Persuasive Communication

Persuasive Communication

What messages break through in today's 24/7 and cluttered communication environment? Which ones are better remembered? What are effective principles of persuasive communication in an online setting? Successful communication depends not only on what is said, but also how it is said.

In this three-day Master Class, you get answers to such questions and learn practical skills around A/B testing, neuromarketing and message design that you can immediately put into use in practice. The course features the latest insights on persuasion from the fields of psychology, marketing and linguistics, with contributions from world-leading faculty members and experts such as Bart Schutz, Kevin Murray and professor Gui Liberali.

The Master Class consists of lectures, interactive group sessions, and practical sessions where you will be trained in applying persuasion techniques yourself. 

Key benefits

By participating in this programme, you will:

  • gain an in-depth understanding of persuasion theory from the fields of psychology, marketing and linguistics, based on the latest academic research
  • acquire practical skills regarding 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
  • become familiar with the language of smart leaders, and how they have developed and improved their communication skills.
  • This three-day course is for professionals with an interest in:

    • Corporate communication, both internal and external
    • Marketing
    • PR
    • Branding
    • Reputation management

    It is recommended to have three or more years of work experience.

  • Prof. Joep Cornelissen

    Joep Cornelissen is Academic Director of the MScCC programme and Professor of Corporate Communication & Management at Rotterdam School of Management, Erasmus University (RSM). The main focus of his research involves studies of the role of corporate and managerial communication in the context of innovation, entrepreneurship and change, and of social evaluations of the legitimacy and reputation of start-up and established firms.

    He has written a general text on corporate communication (Corporate Communication: A Guide to Theory and Practice, Sage Publications) which is now in its fifth edition, and used by nearly 25,000 students in over 50 countries.

    Prof. Gui Liberali

    Gui Liberali is the Endowed Professor of Digital Marketing at RSM. He holds a doctorate in marketing and a B.Sc. in computer science. His work has appeared on Marketing Science, Management Science, International Journal of Marketing Research, Sloan Management Review, and European Journal of Operational Research.

    His research interests include optimal learning, multi-armed bandits, digital experimentation, natural language processing, morphing theory and applications (e.g., website morphing, ad morphing), dynamic programming, machine learning, and product line optimisation. 

    Bart Schutz

    Bart Schutz is a world-renowned persuasion expert with a background in pyschology, and Chief Psychology Officer at Online Dialogue. 

    He has academic, strategic and pragmatic experience in digitally growing businesses by combining insights from psychology with data analysis. He regularly blogs and provides inspiring keynotes, while traveling all over the world to share online consumer insights to businesses and organisations.

    He has an established consultancy career where he advises businesses on how to optimally design their websites and online applications. Among his clients have been corporations such as, ABN Amro, RTL, Rabobank and Telfort.

    Kevin Murray

    Kevin Murray is a former journalist, publisher, marketing director, communications and PR director, business CEO and Chairman.

    Kevin is author of three business books – “People with Purpose”, ”The Language of Leaders” , and “Communicate to Inspire” . People with Purpose was published in February 2017 and features exclusive interviews with CEO’s, neuroscientists, and psychologists and gives every leader an insight in to how to use purpose to encourage super performance.

    He has interviewed more than 100 CEO’s and has conducted exclusive poles among 3000 managers and 6000 employees on what are truly motivational behaviours. He speaks at conferences and leadership events around the world, and does exclusive leadership coaching.

    Martin Kersbergen

    Martin Kersbergen is Chief Brand Officer at DELA, and an alumnus from RSM's Executive Master of Science in Corporate Communication.

    He has received numerous awards for excellence, innovation, creativity and online strategy, such as:

    • Shell Award for Excellence in Corporate Communication
    • Cannes Lions Grand Prix for Best Integrated Campaign

    • Special Achievement Award, in recognition of excellence in reputation measurement and management.

  • Dates
    25-27 September 2018

    The course fee: € 2.600,-, includes tuition, course material and lunches  

    Bayle (J) Building, campus Woudestein
    Burgemeester Oudlaan 50
    Rotterdam, the Netherlands

    Hotel accommodation
    If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.

    Cancellation policy
    Cancellations must be received in writing (or e-mail) at

    • 45-30 days prior to the start date of the programme:          due 25% of programme fee
    • 29 – 8 days prior to the start date of the programme:          due 60% of programme fee
    • 7 days or less prior to the start of the programme:              due 100% of programme fee

    To receive full refund, the notice of cancellation must be received more than 45 days prior to the start of the programme (a charge of 10% costs is applicable). If the programme is cancelled, liability is limited to the programme fee.

    The participant can be substituted by someone from the same organisation on the same course without extra costs.

  • This programme takes place from 25 to 27 September. You can apply by using our online application form:

Interested in an executive master degree?

This course can also be taken as part of RSM's part-time Executive Master in Corporate Communication, a flexible and accredited master programme for communications professionals. Find out more: