After taking this course, students:
Relation between assessment and learning goals
- have knowledge and understanding of the central theoretical, historical, and contemporary approaches to social influence, public communication, and advertising.
- have experience with doing desk research (in subgroups) on a specific problem in social influence, public communication, and/or advertising. They can integrate the findings in a written advisory report and an oral presentation.
- have the skills to discern relevant theory and translate it to a practical solution for a real-life business problem.
Assessment entails a written exam (partly multiple choice, partly open questions) halfway through the course, and writing an advisory report (in subgroups) at the end of the course. The exam tests, by means of knowledge, insight, and application questions, whether students master the theory. The advisory report tests whether students have the skills to apply research findings to develop a solution for a real-life problem.
Social influence is everywhere around us. Not only in advertising, but also in politics, in the supermarket, at work, and at home. Everywhere, people try to persuade each other to buy something, say yes to something, or change their minds about something. How does social influence work, and which strategies are most effective? These questions are central in this course. The goal of this course is to learn the basic theories and processes of social influence, and to learn to apply them to real-life problems. Because people are exposed to more social influence attempts than they can consciously process, we will also look at unconscious forms of influence.|
In the first part of the course your learn the basic theory. A written exam consisting of knowledge, insight and application questions tests whether you master the theory. In the second part of the course you work in small groups to develop a solution for a real-life problem (profit or non-profit) with the help and feedback from influence experts from the business world. This second part ends with a written report and an oral presentation.