APPLIES TO ACADEMIC YEAR 2013/2014
PRK 3523 Persuasion in theory and practice
Responsible for the course
Magne Martin Haug
Department of Communication - Culture and Languages
According to study plan
Language of instruction
The course gives a basic introduction to research on influence and persuasion, and knowledge about how the theories have been applied. The course has an ethical component.
On completing the course, students should be able to understand and explain the main concepts and models of influence and persuasion, and conscious and unconscious processes underlying persuasion. Additionally, students should understand ethical dilemmas of persuasion.
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 communication messages. Students should be able to analyze ethical dilemmas in PR.
On completing the course, students should understand the complexities of reaching persuasion objectives, and be able to raise critical questions and reflect on influence and persuasion.
Gass, Robert H., John S. Seiter. 2014. Persuasion, social influence and compliance gaining. 5th ed. Boston: Pearson
Collection of articles:
Magne Martin Haug (red.). 2011. Artikkelsamling PRK 3523 Overtalelse i teori og praksis. Handelshøyskolen BI. Institutt for kommunikasjon, kultur og språk
Cialdini, Robert B. 2009. Influence : science and practice. 5th ed. Pearson/Allyn and Bacon
- Conscious and unconscious processes in decision-making
- Theories and research on influence and persuasion
- Research on the phases in communication
- The application of persuasion theory
- Ethics of influence and persuasion in PR
Learning process and workload
The course is implemented as classroom teaching and group assignments. The course is theoretical, with a practical component where students train in the use of theory in the analysis of media messages.
During the term two cases will be discussed. All students have to submit two cases in writing, individually or in groups of up to three students. The case submissions will be graded accepted/not accepted. The cases have to be handed in at a specified time.
Use of hours
|Preparation for lectures||
|Work on group assignments||
|Self study / reading of curriculum / preparations for exams||
|Total recommended use of hours||
To be allowed to sit for final exam, students must submit and get approved two cases in writing, individually or in groups of up to three students. The casesubmissions will be graded accepted/not accepted. See Learning process and workload.
A 4-hour individual written examination concludes the course.
PRK 35231 Written examination, counts 100 % towards the grade in the course PRK 3523 Persuasion in Theory and Practice, 7,5 credits
Examination support materials
No support materials allowed.
A re-sit is offered every term.
Students that have not passed the coursework requirements must retake the cases during the next scheduled course.
Students that have not passed the written examination or who wish to improve their grade must retake the exam in connection with the next scheduled examination.
This course will be lectured for the last time spring 2014. Re-sit exam will be offered autumn 2014 and last time spring 2015.