The Master class is divided in three sections.
- The first section showcases the theoretical foundations of this topic by discussing notions from psychology about language (development of language, meaning of words,
- language production) and presenting the classical foundations of argumentation theory rooted in the philosophy of Aristotle and Plato (logic, rhetoric).
- The second section focuses on an overview of the key findings in persuasive communication theory and research, more specifically showcasing ‘discourse analyses’ (how do public debates evolve around issues that are crucial for specific industries?’. For example monetary compensation for R&D efforts for pharmaceuticals in their pricing policy for medicine) and persuasive strategies aimed at impacting those debates such as framing, agenda setting, storytelling.
- The third section is aimed at translating the theoretical foundations offered in this course into managerial tactics in messaging strategies. Among others, we will discuss CEO speeches, embedding messaging choices in the launch of a new CEO.
The following model will be central in this advanced elective course: