PERSUASION IN MARKETING COMMUNICATION
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
At the end of the course, the student should be able to:
– Communicate effectively in English (1.C)
– Employ state-of-the-art management techniques (5.C)
– Thoroughly examine a complex business situation (6.A)
– know and master the main theories applied to communication and persuasion.
– analyze a communication (advertising / political speech …) and define the criteria of persuasion used and make a critical analysis.
– construct and present a persuasive communication action.
* Introduction and Definition of Persuasion
* Main theories of persuasion in communication
* Main persuasion tools
* The matrix of persuasion
* Examples of persuasive communication and consequences
* Persuasion and new media
* Conclusion and Business Case
