Persuasive Strategies in Marketing

Queen Mary, University of London

Course Description

  • Course Name

    Persuasive Strategies in Marketing

  • Host University

    Queen Mary, University of London

  • Location

    London, England

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • UK Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Credits: 15.0
    Overlap: None
    Prerequisite: BUS101
    This module investigates the techniques adopted by professionals in marketing, sales, as well as general business negotiation environments in order to change stakeholder behaviour and attitudes, influence outcomes, and gain compliance. Students will explore, compare and integrate a variety of theories of persuasion grounded in research from the fields of linguistics, psychology, sociology, and rhetoric. Case studies and examples are used heavily throughout the module in order to highlight common practice and explore ethical dilemmas in the practice of persuasion across different business, national and ethnic cultures. Students are encouraged to recognise the techniques that they themselves use to gain compliance in common conversation as well as to analyse the ways in which commercial and public organisations attempt to influence their behaviour and attitudes. In addition to analytical proficiency, students are expected to demonstrate the creative and efficient use of various techniques of persuasion in negotiation and marketing simulations. The module considers the extent to which persuasion is a part of all communication interactions, the relationship between dialogue and influence, and the possible alternatives that exist to the persuasive paradigm in business.
    Assessment: 20.0% Practical, 80.0% Coursework
    Level: 5

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

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Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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