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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)K.CHARRY
Intervenant(s)Karine CHARRY

Pré requis

Some understanding of marketing essential concepts is a plus but not a prerequisite

Objectifs du cours

How individuals may influence each other via communication has been an issue of interest for as long as the world has existed. In our days, it represents a central key to (marketing) managers as it serves 2 functions: instrumental (how to become a better persuader) and defensive (how to become a more discreminating and wiser costumer).
This course proposes to contribute to this achievement through, first, a theoretical approach to the phenomenon to then, in a second stage, see how those concepts may apply to concrete and current business but also political or even social issues.
At the end of the course, students should be able to
1. Understand the main concepts behind Persuasion
2. Relate to appropriate theories for marketing applications
3. Develop a marketing campaign (business, political, social) aiming to improve a current communication issue based on concepts seen in course

Contenu du cours

Part 1: Basic issues and Theories of Persuasion
- Attitudes, emotions, beliefs and decisions
- Cognitive Dissonance Theory, Language Expectancy Theory, ELM, Psychological Reactance, ...
Part 2: Persuasive messages and campaigns
Laguage, message framing, non verbal influence
Public info, political campaigns, social environment...
Part 3: Contexts and Media
Advertising, leading principals of success in commercial settings, ...
Television, Interactive Technology, Enterntainment media, WOM, ...

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Independent work
E-Learning8,00   Reading of scientific papers and preparing argumentation on the papers will be part of the course requirment ( evaluation)
Face to face
Interactive class16,00   Presence is highly recommended as participation represents an important factor in the final evaluation.
Independent study
Group Project4,00  
Estimated personal workload10,00   Cases studies (before/after)
Group work for the 1 global assignement
Distance learning
Video-Conferences2,00   On-line discussions will be proposed about a specific topic
Charge de travail globale de l'étudiant40,00  

Méthodes pédagogiques

  • Presentation
  • Visits/fields trips
  • Project work
  • Interactive class


Evaluation as follow:
30% Group presentations (Critical reading and discussion of scientific papers and case studies)
60% Group assignment
10% Individual participation to the on-line discussion
Extra marks (up to 10% extra of the final mark) according to individual participation in class

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,00130,00
Case study0,00110,00
Individual Project14,00160,00
TOTAL     100,00


  • CPrice Dillard, J., & Pfau, M. (Eds.). (2002) The Persuasion Handbook. Developments in Theory and Practice. Thousand Oaks: Sage Publications, Inc. -

  • Acosta-Licea, J., Gass, R. H., & Seiter, J. S. Persuasion, Social Influence, and Compliance Gaining. Boston: Pearson Education as Ally & Bacon. -

* Informations non contractuelles et pouvant être soumises à modification
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