SBM-NMIMS: COURSE TEACHING PLAN
Assurance of Learning - AOL Specific
Course Code
Persuasive Communication
Course Title
Course Prof. Gabrielle Heart
Instructor/s
sCredit 3 – Full Credit (20 sessions of 80 minutes each)
Value
Programme MBA Trimester –IV
& Trimester
None
Pre-requisite
CLOs – (in bracket state the PLOs to map)
CLO 1) To enable students to understand and apply the process, strategies and acts of persuasion
(PLO 5a)
CLO 2) To develop managerial capabilities in order to identify appropriate persuasive techniques
Learning that allow creation of plausible alternatives for audiences (PLO 5b)
Objectives
CLO 3) To enable students to practice the application of theoretical frameworks of persuasion to
adapt these frameworks to business and real-life scenarios (PLO 6b)
CLO 4) To further strengthen students’ repertoire of persuasive verbal and non-verbal
communication techniques to enhance managerial, and leadership industry-specific objectives
(PLO 6c)
At the end of the course, the participants should be able to…
1) Identify and explain the key processes, strategies, and acts of persuasion, applying
them effectively in various contexts.
Learning 2) Analyze and assess different persuasive techniques, using them to create persuasive
Outcomes alternatives tailored to the needs and perspectives of diverse audiences.
(Must be
connected to 3) Apply theoretical frameworks of persuasion and adapt them to real-life business
Learning and managerial scenarios.
Objectives)
4) Develop and refine persuasive verbal and non-verbal communication skills, using
them strategically to achieve industry-specific managerial and leadership
objectives.
Persuasive Communication is a crucial and a vital skill in today’s dynamic, contemporary and
ever-evolving business environment, strongly influencing managerial success, leadership,
decision-making, and organizational success. This course has been designed keeping in mind that
students be equipped with an overall understanding of persuasive strategies, processes, and
techniques, while emphasizing their function and application in real-world business settings.
Course
Students will be provided with the opportunity to explore not only the theoretical frameworks
Description and practical tools of persuasion, but also in developing a comprehensive skill set for effective
communication.
Through a combination of verbal and non-verbal communication techniques, students will get to
learn to master persuasive language patterns, enhance their behavioral communication skills, and
engage in creative approaches to influence others. The course will also focus on building
1|Page
expertise in persuasive verbal and non-verbal behavioral skills, helping students refine their
ability to use communication strategically in leadership and managerial contexts.
In addition, the course will foster an awareness of ethical persuasion, equipping students with the
ability to recognize and guard against manipulative or fraudulent communication tactics. By
engaging in hands-on practice, students will not only strengthen their persuasive abilities but also
gain a deeper understanding of the powerful role persuasive communication plays in personal
career advancement and business success.
Specific 3 Credit 1.5 AOL CLO CLO CLO CLO
assessment Cre Instruments 1 2 3 4
methods dit (*)
The evaluation is based on the application and practical aspects of the course and,
hence, is driven by ICA.
Class participation
10% - - - -
(individual)
Class test Embedded
10% 5 - 5 -
(individual) Question
Persuasive
Techniques
30% Rubric - 10 10 10
Application – Role
Play (Group)
Evaluation Project – Writing
Pattern Assignment 30% Rubric 15 - 15 -
(Individual)
Quiz (Individual)
20% - 10 10
Total 100 50 20 20 30 20
*AOL Assessment Instruments:
Embedded Questions: Quiz, Class Test, Midterm Examination, Final Examination
Rubrics: Case & Article Discussion, Individual Assignment
Group Projects & Viva's, Case Problem analysis, Oral and written
communication presentations, Role Play,
Group Presentation, Group Project, etc.
Chapter detail The pedagogy adopted
Sessions Topics / Subtopics / Article Reference / Case for class engagement
Studies (Learning Outcomes
session wise)
Module 1: Essential Readings
Foundations of Learning Outcome:
Persuasive Cialdini, R. B. (2004). The
Communication science of persuasion. Scientific
American Mind, 14(1), 70-77. Students will
Introduction to understand the
Persuasive Braet, A. C. (1992). Ethos, pathos fundamental concept of
1&2 Communication and logos in Aristotle’s Rhetoric: persuasion and its role
A re-examination. in business
1. Definition and
importance of Argumentation, 6(3), 307–320. communication..
persuasive https://doi.org/10.1007/bf001546
communication in 96
business
2. Overview of the
persuasion process
2|Page
3. Persuasion vs.
manipulation:
Ethical
considerations
4. Introduction to key
persuasion theories
(e.g., Aristotle's
Rhetoric: ethos,
pathos, logos)
5. Basic principles of
persuasion
Module 1: Essential Readings
Foundations of CP Activity – I: 5
Persuasive Cialdini, R. B. (2004). The Marks
Communication science of persuasion. Scientific
American Mind, 14(1), 70-77.
