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Communication Science: Persuasive Communication

Professors Persuasive Communication

Graduate School of Communication

Prof. Julia van Weert (programme director) explains what you will learn during the Master Communication Science: Persuasive Communication

Prof Julia van Weert, professor Health Communication, FMG
Prof. Julia van Weert

Prof. Julia van Weert
Programme leader of Persuasive Communication

'Everyday we are influenced in various ways. We use social media, watch television, see advertisements and campaigns or talk with others. We are exposed to messages telling us how wonderful a product or how unhealthy our behaviour is. But what kind of messages are effective and for whom? What gets people moving?

This track teaches students how to systematically develop and evaluate marketing and health communication messages and campaigns in a rapidly changing digital society. You will learn how people use media to fulfil their needs and how you can target your audience, choose appropriate channels and tools, use new media in an innovative way and evaluate the success of your messages and campaigns. Next to a firm theoretical base, we also closely collaborate with professionals in the field to assure an excellent preparation for students’ professional lives. It is a fascinating and creative track with highly qualified and enthusiastic lecturers who provide students with the skills they need for a successful career in the communication departments of advertising, marketing or health organisations.'

Giep Franzen, emeritus professor and founder of the advertising agency FHV BBDO: 

'If you want to work in the brand communication or health communication business, you should seriously consider studying Persuasive Communication at the University of Amsterdam to gain a solid theoretical basis.'

Homepage Persuasive Communication