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Course Code: 
COMM 324
Course Type: 
Elective
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
5
Course Language: 
English
Courses given by: 
Course Objectives: 
To reveal that comprehension and interpretation of messages within the framework of perception are influenced by social and cultural references as well as personal beliefs, and to display that decisions and behaviours are shaped by both rational and irrational thinking; to evaluate the potential of impacting and manipulating the target audience within the scope of advertising, public relations, newsmaking and marketing by examining various persuasion theories.
Course Content: 

Perception, selective processes, the impact of the message characteristics on perception; relations between perceptions-beliefs-attitudes; effects of different persuasion theories  on perceptions; analyzing advertising, public relations, newsmaking, marketing messages from the point of view of informing versus manipulation, and the difference between them. 

Course Methodology: 
1-Lecture 2- Interactive Lecture 6- Case Study 7 15- Assignment
Course Evaluation Methods: 
A-Testing C- Homework E- Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes  Program Learning Outcomes Teaching Methods  Assessment Methods 
1) Examines perception and the selective processes related to it.    1, 3, 8, 9, 10 1,2,6,15 A,E,C
2) Examines the impact of personal beliefs and the social-cultural filters which constitute perceptions.   1, 3, 8, 9, 10 1,2,6,15 A,E,C
3) Examines the concept of perception and its role in the marketing/advertising process and brand formation.     1, 3, 7, 8, 9, 10 1,2,6,15 A,E,C
4) Analyzes the persuasion concept and the persuasion theories which are formed in the context of communicational/sociological theories.     1, 3, 8, 9, 10 1,2,6,15 A,E,C
5) Examines consumer attitudes in the light of persuasion theories, and attitude theories and practice.     1, 3, 7, 8, 9, 10 1,2,6,15 A,E,C
6)Analyzes and  interprets the difference between information and manipulation. 

7) Puts forward the  basic clues in the formation of a persuasion ethics. 

1, 3, 7, 8, 9, 10 1,2,6,15 A,E,C

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Introduction , basic concepts of persuasion Printed and visual materials
2 The concepts of  perception, selective processes, process of decision making. Printed and visual materials
3 Attitudes, how they are formed and changed: Persuasion theories  Printed and visual materials
4 The Elaboration Likelihood Theory and its impact on consumer thought Printed and visual materials
5 The Social Judgement Theory  and its impact on consumer thought Printed and visual materials
6 The Narrative Paradigm Model and its impact on consumer thought   Printed and visual materials
7 Midterm Examination   
8 The Cognitive Dissonance Theory and its impact on consumer thought   Printed and visual materials
9 The Psychological Reactance Theory and its impact on consumer thought   Printed and visual materials
10 The Theory of Spiral of Silence, and its impact on consumer thought   Printed and visual materials
11 The Problematic Integration Theory and its impact on consumer thought  Printed and visual materials
12 The Reinforcement Theory  and its impact on consumer thought Printed and visual materials
13 The Theory of Reasoned Action and its impact on consumer thought Printed and visual materials
14 The Communication Accommodation Theory and its effect on persuasion Printed and visual materials
15 Summary of the course and questions.  
16 Final Examination   

Recommended Sources

RECOMMENDED SOURCES
Textbook Daniel J. O’Keefe, Persuasion: Theory and Research, Sage Publ., 2002

 

Additional Resources Herbert W. Simmons, J.G. Jones, Persuasion in Society, Routledge, 2011.

Richard M. Perloff, The Dynamics of Persuasion, Routledge, 2010.

Material Sharing

MATERIAL SHARING
Documents Course notes (Printed)
Assignments  
Exams Midterm, Project Presentation and Final Examination. 

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms 1 60
Assignment 4 40
Project and presentation Opinion formation about the student, and extra grading.   
Total   100
Contribution of Final Examination to Overall Grade   60
Contribution of In-Term Studies to Overall Grade   40
Total   100

 

COURSE CATEGORY Elective Courses

Course’s Contribution to Program

COURSE CONTRIBUTION TO PROGRAM
No Program Learning Outcomes Contribution
1 2 3 4 5
1 Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences         x
2 Students design advertisements suitable for both traditional and digital media.          
3 Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives.         x
4 Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards.          
5 Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes.          
6 Students create and lead media strategies in the field of advertising.           
7 Students abide by universal values, law and ethical principles.         x
8 Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members.       x  
9 Students adopt the critical approach in evaluating knowledge and skills related to the field.     x    
10 Students demonstrate knowledge and understanding of the concepts and models related to the field.         x

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration 14 3 42
Hours for off-the-classroom study (Pre-study, practice)          14 4 56
Assignment 4 5 20
Final  1 2 2
Total Work Load     120
Total Work Load / 25 (h)     4,8
ECTS Credit of the Course     5