The Psychology of Learning Outcome:
Persuasion Petty, R. E., & Briñol, P. (2014). Students will learn to
Emotion and persuasion: recognize
The theories of the psychological triggers
Cognitive and meta-cognitive
Masters - I
processes impact attitudes. that influence
1. Cognitive biases Cognition & Emotion, 29(1), 1– persuasive
and their impact on 26. communication and
decision-making https://doi.org/10.1080/02699931 decision-making.
(e.g., anchoring .2014.967183
3&4
bias, confirmation
bias)
2. The psychology of
influence and
persuasion
3. Robert Cialdini’s 6
Principles of
Persuasion:
Reciprocity,
Commitment,
Social Proof,
Authority, Liking,
Scarcity
4. Understanding the
role of emotions in
persuasion
Module 1: Essential Readings
Foundations of Quiz – I (Individual) –
Persuasive Chaiken, S. (1987). The heuristic 10 marks
5&6 Communication model of persuasion. Taylor &
Francis Group.
Theoretical https://psycnet.apa.org/record/19
Frameworks of 87-97608-001 Learning Outcome:
Persuasion Students will be able to
Braet, A. C. (1992). Ethos, pathos apply key persuasion
1. Elaboration and logos in Aristotle’s Rhetoric:
theories to evaluate and
Likelihood Model A re-examination.
Argumentation, 6(3), 307–320. adapt persuasive
(ELM) of
persuasion https://doi.org/10.1007/bf001546 messages.
96
3|Page
2. Heuristic- Ajzen, I. (1991). The theory of
Systematic Model planned behavior. Organizational
(HSM) Behavior and Human Decision
3. Theory of Planned Processes, 50(2), 179–211.
Behavior https://doi.org/10.1016/0749-
4. Application of these 5978(91)90020-t
models in an
organizational
setting
Module 2: Persuasive Essential Reading
Strategies and
Techniques Plastina, A. F. (2018). Chapter 6. Learning Outcome:
Reframing as a persuasive device
Persuasion Strategies in public speech. In Discourse Students will gain
for Business Managers approaches to politics, society insights into how to
craft persuasive
and Leaders and culture (pp. 127–148).
messages tailored to
https://doi.org/10.1075/dapsac.79 different audiences in
1. Framing and re- .07pla business contexts.
framing in
communication
2. Identifying
7&8 audience needs and
creating plausible
alternatives
3. Adaptation of
persuasive
strategies based on
audience
characteristics
(e.g., age, culture,
professional
background)
Module 2: Persuasive Essential Readings
Strategies and CP Activity – II: 5
Techniques Lamarche, L., Gionfriddo, A. M., Marks
Cline, L. E., Gammage, K. L., &
Verbal Persuasion Adkin, A. L. (2013). What would Learning Outcome:
Techniques you do? The effect of verbal
Students will practice
persuasion on task choice. Gait
persuasive verbal
9 1. Persuasive & Posture, 39(1), 583–587. techniques to
language https://doi.org/10.1016/j.gaitpost. strengthen their
techniques: power 2013.09.013 communication
words, storytelling, effectiveness.
and emotional
appeals
2. Structuring
persuasive
arguments for
maximum impact
4|Page
3. Enhancing
persuasiveness in
presentations and
speeches
Module 2: Persuasive Essential Reading
Strategies and
Techniques Learning Outcome:
Newman, R., Furnham, A., Weis,
Non-Verbal L., Gee, M., Cardos, R., Lay, A., Students will learn how
Persuasion Techniques & McClelland, A. (2016). Non- to use body language to
Verbal presence: How changing complement their
your behaviour can increase your verbal messages and
1. The role of body enhance persuasion.
ratings for persuasion, leadership
language in
persuasion (e.g., and confidence. Psychology,
posture, gestures, 07(04), 488–499.
10 facial expressions) https://doi.org/10.4236/psych.201
2. Micro-expressions 6.74050
and emotional
intelligence
3. The importance of
eye contact, tone,
and pacing
4. Influence of
physical
appearance and
attire
Module 2: Persuasive Essential Reading
Strategies and Class Test – III: 10
Techniques Marks
Sleight of Mouth – Skills for the
Sleight of Mouth by verbal reframing of beliefs. (n.d.).
Robert Dilts, https://www.sleightofmouth.org/ Learning Outcome:
Anchoring and
Framing in Persuasion Reczek, R. W., Lamberton, C. P., Students will develop
& Norton, D. A. (2010). Seeing skills in using Sleight of
Mouth to reframe
ourselves in others: reviewer
1. Introduction to conversations and
ambiguity, egocentric anchoring, overcome objections,
Sleight of Mouth
11, 12 & 13 and persuasion. SSRN Electronic along with using
as a tool for
Journal. anchoring and framing
reframing and strategies to influence
https://doi.org/10.2139/ssrn.1636
persuasion; the 14 others in business
312
patterns of Sleight environments.
of Mouth
2. Using Sleight of
Mouth in
negotiation and
conflict resolution
3. Understanding
anchoring in
decision-making
5|Page
(e.g., price
anchoring,
negotiation tactics)
4. Framing effects:
how different
presentations of
information
influence decisions
5. Practical
applications of
anchoring in
business settings
(e.g., marketing,
leadership,
negotiations)
ICA ICA Persuasive
Techniques Application
This evaluation will – Role Play (Group) –
focus on how students 30 Marks
apply verbal and non-
verbal persuasion
techniques, including
body language, tone,
gestures, and sleight-of-
mouth reframing
strategies.
