Persuasive Communication integrates several academic fields related to persuasion and influence, namely advertising, public relations, public communication campaign and event management. Students specializing in Persuasive Communication will be able to understand various intellectual paradigms, theories and knowledge, which they will then be able to apply to various practical-oriented courses.

Persuasive Courses (Core)

YBP203/3 - Persuasive Theories

This course deals with the concept and theory of persuasion from various levels – interpersonal, group and public. At the end of the course, students will learn the strategy of communication and persuasion for the accomplishment of specific objectives.

YBP221E/3 - Planning And Evaluation Of Communication Campaigns

This course introduces planning for a social campaign which uses communication as a persuasive tool. Students will be exposed to the fundamental elements and components of planning for a communication campaign as well as applying these elements and components to an actual course-based campaign which they will partake. The students would, therefore, go through a learning process which will integrate both the theory and practice of planning and evaluating a social communication campaign.

YBP223/3 – Advertising

The course will introduce the students the theoretical foundations of advertising. Major content areas include among others: the growth and development of advertising, the impact of advertising upon society, the process of advertising as marketing communication, creative strategies, advertising media and its selection; and the influence of global consumerism and cultures, and governmental control upon advertising. At the end of the course students are empowered to develop an integrated advertising and marketing communication campaign.

YBP224/3 – Public Relations

This course introduces students to the field of public relations. The introduction explains the importance of public relations to organisations. Students will learn about concepts, practices in the field, job tasks, function and public relations roles. Students would also be exposed to the development of the field nationally and internationally. This course would also discuss public relations practices in various organisations. This course would become a foundation for those who intend to build a career in this field and other management field that requires an understanding of public relations concepts and practices.

YBP300/3 - Integrated Marketing Communication

This is an intermediate course that teaches student to analyse the principles and concepts in integrated marketing communication (IMC), focusing on the development of high brand equity. Students will learn best practices of corporations/organisations that practices IMC. Students will learn to analyse marketing needs based on the four elements in the marketing mix (product, price, place and promotion) and the social and economic environment. Based on the analysis students will consider the various communication approaches and media in developing an IMC strategy that is effective and cost efficient.  

YBP326/3 - Corporate Communication

This course consists of four major parts. The first part introduces corporate communication and its importance in today's business and management world. Concepts underlining corporate communication, its function, organisational structure and communication will also be discussed. The second part looks at corporate image, identity and reputation. Students are exposed to types of image, corporate identity and solid reputation. Steps in designing programmes to strengthen the corporate image, identity and reputation are taught here. The third part looks at various relations in corporate communication. The importance of maintaining relationship with the media, government, employees, and shareholders are examined. Various communication tools and the latest information technology to assist corporate communication are discussed. The last part covers issues and crisis management and its function in corporate communication. This course will discuss various case studies pertaining to corporate communication at local and international level.

YBP404/3 - Persuasive Communication Seminar

This course will develop students’ skills in the area of persuasive communication which consist of public relations, marketing, advertising and other related disciplines. It will involve critical discourse in persuasive communication related subject matters. Completing this course student will be able to demonstrate knowledge and skills through presentation of seminar papers and research proposal that suggest future directions derived from the discourse topics.   

YBP408E/3 - Persuasive Communication Final Year Project
This course is divided into three components namely the project proposal, the execution of the project and the presentation of the project.  The project proposal and execution refers to a full-scale communication campaign that students have to plan and execute as a group. The project can be based on a variety of subjects such as social campaigns, advertising campaign, or a public relations campaign and must include the element of event management. Students will be divided into groups led by a manager. Students are expected to put into practice what they have learnt in previous courses in executing the project. At the end of the project, students will write a detailed report on the project to be presented for evaluation.