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Persuasion and Influence

Course Description: This course covers the fundamental concepts and theories of persuasion. It reviews the most important methods and strategies used to influence the attitudes and behaviors of individuals and groups. It also focuses on analyzing audience characteristics and the psychological, social, and cultural factors that influence the persuasion process. The course provides students with practical opportunities to design and evaluate persuasive messages and employ them in various communication situations (oral, written, and digital). The course aims to prepare students to practice persuasion professionally and ethically, thereby enhancing their role in serving society and effective communication.

Credit hours: 3

Objectives of the course :

The course aims to provide students with the theoretical foundations for understanding the process of persuasion, its theories, and strategies. It also seeks to develop their ability to analyze audiences and identify factors that influence the formation of attitudes and beliefs. Furthermore, it equips them with the skills to design and evaluate persuasive messages and apply them effectively in various communication situations, thereby enhancing their role in positive influence and emphasizing their commitment to professional ethics and social responsibility.

Course outputs :

Explains the basic concepts and theories associated with persuasion and influence.
2- Explains the methods and strategies used in persuasion and how to employ them in different situations.
Analyzes consumer behavior and trends to identify factors influencing the persuasion process.
Applies persuasion techniques in oral, written, and digital communication situations.
5- Evaluates the effectiveness of persuasive messages using professional and research standards.
Designs persuasive messages and offers that consider the characteristics and needs of the target audience.
7 - Adheres to professional ethics and objectivity in the practice of persuasion and influence.
8- Assumes responsibility for employing persuasive skills for the public good and respecting diversity.
9- Demonstrates critical thinking and responsible decision-making when influencing others.

Additional information:

Last updated: July 7, 2026