Persuasive Communication

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Tijdsduur
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Opleiderscore: starstarstarstarstar_half 9 Rotterdam School of Management, Erasmus University - Executive Education heeft een gemiddelde beoordeling van 9 (uit 14 ervaringen)

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Beschrijving

Please note that this is an online masterclass, held in a password-protected environment in Zoom.

What messages breakthrough in today's 24/7 and cluttered communication environment? Which ones are better remembered? What are effective principles of persuasive communication in an on-line setting, and within leadership and group settings within organisations?

In this three-day module, you get answers to these questions and learn practical skills around A/B testing, neuromarketing and message design that you can immediately put into use in your own organisation. The course features the latest insights from the science of persuasion from the fields of psychology, marketing and linguistics, wit…

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Please note that this is an online masterclass, held in a password-protected environment in Zoom.

What messages breakthrough in today's 24/7 and cluttered communication environment? Which ones are better remembered? What are effective principles of persuasive communication in an on-line setting, and within leadership and group settings within organisations?

In this three-day module, you get answers to these questions and learn practical skills around A/B testing, neuromarketing and message design that you can immediately put into use in your own organisation. The course features the latest insights from the science of persuasion from the fields of psychology, marketing and linguistics, with contributions from world-leading faculty and experts such as Prof. dr. Joep Cornelissen, Bart Schutz, Prof. dr. Gui Liberali and Kevin Murray.

The masterclass is designed to help you:

  • gain an advanced understanding of the theoretical foundations of persuasion in psychology, digital marketing and linguistics;
  • acquire practical knowledge and skills of key persuasion techniques such as framing, priming and rhetoric, in terms of when and how best to use them in a range of different settings ranging from CEO speeches to online marketing platforms.
  • learn how to design messages using neuromarketing and A/B testing techniques, and roll them out as part of a multi-channel strategy;
  • and learn how these persuasive techniques are used by leaders and how smart leaders have developed and honed their communication skills.

Brief overview of the course programme

Day 1: Tuesday, 22 September 2020

  • Introduction and foundations of persuasive communication
  • A cognitive focus on persuasion
  • Guest lecture

Day 2: Wednesday, 23 September 2020

  • Guest lecture
  • A linguistic focus on persuasion
  • Workshop: persuasive language and body language

Day 3: Monday, 28 September 2020

  • Introduction to effective leadership communication
  • Charismatic leaders
  • Wrap-up
  • Explanation of the final assignment
  • Closing drinks!

This masterclass is led by Prof. dr. Joep Cornelissen.

Alumni from RSM and Erasmus University Rotterdam receive a 10% discount on selected programmes. Contact our programme advisor for more information.

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