14 & 15
The role play will
simulate real-world
business scenarios (e.g.,
negotiations, leadership
discussions, or
presentations) where
students must use
persuasive techniques.
Module 3: Persuasion Essential Readings
in Business and
Leadership Simons, H. W. (1970). Learning Outcome:
Requirements, problems, and
Persuasion in strategies: A theory of persuasion Students will
Leadership for social movements. Quarterly understand the
16 & 17 connection between
Journal of Speech, 56(1), 1–11.
1. The role of persuasive
persuasion in https://doi.org/10.1080/00335637 communication and
leadership and 009382977 effective leadership.
management
2. Influence tactics
for motivating
teams and building
consensus
6|Page
3. Ethical leadership
and persuasive
communication
4. Case studies of
persuasive leaders
(e.g., Steve Jobs,
Barack Obama)
Module 3: Persuasion Essential Reading
in Business and Quiz – II (Individual) –
Leadership 10 marks
Sussman, L. (1999). How to
Persuasion in Conflict frame a message: The art of Learning Outcome:
Resolution persuasion and negotiation.
(negotiation) & Students will learn to
Business Horizons, 42(4), 2–6.
decision-making apply persuasive
https://doi.org/10.1016/s0007- communication
1. Persuasion 6813(99)80057-3 techniques in high-
techniques in stakes negotiations and
negotiations (e.g., conflict situations and
integrative will understand how
negotiation, persuasive
BATNA) communication can
2. Managing shape decision-making
18 & 19 resistance and processes in business.
overcoming
objections
3. The role of trust in
persuasive
negotiations
4. The relationship
between
persuasion and
decision-making
5. Cognitive biases in
decision-making
6. Using persuasion
to guide decisions
in uncertain
environments
Module 3: Persuasion Essential Reading Learning Outcome:
in Business and
Leadership Students will gain
Fisher, E. J., & Gonzalez, Y. S. practical tools for using
Persuasion in Team (2013). The Art of Influencing persuasion to enhance
Building and and Persuasion: How Managers team collaboration and
Collaboration & cohesion.
20 Can Put ‘Square Pegs’ into
Session Wrap-Up
‘Round Holes.’ Journal of
1. Persuasive Management Research, 5(4), 1.
communication in https://doi.org/10.5296/jmr.v5i4.
team dynamics 3971
2. Building trust and
commitment
within teams
7|Page
3. Conflict resolution
and decision-
making in teams
ICA Project – Writing Assignment (Individual) – 30 Marks
Objective:
1. This assignment will require students to apply the concepts and frameworks of persuasive
communication to a real-world business case – The HBR Case will be shared after the 17th
session.
2. The assignment focuses on writing a persuasive communication strategy for a business
challenge, such as a marketing campaign, leadership proposal, or change management
initiative.
3. They will craft a persuasive communication plan or strategy, incorporating persuasion theories,
techniques, and ethical considerations discussed in the course.
4. The project should include the application of psychological principles, verbal/non-verbal
techniques, and an understanding of the audience.
5. 30 marks for the thoroughness of the analysis, clarity of writing, creativity, and application of
persuasion principles.
6. They will return the assignment 24 hours after the 20th session.
Reading List A soft copy of a binder with all essential readings will be provided.
and References
Textbook: Reference materials will be shared
(must be
comprehensive Reference Books:
and complete 1. Cialdini, R. B. (2021). Influence, new and expanded: The Psychology of Persuasion. Harper
with all details.) Business.
2. Aristotle. (2020). The art of rhetoric. Arcturus Publishing.
3. Ruben, B. D., & Gigliotti, R. A. (2019). Leadership, communication, and social influence. In
Emerald Publishing Limited eBooks. https://doi.org/10.1108/9781838671181
4. Dilts, R. (2017). Sleight of mouth: The Magic of Conversational Belief Change.
5. Cabane, O. F. (2012). The Charisma Myth: Master the art of personal magnetism.
https://ci.nii.ac.jp/ncid/BB19773396
Instruction for Use of Intellectual Property of NMIMS SBM (By Order, NMIMS SBM)
Course Outlines are strictly for private and restricted circulation among the concerned Faculty
Members and the Students of this Programme. They are permitted to use the contents for study
and research purpose only. No part of this Course outline can be copied, reproduced, shared and/or
circulated in any manner, through any mode, for any purpose and under any circumstances
whatsoever; which is contrary to the stated restricted uses and purposes. The person responsible
for violating this Instruction shall be liable for appropriate disciplinary action initiated by SBM.
Disclaimer
While care has been taken in compiling this Course outline, The School of Business Management of
SVKM’s NMIMS University shall not be held liable in any manner to any person for any mistake and /
or omission in the contents of the Course outline.
8|Page
