination of lectures, in-class group exercises, and case studies.
Feedback during the teaching period
Students will have short readiness assessment activities threaded into the course as well as a case study on the feedback day.
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 2019 at the latest.



Expected literature

Mandatory readings:


Thinking fast and Slow by Daniel Kahneman.  Farrar, Straus & Giroux Inc, NY 2012 


Additional relevant readings:


Various readings and cases posted on the course website



Last updated on 05/12/2018