The dynamics within persuasive communication

The track Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals in marketing and health communication.

Central in this track is the understanding of the dynamics that shape the uses and effects of persuasive communication. Students learn how and under which conditions communication as a strategic tool can be used to influence people in ways that advance marketing and health objectives. The application of this knowledge to the design of communication campaigns and interventions is also addressed.

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 and actual problems of consumer and health-related behaviour. 

Particular attention is paid to communication through new media and technologies, including interactive, digital and social media, which are characterised by the integration of persuasive messages, entertainment and personalisation.Students also study the role of message appeals (e.g. humor, fear), interpersonal communication and social influence. There is much attention to career orientation, for instance by guest lectures of communication practitioners.

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.

Degree certificate

Persuasive Communication is a track of the accredited degree programme Communication Science. After successful completion of this programme, you will receive a legally accredited Master’s degree in Communication Science and the title Master of Science (MSc).