Marketing and Persuasive Communication

Vrije Universiteit Amsterdam

Course Description

  • Course Name

    Marketing and Persuasive Communication

  • Host University

    Vrije Universiteit Amsterdam

  • Location

    Amsterdam, The Netherlands

  • Area of Study

    Communication Studies, Marketing

  • 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

  • ECTS Credits

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

    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.


    Written final exam (multiple choice; 70%), and three individual assignments (each 10%).

Course Disclaimer

Courses and course hours of instruction are subject to change.

Some courses may require additional fees.


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