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2021/2022  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 100
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Viktor Smith - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • CSR and sustainability
  • Communication
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 30/05/2022

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 persuasive communication in 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’ communicative practices, also on issues well beyond their products/services and how communication can heighten customer satisfaction
  • Understand that business success increasingly hinges on how a company engages its audiences through a variety of persuasive and communicative means, including how it 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, Course and exam 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 at the start of March.
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 theories of persuasion and communication strategies and tools based on them are implemented in companies’ increasingly multimodal and transmedial communicative efforts to engage consumer and other stakeholders. This extends also to corporate storytelling, relationship building, leadership, advocacy, negotiation and other strategic elements  applied  to strengthen companies and brands, and the role of  corporate social responsibility in building positive reputation, driving sales and enhancing 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.

Description of the teaching methods
Lectures, slide decks, video clips and class discussion build upon the required reading. Small-team exercise and activities are assigned at various sessions. Students also pursue individual research and learning opportunities on a specific topic (approved by the instructor) for their final papers.
Feedback during the teaching period
Discussion and student questions are encouraged at all sessions.

Students will analyze and themselves propose concrete communication solutions accompanied by class-wide discussion and instructor's critique.

Home Project Assignments/final papers are based on a research question (problem formulation) from the students individually. These are presented in plenum for class-wide discussion and instructor's feedback and suggestions. Approval deadline will be defined by the instructor. Hand-in of the final problem formulation directly to the instructor by the 3rd teaching week.
Student workload
Preliminary assignment 20 hours
Classroom attendance 38 hours
Preparation 121 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

Ordinary 6-week course


Preliminary Assignment: A generic test/assignment will be developed concerning “Nordic Nine.” It will be uploaded on Canvas at the end of May. Students are expected to access this assignment before classes begin. The assignment will not be reviewed in classes.


Course and exam 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/en/study/international-summer-university/courses-and-exams in start March.

Expected literature

Mandatory readings:


1. Stiff, J. B., & Mongeau, P. A. (2016). Persuasive communication. Guilford Publications.


2. Kotler, P., Hessekiel, D., & Lee, N. R. (2012). Good works!: Marketing and corporate initiatives that build a better world... and the bottom Line. John Wiley & Sons.


Supplementary readings in the shape of articles, book chapters, etc. on timely issues and communication topics will be listed in the final course plan and on the course site.


Supplementary materials will be made  available free on Canvas in so far as they are covered by a CBS Library license. Some materials may need to be purchased. 


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 30/05/2022