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Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
ADV1616	Persuasion	Spring	3	0	3	7

Basic information

Language of instruction:	English
Type of course:	Must Course
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Assoc. Prof. GÜL ŞENER
Course Lecturer(s):	Assist. Prof. SELCAN YEŞİLYURT Assoc. Prof. GÜL ŞENER
Course Objectives:	The main objective of the course is to provide students with a solid grounding in theories, principles, and strategies of social influence and persuasion as they apply to everyday contexts in which influence attempts take place. We'll explore this subject from a scientific and psychological perspective. We'll learn basic, effective persuasion tactics that are effective in changing attitudes and behaviors in a variety of situations. Students should gain familiarity with findings from empirical investigations on persuasion, social influence, and compliance gaining, and will learn about strategies and techniques of persuasion relating to a wide variety of real-life communication contexts, situations. and settings.

Learning Outcomes

The students who have succeeded in this course;
1) Develops a basic understanding of persuasion as a communication tool and its boundaries.
2) Identifies key theories of persuasion.
3) Explains how cognitive processing of persuasive messages occur.
4) Describes an attitude, its structure and its functions.
5) Develops competencies in understanding psychological dynamics behind the acceptance of a persuasive message.
6) Assess' the effects of confirmity and influence in groups and how they apply to persuasion.
7) . Identifies the concept compliance gaining and how it can be achieved in various communication contexts.
8) Explains the main components of the concept of credibility and understands its centrality for brand communication.
9) Identifies persuasive tactics used in advertising and marketing

Course Content

This course will cover the basic persuasion theories. Also as foundations of these theories, belief, attitude, behavior related theories will be examined.

The teaching methods to be used are as follows;
Lecture: Explaining course topics to students.
Reading: Students reading course materials.
Case Study: Students analyze case studies related to persuasion.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Orientation • Meet-up • Syllabus Review • Course requirements
2)	What constitutes persuasion? - Definition of persuasion and limiting criteria	Students are expected to read Chapter 1-2 before attending the class
3)	What constitutes persuasion? - The Elaboration Likelihood Model - The Heuristic Systematic Model - The Unimodel of Persuasion
4)	Attitudes and Consistency - What is an attitude? - Basic functions of attitudes (Katz)	Students are expected to read Chapter 3 before attending the class
5)	Attitudes and Consistency - The Reasoned Action Approach
6)	Attitudes and Consistency - Psychological Consistency - Cognitive Dissonance Theory
7)	Midterm
8)	Conformity and Influence in Groups - Conformity as persuasion - Identification and reference groups - Deindividuation, social loafing, and social facilitation	Students are expected to read Chapter 6 before attending the class
9)	Compliance Gaining - Definition - Compliance gaining strategies	Students are expected to read Chapter 10 before attending the class
10)	Compliance Gaining - Situational factors affecting compliance gaining behavior -Power types	Students are expected to read Chapter 10 before attending the class.
11)	Motivational Appeals - Logical and Emotional Appeals - Fear appeals - Humorous appeals	Students are expected to read Chapter 13 before attending the class.
12)	Motivational Appeals - Sex appeals - Pride and Patriotism - Ingratiation	Students are expected to read Chapter 13 before attending the class.
13)	Sequential Persuasion - Pregiving - Persuasion tactics	Students are expected to read Chapter 11 before attending the class.
14)	Wrap-up

Sources

Course Notes / Textbooks:	Persuasion, Social Influence, and Compliance Gaining (Fourth Edition) Jennifer Acosta-Licea (California State University, Fullerton) Robert H. Gass (California State University, Fullerton) John S. Seiter (Utah State University)
References:

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Quizzes	1	% 10
Midterms	1	% 35
Final	1	% 45
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 55
PERCENTAGE OF FINAL WORK		% 45
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	9	126
Homework Assignments	2	4	8
Quizzes	1	3	3
Midterms	1	4	4
Final	1	4	4
Total Workload			187

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	3
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	5
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	4
4)	To be able to follow and interpret innovations in the field of advertising	3
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	2
6)	To address and solve the needs and problems of the field through the developed scientific perspective	2
7)	To recognize and understand all the dynamics within the field of advertising	2
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	2