Universitat Internacional de Catalunya
Persuasive Communication
Teaching staff
Introduction
Persuasion consists of the deliberate use of communication to change, form or reinforce people's attitudes. The speaker who masters persuasive communication ensures that the message is transcendent. In the field of communication, persuasion is an essential element in all professional specialties.
In this course, students will work in depth (theoretically and practically) on persuasive communication through the attributes of the speaker, the construction of the message and the psychological characteristics of the recipients. It will also address various areas of application of persuasion, such as interpersonal communication, politics, advertising, sales or reputation management. This will allow, at the same time, the critical deconstruction of the messages we receive as receivers.
Pre-course requirements
No prerequisites are necessary.
Objectives
- Understanding the basics of persuasive communication.
- Mastering the construction of intentional messages
- Incorporating persuasion in the different areas of communication.
- Adaptating persuasive contents according to the audiences we are addressing
Competences/Learning outcomes of the degree programme
- 02 CG - The ability to learn and act an autonomously and responsibly
- 17 CE - The ability to produce spoken and written texts for journalistic projects
- 20 CE - The ability to plan and carry out journalistic projects
- 41 CE - The ability and capacity to interact in the environment
Learning outcomes of the subject
Students will be able to:
1. Improve their understanding of persuasive communication techniques.
2. Access tools for the construction of persuasive content in any format.
3. Improve their ability to argue
4. Practice different persuasive genres in the fields of marketing, institutional and political communications.
6. Develop a broader knowledge of concepts such as empathy, credibility and the psychology of persuasion.
Syllabus
- Persuasion and the system of rhetoric
- Rhetoric, persuasion and the debate of ideas
- The communicative-persuasive sources and the basic messages of persuasion
- The psychological perspective of persuasion
- Neuromarketing
- Persuasion through empathy
- Image recovery strategies after a reputational crisis.
- Political persuasion. Campaign analysis
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
| Focused Praxis. Handing in occasional exercises to learn theory through practice. | 1.5 |
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 1 |
| Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 1.5 |
Evaluation systems and criteria
In person
- Attitude (10%)
- Practices (60%)
- Final exam (30%)
Other sittings: 100% final exam.
Faculty regulations will be strictly observed in cases of plagiarism, fraudulent use of Artificial Intelligence and in relation to spelling mistakes.
Bibliography and resources
- Benoit, W. L. (1997): Image Repair. Discourse and Crisis Communication. Public Relations Review. 3(2) 177- 186.
- Cialdini, R. B. (1990). Influencia: ciencia y práctica. Barcelona, Universidad de Barcelona.
- Freire Úbeda, M. (2020). Ponte en modo DISC – Una guía de autoconocimiento. Ed. Samarcanda
- Hasso Platner Institute of Design (2014?): Mini-guía: Una introducción al Design Thinking. +Bootleg Bootcam en Español. Stanford University.
- Lario, J. E. (2019). Técnicas de persuasión y comunicación digital. Caligrama.
- León, J. L. (2008). Persuasión pública. Universidad del País Vasco, Servicio Editorial= Euskal Herriko Unibertsitatea, Argitalpen Zerbitzua.
- Maarek, P. J. (2009). Marketing político y comunicación: claves para una buena información política. Paidós.
- Marraud, H. (2017): De las siete maneras de contraargumentar. Quadripartita Ratio: Revista de Retórica y Argumentación, 2(4), 52-57.
- Owen, J. E., Mahatmya, D., & Carter, R. (2017). Dominance, Influence, Steadiness, and Conscientiousness (DISC) Assessment Tool. Encyclopedia of Personality and Individual Differences, 1–4. doi:10.1007/978-3-319-28099-8_25-1
- Renvoisé, P., & Morin, C. (2006). Neuromárketing: el nervio de la venta. Editorial UOC.
- Serrano Ortega, M. & Blázquez Ceballos, P. (2015): Design Thinking. Lidera el presente. Crea el futuro. Libros profesionales de empresa. ESIC.
- Spang, K. (2005). Persuasión. Fundamentos de retórica. Pamplona: Ediciones de la Universidad de Navarra.
- Weston, A., & Seña, J. F. M. (1994). Las claves de la argumentación. Barcelona: Ariel.