Persuasive Strategies in Marketing
Queen Mary, University of London
Area of Study
Taught In English
Course Level Recommendations
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Recommended U.S. Semester Credits4
Recommended U.S. Quarter Units6
Hours & Credits
OverviewCredits: 15.0Overlap: NonePrerequisite: BUS101This 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% CourseworkLevel: 5
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