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Persuasive Communication (MSc)

Course Description


The track Persuasive Communication addresses those communication processes intended to achieve specific persuasive goals, for instance, marketing communication, health education, and public information campaigns.

Central in this track are the understanding of the dynamics that shape the uses and effects of mediated persuasive communication and the application of this knowledge in the design of communication campaigns and interventions.

As a student in Persuasive Communication you will study a variety of marketing and health communication theories, and how to apply these theories to challenging problems of health behaviour, advertising and branding.

We pay attention to media as carriers of persuasive messages, in particular to new media developments, which are characterized by the integration of persuasive messages and entertainment, personalization, and interactive, digital and social media. We also study the role of message appeals and social and personal influence. Theories and studies on determinants of consumer and health behaviour are essential in this track.

Studying Persuasive Communication at the University of Amsterdam

Amsterdam is a fascinating, media-saturated environment. Studying in a major European centre for media research and development provides our students with a network of contacts that helps them find work after graduation, both in the Netherlands and elsewhere.

Many of the programme's lecturers are researchers at the Amsterdam School of Communications Research (ASCOR) at the UvA's Faculty of Social and Behavioural Sciences. ASCOR is the largest Communication Science research institute in the Netherlands, and is among the largest worldwide.

It has over 50 permanent senior researchers and its international English-taught PhD programme has more than 30 students.

Accreditation and degree

This Master's degree has been accredited by the Accreditation Organisation of The Netherlands and Flanders (NVAO). This means that upon completion of the programme students will receive a legally recognised Master of Science (MSc) degree in Communicatiewetenschap (Communication Science).

Persuasive Communication is part of the Master's programme in Communication Science. Upon completion of the programme, you will therefore be awarded the Master of Science (MSc) degree in Communication Science, with the track Persuasive Communication mentioned in the diploma supplement.

Entry Requirements

Applicants must hold a Dutch Bachelor's degree or its equivalent in Communication Science. Applicants of the Master's programmes are expected to have an overall grade point average (GPA) equivalent to at least: - B/3.0 (GPA US System)- a 2nd class honours / upper division British system- C (ECTS System)- 7,0 (Dutch EC-System)

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