Core Module Information
Module title: Persuasion and Negotiation

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

Module code: JAC08118
Module leader: Pauline Miller Judd
School School of Arts and Creative Industries
Subject area group: Media and Humanities


Description of module content:

In this module you will examine the theoretical principles of negotiation and persuasion and apply this knowledge to the practical task of reasoning and negotiating persuasively. You will learn how to conceive long-term objectives and behavioural changes and use both inter-personal and mass communication skills to persuade others of the value, validity, and desirability of your case. Negotiation formats you will study in this module include one-to-one discussions, small group meetings, large public events, reports (both restricted circulation and public), and mass communications campaigns. You will also learn to evaluate not only your reasoning, performance, and interpersonal skills, but also those of others. To obtain this knowledge and these skills the module supplements lectures and required readings with ample practice activities, requiring you to evaluate recorded debates and extant campaigns, role-play negotiations, and participate in research and strategy planning.

Learning Outcomes for module:

LO1: Develop insight into negotiation and persuasion processes in interpersonal negotiation and also in mass communications campaigns
LO2: Discuss how to form reasonable objectives and achievable outcomes in a negotiation
LO3: Develop insight into persuasive reasoning in interpersonal negotiation and also in mass communications campaigns
LO4: Express arguments to support their negotiating position clearly and concisely
LO5: Perform effectively in interpersonal negotiations
LO6: Review the effectiveness of interpersonal negotiations and reflect on one’s own performance in such negotiations.

Full Details of Teaching and Assessment
2022/3, Trimester 1, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Pauline Miller Judd
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
This module uses lectures, screenings and other media, tutorials, role-play and groupwork, and independent study to provide you with a variety of independent and group learning opportunities (LOs 1-6). It is supported by the VLE to promote independent study, discussion, and collaboration outside of class hours. In the lectures you will learn key concepts and principles of effective and persuasive negotiation, for both interpersonal negotiations and mass communications campaigns (LOs 1-3). In tutorials you will discuss these concepts and principles and apply them practically to develop negotiating objectives and strategies, engage in negotiation role-play, and design persuasive mass communications campaigns. You will also reflect critically on your performance in these tasks (LOs 1-6).

Formative Assessment:
There are three main approaches to formative activities and feedback in this module. First, in tutorial groups you will have the opportunity to ask questions about and to discuss your understanding of the concepts and principles of effective negotiation. This discursive environment will provide immediate peer and lecturer feedback on your comprehension, reasoning, and analytical abilities. Second, through activities such as role-play and mass communications strategy meetings you will apply your knowledge through interpersonal engagements. Your performance, and immediate peer and lecturer feedback, will pride you with clear guidance on the effectiveness of your reasoning and presentation skills. Both of these activities are available to you each week. Third, you will be provided with extensive feedback on your assessments. Feedback on mid-trimester assessments will provide you with guidance on how to improve for subsequent assessments.

Summative Assessment:
In this module you will complete three summative assessments. The first is a dossier of critical analyses of 3 current negotiations and mass communications campaigns in the public domain. Each analysis should be 500 words in length, not including any appendices used to support your analyses. (week 10). The second assessment is a timed (15 minutes) one-to-one debate against a classmate. These debates will take place in the tutorial classes between weeks 10-13. The final assessment is a groupwork mass communications campaign on a topic of contemporary importance. This group project is due in week 14 and will be supported by individual reflective reports. The size of the project will be approximately 1500 words per member of the group.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 13
Face To Face Tutorial 39
Independent Learning Groupwork (Independent Study) 50
Independent Learning Guided independent study 98
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Portfolio 40 1, 2, 3 10 , WORDS= 1500
Discussion/Participation 20 1, 4, 5, 6 13 HOURS= 15
Project - Written 40 1, 2, 3, 4, 6 14/15 , WORDS= 1500
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader