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2020/2021  BA-BHAAI1088U  Persuasive Business Communication

English Title
Persuasive Business Communication

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
  • Jay A. Rubin - Department of Management, Society and Communication (MSC)
For academic questions related to the course, please contact the course instructor Jay Rubin at jar.msc@cbs.dk
Main academic disciplines
  • CSR and sustainability
  • Communication
  • Marketing
Teaching methods
  • Online teaching
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:
  • Apply theories, models, best practices, and tools (e.g., traditional and social media) associated with persuasion and communication to different business contexts
  • Demonstrate strategic insight to help uncover and analyze competitive or stakeholder problems that could be alleviated/moderated with persuasive communication
  • Recognize the extent that consumers now scrutinize companies on issues well beyond their products/services and how communication can heighten customer satisfaction
  • Understand that business success increasingly hinges on how a company communicates its values through CSR, issues management and stakeholder relations
Course prerequisites
Persuasive Business Communication:
Exam ECTS 7.5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: Home Assignment: 22 June - 30 July 2021. Please note that exam will start on the first teaching day and will run in parallel with the course.
Retake exam: Home Assignment: 72-hour home assignment: 27-30 September 2021 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 22-25 November 2021 – for all ISUP courses simultaneously
Exam schedules available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams
Make-up exam/re-exam
Same examination form as the ordinary exam
Retake exam: 72-hour home project assignment, max. 10 pages, new exam question
Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages, new exam question
Course content, structure and pedagogical approach

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


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.
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/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.

Expected literature

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



Last updated on 27/04/2021