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PERSUASION IN MARKETING COMMUNICATION

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S1-MKT-MA-EI54UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1English
Professeur(s) responsable(s)K.CHARRY
Intervenant(s)Valérie DUCHAUSSOY


Pré requis

None

Objectifs du cours

The student must know and master the main theories applied to communication and persuasion. He must be able to analyze a communication (advertising / political speech ...) and define the criteria of persuasion used and make a critical analysis. Finally, the student must be able to construct and present a persuasive communication action.

Contenu du cours

Introduction and Definition of Persuasion
Main theories of persuasion in communication
Main persuasion tools
The matrix of persuasion
examples of persuasive communication and consequences
persuasion and new media
Conclusion and Business Case


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class12,00  
Tutorials4,00  
Independent study
Group Project8,00  
Estimated personal workload10,00  
Independent work
Research2,00  
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Tutorial
  • Case study
  • Coaching


Évaluation

At the end of the course, a multiple choice is made to check that the student has understood the main points of the course.
Since the course is interactive, participation is taken into account
Finally a real case treated in group with oral presentation corresponding to the final evaluation

Type de ContrôleDuréeNombrePondération
Continuous assessment
QCM0,00330,00
Participation0,00320,00
Final Exam
Oral exam0,00150,00
TOTAL     100,00

Bibliographie

  • Richard M. Perloff, The Dynamics of Persuasion: Communication and Attitudes in the 21st Century, 2nd ed., Lawrence Erlbaum Associates, Publisher, Mahwah, New Jersey, 2003 -

  • C. Derbaix – P.Gregory : Persuasion, la théorie de l’Irrationalité Restreinte – Ed; Economica, 2004 -

  • R.B. Ciladini, PH.D. INFLUENCE, The psychology of Persuasion - Editor R. Cialdini 1984 -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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