Group coursework

1 - Written assignment (including essay) - 40

Group presentation

2 - Oral assessment and presentation - 40

Individual in-class participation

3 - Practical skills assessment - 20

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The following is an outline of some of the topics that will be covered: 
<ul><li>Introduction to persuasion and its importance in different contexts:</li></ul>
Overview of persuasion in various entrepreneurial contexts. 
<ul><li>Science of persuasion: </li></ul>
How the brain makes decisions and processes persuasive messages. 
Neurotransmitters &amp; brain regions and their role in persuasion and decision-making. 
<ul><li>The role of emotions and logic in persuasion and decision-making. </li><li>Cognitive biases and heuristics. </li><li>Principles of influence (e.g., reciprocity, scarcity, authority, consistency, liking, consensus). </li><li>Persuasion through storytelling. </li><li>Crafting persuasive pitches and the fundamentals of direct selling processes. </li><li>Building credibility and trust with investors, employees, buyers, and suppliers. </li><li>Overcoming objections and handling scepticism. </li><li>Persuading top talent to join your business. </li><li>Building a persuasive organisational culture. </li><li>Persuasion in supplier negotiations. </li><li>Persuasive negotiation techniques. </li><li>Increasing product adoption through habits. </li><li>Influencing buyer behaviour. </li><li>Ethics of Persuasion. </li></ul>

Feedback is provided in a number of ways throughout your module. This includes feedback you receive during teaching from both peers and lecturers and that provided for formative assessment. Following an assessment, you will be given your marks and feedback in line with the assessment regulations and policy. More information on the timing and type of feedback that will be provided for each assessment will be available from the module leader. <a href='https://www.citystgeorges.ac.uk/about/governance/policies/student-policies-and-regulations'>https://www.citystgeorges.ac.uk/about/governance/policies/student-policies-and-regulations</a>

This module will support the development of all the graduate attributes. Your module leader will provide you with information about how your learning, teaching and assessment activities support your development of these attributes. The graduate attributes are: - Always learning - Engaged in the world - Technical and digital - Connected Professional - Creating Impact

In-Person - 

Self-directed - 

Directed Asynchronous - 

The challenger sale: taking control of the customer conversation.

Thinking, Fast and Slow.

Influence.

Sell the way you buy: a modern approach to sales that actually works (even on you!).

Tiny Habits. 

 Grit : why passion and resilience are the secrets to success.

 Never Split the Difference. 

Switch

Predictably irrational : the hidden forces that shape our decisions.

Trust-Based Selling.

SPIN® -Selling.

Invisible Influence. 

BBM027 - Persuasion and Decision Making 

BBM027-PRD3-PER-ALV1

This module will be taught primarily through lectures, but will also use a variety of different methods to facilitate your learning, including practical exercises and workshops. 
Self-directed learning hours are for independent study and account for the indicative amount of time you should spend studying independently. For example, carrying out subject research, practising and reflecting on techniques learned in class, reading widely around the subject to develop a deeper understanding, carrying out activities using the VLE, attending induction and career development workshops, working in groups to complete assignments and presentations, and completing individual assignments and other homework.

Contact hours are designed to be flexible and are delivered using a variety of methods to help you learn in the most effective way. A proportion of the core content may be delivered online and additional support materials and content will also be made available through Moodle.

Persuasion and Decision Making 

Synthesise the stages of a typical B2B sales process and conduct it. 

Knowledge

Evaluate the effectiveness of different persuasion approaches. 

Values and attitudes

Explore the neuroscience and psychology behind persuasion and decision-making. 

Apply persuasion techniques in various entrepreneurial and managerial contexts, including acquiring investment, recruiting team members, negotiating with suppliers, promoting product adoption, and selling your products and services.  

Skills

List the effectiveness of different persuasion approaches. 

Apply persuasion techniques in various entrepreneurial and managerial contexts, including acquiring investment, recruiting team members, negotiating with suppliers, promoting product adoption, and selling your products and services. 

Apply persuasive communication strategies tailored to specific entrepreneurial and managerial situations 

Develop values and attitudes that are consistent with entrepreneurial and managerial behaviour and growth 

Take account of the ethical considerations relevant to persuasion within different contexts of the entrepreneurial process and in relation to the different stakeholders involved  

Develop persuasive communication strategies tailored to specific entrepreneurial and managerial situations. 
 