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2020/2021 BA-BHAAI1088U Persuasive Business Communication
| English Title | |
| Persuasive Business Communication |
Course information |
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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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| For academic questions related to the course, please contact the course instructor Jay Rubin at jar.msc@cbs.dk | |
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| Teaching methods | |
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| Last updated on 27/04/2021 | |
Relevant links |
| Learning objectives | ||||||||||||||||||||||
To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors:
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| Course content, structure and pedagogical approach | ||||||||||||||||||||||
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This course examines how businesses excel (or stumble) based on
how well they tap the widening power and reach of persuasive
communication nationally and across borders in today's digital
age. Students explore how persuasion theories, corporate
storytelling, negotiation techniques, thought leadership, advocacy,
and other strategic elements are applied to strengthen companies
and brands. Primary attention focuses on corporate social
responsibility's heightened role in driving sales and customer
loyalty. Lectures, readings, and video clips also provide insight
about communicating persuasively when developing new markets,
managing ongoing business issues, and dealing with controversies.
Preliminary assignment: About 75 pages of reading and a brief
analysis of the persuasive elements of a public service campaign
(about two-thirds of a page)
Class 1: Overview of theories and models related to
communication and persuasion: classic and contemporary
Classes 2: CSR fundamentals, best practices and planning.
Initial guidance about home assignment / final paper
Class 3: Communicating "shared value" to build good
will and to promote sales and loyalty
Class 4: Persuasive corporate storytelling: message strategies
and structures; rhetoric and resonance.
Class 5: Thought leadership through the media (traditional and
social) and other tools of influence
Class 6: Feedback activity: Students propose communication
elements of CSR plan for major company with controversial policies.
(Students also have the opportunity to submit individual Home
Project Assignment /final paper topics for review/approval.
Deadline TBA)
Classes 7: Negotiation techniques and intercultural communication Class 8 & 9: Communicating persuasively during a
crisis; corporate advocacy on controversial issues, and
repositioning a company’s “value and values.” Lessons from Johnson
& Johnson, Patagonia, Ørsted, and others.
Class 10: Emerging trends
Class 11: Comprehensive review
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| Description of the teaching methods | ||||||||||||||||||||||
| This year all courses are taught digitally over the Internet. Instructors will apply direct/live teaching through a link (like Skype, Team, Zoom). In some courses, pre-recorded material will also be used. | ||||||||||||||||||||||
| Feedback during the teaching period | ||||||||||||||||||||||
| Students propose communication elements of CSR
plan for major company with controversial policies. (Students also
have opportunity to submit individual Home Project Assignment/final
paper topics for review/approval. Deadline TBA)
Home Project Assignments/final papers are based on a research question (problem formulation) from the students individually. Approval deadline will be defined by the instructor. Hand-in of the problem formulation directly to the instructor by the 3rd teaching week. |
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| Further Information | ||||||||||||||||||||||
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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/will be 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 in end March 2021. |
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| Expected literature | ||||||||||||||||||||||
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Mandatory readings:
Text: Good Works! Marketing and Corporate Initiatives That Build A Better World And The Bottom Line, 2012, John Wiley & Sons, Inc. Co-Authors: Philip Kotler, David Hessekiel and Nancy R. Lee.
Several articles need to be purchased from Harvard Business Publications; instructions to be posted on course site.
Other articles will be available free on Canvas.
Additional relevant readings:
Students are responsible for independent reading and other research tied to their specific Home Project Assignment/final paper topics
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