MRK 3560 Mass Media Persuasion - RE-SIT EXAMINIATION


MRK 3560 Mass Media Persuasion - RE-SIT EXAMINIATION

Responsible for the course
Gerhard E Schjelderup

Department of Marketing

According to study plan

ECTS Credits

Language of instruction

The course gives an intermediate level introduction to research and theories on influence and persuasion, with an emphasis on the use of the mass media as a channel. The course adresses persuasion on a group/mass level, and is not a 1-1 person influence course. Discussions and analysis concerning ethical and moral dilemmas related to persuasion is a central part of the course.

Learning outcome
Recquired Knowledge
On completing the course, students should be able to understand and explain the main concepts and models relating to the academic field of persuasion, as well as understand conscious and unconscious processes underlying these mechanisms. Additionally, students should be able to analyze ethical dilemmas connected to mass media campaigns and messages.

Recquired Skills
On completing the course, students should be able to apply theories and models on mass media persuasion and the effects of the mass media to analyze media messages, in addition to being able to use the theories and models to construct campaigns. Students should be able to analyze ethical dilemmas connected to persusion through the use of the mass media.

On completing the course, students should understand the complexities of reaching persuasion objectives when using mass media as a channel, and be able to raise critical questions and reflect on mass media influence and persuasion.


Compulsory reading
O'Keefe, Daniel J. 2002. Persuasion : theory & research. 2nd ed. Sage Publications

Collection of articles:
Gerhard E. Schjelderup. 2011. Artikler om massepåvirkning. Handelshøyskolen BI

Recommended reading
Cialdini, Robert B. 2009. Influence : science and practice. 5th ed. Pearson/Allyn and Bacon. (4. utgave av boken finnes også i norsk utgave)
Kahnemann, Daniel. 2011. Thinking, fast and slow. Farrar, Straus and Giroux

Course outline

  • Conscious and unconscious processes in decision-making
  • Theories and research on influence and persuasion
  • Research on the phases in communication
  • Mass media effects
  • Ethics of influence and the media

Computer-based tools
Internet access.

Learning process and workload
The course is conducted in the form of classroom teaching and group assignments. The course is theoretical, with a practical component where students train the use of theory in the analysis of media messages.

Coursework requirements (This is not a requirement for re-sit examination 2014/15)
During the semester, three cases/assignments will be presented and discussed in class. All students have to submit written discussions of case 2 and 3, alone or in a group with two or three students. Assignment 1 is a multiple choice and must be done individually. All assignments must be submitted through the learning platform itslearning. The cases are graded pass or not passed. Among submitted cases, some will be selected for presentation in class. Two of the three cases/assignments must be graded "pass" for a student to be allowed to take the final examination of the course.

Attending lectures
Preparation for lectures
Work on group assignments
Self study / reading / preparations for examinations
Total recommended use of hours

Coursework requirements

A four-hour individual written examination concludes the course.

Examination code(s)
MRK 35601 The written examination, accounts for 100% for the grade in the course MRK 3560 Mass Media Persuasion, 7,5 credits.

Examination support materials
No support materials allowed.

Re-sit examination
The course was lectured last time autumn 2013. Re-sit examination is offered autumn 2014 and last time spring 2015.

Additional information