Module title: Persuasion and Negotiation

SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: JAC08104
Module leader: Philip Lodge
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising

JAC07102 -Introduction to Communication Theory

Description of module content:

The practical work in the module is built on a series of theoretical issues, which include the debate on persuasion versus presentation, and the influence of the Elaboration Likelihood Model. Fundamentally, the central issue is how to construct long-term behavioural change rather than short-term attitude change, that is how to use personal communication skills to persuade people of the validity of your case. This theme will be examined through ideas of representation and advocacy, where the advocate's personal interests are not necessarily involved, and through the idea of managing meetings of various types, ranging from small group meetings to larger formats and complex individual interviews. The ideas will be applied in a range of simulations involving role-play, role-planning and strategy, and the achieving of effective outcomes. There is a significant amount of reflection and transactional analysis as part of the learning process, not least because the practice of negotiation and persuasion techniques also draws significantly upon individual and emotional resources. Successful completion of the summative and formative work in the module should lead to a greater understanding and judgement of what is possible in a communication situation.

Learning Outcomes for module:

Upon completion of this module, you will be able to:
LO1: Encourage the student to explore the negotiation and persuasion process as part of their own communication development.
LO2: Develop the student's practical communication skills in complex inter-personal environments.
LO3: Enable the student to objectify the communication process in terms of achievable outcomes.
LO4: Encourage the student to reflect on their own understanding and performance in various situations

Indicative References and Reading List - URL:

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