The course MKTG 0003: The Art and Science of Influence explores the world of persuasion that is deeply ingrained in our everyday lives. Whether it’s governments, corporations, social groups, or individuals, everyone engages in persuasive efforts. This course offers a comprehensive look at influence techniques, focusing on modern theories and ways to present ideas persuasively.
Upon completing the course, students will be able to demonstrate an understanding of persuasion theories, create persuasive messages based on theory and research, explain why persuasion techniques work or fail using relevant theory and research, and incorporate class materials into the creation of a knowledgeable persuasive campaign. The course starts with the basics of negotiations and progresses to explore the complex relationship between attitudes and behaviors. It covers cognitive and emotional biases, equipping students with a toolbox of science-based persuasion techniques. Students will learn practical tactics in areas such as data visualization, communicating numbers, and persuasive writing.
The Wharton Pre-baccalaureate Program offers an academically intensive opportunity for exceptional high school juniors and seniors to enroll in Wharton online courses. Participants will learn from Wharton instructors, earn a Wharton transcript, and earn college credit for each course completed. With six sessions to choose from and built-in academic support, students are encouraged to explore the depth and breadth of Wharton’s business education curriculum with flexibility, guidance, and resources to succeed.
