Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

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

Méthodes pédagogiques

• Coaching
• Interactive class
• Presentation

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
A final Exam is done to valid the ability of the student to decode a communication and to improve the persuasive effectivness

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 -