Marketing and Persuasive Communication
Vrije Universiteit Amsterdam
Amsterdam, The Netherlands
Area of Study
Communication Studies, Marketing
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.
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
After completion of this course, students are able to:
• reproduce and interpret the key theories of persuasive and marketing communication, such as theories about attitude formation, message
processing, group influence, social influence, implicit behaviour, branding, positioning, and advertising;
• recognise persuasive elements in real-world (marketing) messages, and to identify these elements in theoretical terms;
• explain how methods and design of experimental research are applied in order to to study effects of persuasive communication.
Marketers and advertisers use persuasive communication to promote goods and services, non-profit organisations use it to acquire donations or volunteers, and politicians use it to win over public opinion. And these are just a few examples - persuasive communication is everywhere: at the workplace, on social media, and even in your daily exchanged with friends and family.
There are many ways in which we can influence - or can be influenced by - others. Generally, influence depends on sender characteristics (e.g., credibility or social attractiveness), message characteristics (e.g., vividness or argument quality), and receiver characteristics (e.g.,
personality or background). In this course, we will review the most important theories in persuasive communication and marketing communication. Using real-life examples (often from an advertising context) we will see how these theories are employed in practice, and to what effect. Through the electronic reader and the assignments, you will also become familiar with experimental research into the effects of persuasion.
TYPE OF ASSESSMENT
Written final exam (multiple choice; 70%), and three individual assignments (each 10%).
Courses and course hours of instruction are subject to change.
Some courses may require additional fees.