Course Description and Overview

This course is an introduction to the principles and practices of persuasive communication. The course explores persuasion theory from its foundation as classical rhetoric to more contemporary approaches, including the relationship between attitudes, beliefs and behaviour. Persuasive speaking will also be examined. In addition, the structure of persuasive manoeuvres beginning from the source to the message, via a channel to the receiver will be analysed. Interpersonal and group conflict management, organizational persuasion contexts and persuasive campaigns will also be examined.

Course Objectives

By the end of the course the students is expected to

  1. Define persuasion in its broadest context and distinguish it from other communication types/activities. 
  2. Explain the theoretical foundations of persuasion and identify key theorists.
  3. Portray understanding of the relationship between attitudes, beliefs and behaviour. 
  4. Prepare and present a persuasive speech to a public audience.
  5. Critique and analyse persuasive messages.