Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| PERSUASION STRATIGIES | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Assoc.Prof. Yeşim Esgin |
| Aim | This course not only aims to provide students principles of persuasion strategies, but also aims giving ability to apply persuasion theories into different contexts while creating their marketing communications, advertising or digital campaigns |
| Course Content | This course contains; Introduction to Communication & Persuasion,The Key Elements in Persuasion,Attitude, Behavior and Cognitive Dissonance,Persuasion Strategies I,Persuasion Strategies II,Persuasion Strategies III,Structuring Persuasive Messages,Persuasive Approaches in Advertising ,Persuasive Approaches in Marketing Communication,The Use of Persuasion Technologies on Internet Sites,Sector Specific Comparative Analysis of Persuasion Technologies,Structuring Web Based Persuasive Messages,Course Wrap-Up,Final Team Project Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| After completing this course, students will: • be able to explain persuasion strategies • recognize the persuasive strategies used in advertising and marketing campaigns • comprehend fundamentals of web based persuasion technologies • be able to structure theory-driven persuasive messages for digital platforms | 13, 16, 19, 4, 5 | A, F |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 4: Inquiry-Based Learning, 5: Cooperative Learning |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Communication & Persuasion | |
| 2 | The Key Elements in Persuasion | |
| 3 | Attitude, Behavior and Cognitive Dissonance | |
| 4 | Persuasion Strategies I | |
| 5 | Persuasion Strategies II | |
| 6 | Persuasion Strategies III | |
| 7 | Structuring Persuasive Messages | |
| 8 | Persuasive Approaches in Advertising | |
| 9 | Persuasive Approaches in Marketing Communication | |
| 10 | The Use of Persuasion Technologies on Internet Sites | |
| 11 | Sector Specific Comparative Analysis of Persuasion Technologies | |
| 12 | Structuring Web Based Persuasive Messages | |
| 13 | Course Wrap-Up | |
| 14 | Final Team Project Presentations |
| Resources |
| Cialdini R, Influence: The Psychology of Persuasion, Esgin Y, İkna Teknolojileri-İnternet Sitelerinde Sektörel Bazlı Karşılaştırmalı Analiz, Çizgi Kitabevi, 2018 Cialdini, R., & Goldstein, N. (2002, April). The Science and Practice of Persuasion. Cornell Hospitality Quarterly , 43, pp. 40-50. Lecture Notes * Students are required to attend the class with a minimum of 70% attendance. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | X | |||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 14 | 3 | 42 | |||
| Resolution of Homework Problems and Submission as a Report | 4 | 2 | 8 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 15 | 15 | |||
| Quiz | 3 | 1 | 3 | |||
| Midterm Exam | 1 | 21 | 21 | |||
| General Exam | 1 | 21 | 21 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 152 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(152/30) | 5 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| PERSUASION STRATIGIES | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Assoc.Prof. Yeşim Esgin |
| Aim | This course not only aims to provide students principles of persuasion strategies, but also aims giving ability to apply persuasion theories into different contexts while creating their marketing communications, advertising or digital campaigns |
| Course Content | This course contains; Introduction to Communication & Persuasion,The Key Elements in Persuasion,Attitude, Behavior and Cognitive Dissonance,Persuasion Strategies I,Persuasion Strategies II,Persuasion Strategies III,Structuring Persuasive Messages,Persuasive Approaches in Advertising ,Persuasive Approaches in Marketing Communication,The Use of Persuasion Technologies on Internet Sites,Sector Specific Comparative Analysis of Persuasion Technologies,Structuring Web Based Persuasive Messages,Course Wrap-Up,Final Team Project Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| After completing this course, students will: • be able to explain persuasion strategies • recognize the persuasive strategies used in advertising and marketing campaigns • comprehend fundamentals of web based persuasion technologies • be able to structure theory-driven persuasive messages for digital platforms | 13, 16, 19, 4, 5 | A, F |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 4: Inquiry-Based Learning, 5: Cooperative Learning |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Communication & Persuasion | |
| 2 | The Key Elements in Persuasion | |
| 3 | Attitude, Behavior and Cognitive Dissonance | |
| 4 | Persuasion Strategies I | |
| 5 | Persuasion Strategies II | |
| 6 | Persuasion Strategies III | |
| 7 | Structuring Persuasive Messages | |
| 8 | Persuasive Approaches in Advertising | |
| 9 | Persuasive Approaches in Marketing Communication | |
| 10 | The Use of Persuasion Technologies on Internet Sites | |
| 11 | Sector Specific Comparative Analysis of Persuasion Technologies | |
| 12 | Structuring Web Based Persuasive Messages | |
| 13 | Course Wrap-Up | |
| 14 | Final Team Project Presentations |
| Resources |
| Cialdini R, Influence: The Psychology of Persuasion, Esgin Y, İkna Teknolojileri-İnternet Sitelerinde Sektörel Bazlı Karşılaştırmalı Analiz, Çizgi Kitabevi, 2018 Cialdini, R., & Goldstein, N. (2002, April). The Science and Practice of Persuasion. Cornell Hospitality Quarterly , 43, pp. 40-50. Lecture Notes * Students are required to attend the class with a minimum of 70% attendance. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | X | |||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |