COMS 633: Persuasion Theory and Strategy
Prerequisites: None
Credit Hours: (3)
Seminar format in which students will discuss and explore concepts and theories relating
to persuasion. Includes application to the corporate environment.
Detailed Description of Course
List of topics or major units:
Perception; Introduction to Persuasion; Attitudes, Beliefs, and Values; Behavioral
Theories of Persuasion; Attitudes and Behavior; Changing Attitudes; Compliance Gaining/Seeking;
Interpersonal Persuasion; Group and Organizational Persuasion; Public and Mass Persuasion;
Political Persuasion
Detailed Description of Conduct of Course
A variety of methods will be used to teach the course. For instance, seminar reports
might be assigned in which the students will present a reading to the class. Not
only do they present this material, but they also lead a discussion about the material
by constructing discussion questions. The student must also relate their readings
with concepts/theories from previous readings. Exams may be administered to assess
the students鈥� mastery of the material. And, students might be required to write a
research proposal or complete a final project.
Student Goals and Objectives of the Course
Having successfully completed this course, graduate students will be able to communicate
more effectively in the workplace and to create persuasive campaigns for their employer.
An understanding of persuasive techniques and theories allows students to navigate
the work world more efficiently, which can lead to greater success in their careers.
In addition, the student will be able to both produce persuasive messages and resist
persuasive messages.
Assessment Measures
A variety of assessment measures may include exams, final papers or final projects,
and seminar reports.
Other Course Information
The following textbooks are suggested for the course:
Borchers, T.A. (2002). Persuasion in the media age. Boston, MA: McGraw-Hill Companies.
Gass, R.H., & Seiter, J.S. (1999). Persuasion, social influence, and compliance
gaining. Needham Heights, MA: Allyn and Bacon.
Johnston, D.D. (1994). The art and science of persuasion. Madison, WI: Wm. Brown
& Benchmark Publishers.
Shavitt, S., & Brock, T.C. (1994). Persuasion: Psychological insights and perspectives.
Needham Heights, MA: Allyn and Bacon.
Review and Approval
March 14, 2016