General Information
| Course Code | S_MPC |
|---|---|
| Credits | 6 EC |
| Period | P1 |
| Course Level | 300 |
| Language of Tuition | Dutch / English |
| Faculty | Faculty of Social Sciences |
| Course Coordinator | dr. I.E. Vermeulen |
| Examiner | dr. I.E. Vermeulen |
| Teaching Staff |
E. Diel dr. W.Y. Tang dr. I.E. Vermeulen drs. M.F. Boufouchk MSc N. McNab MSc L.S. Mastenbroek MSc |
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Part of programme(s)
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Practical Information
You need to register for this course yourself. The (de)registration deadlines can be found on VU.nl
| Teaching Methods | Lecture |
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Target audiences
This course is also available as:
Course Objective
Upon 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.
Course Content
Marketers and advertisers use persuasive communication to promote goodsand 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.
Additional Information Teaching Methods
Three plenary lectures for a total of six contact hours per week. Thelectures will contain interactive elements: demonstrations, quizzes,
discussions, Q&A.
Method of Assessment
Written final exam and individual assignments.Literature
• Perloff, R. (2017). The Dynamics of Persuasion (6th Ed). New York, NY:Routledge.
• Electronic reader (articles)
Additional Information Target Audience
- 2nd year BSc Communication Science- Students in the minor Communication Science