School of Business and Management

Persuasive Strategies in Marketing (BUS220)

Semester: A
Level: 5
Module code: BUS220
Module organiser: Dr Stephan Dickert

Module Overview

This module investigates the techniques adopted by professionals in marketing, sales, as well as general business negotiation environments in order to change stakeholder behaviour and attitudes, influence outcomes, and gain compliance. Students will explore, compare and integrate a variety of theories of persuasion grounded in research from the fields of linguistics, psychology, sociology, and rhetoric.  


  • Coursework 80%
  • Presentation 20%

Reading List 

  • Influence: The Psychology of Persuasion. New York: William Marrow , Cialdini R (1993)