Taking a social scientific approach, this course is designed to provide students with foundational theories of persuasion and their applications to everyday situation. Specifically, this course focuses on audience analysis, attitude formation, the attitude behaviour relationship and changing attitudes and/or behaviours. The first part of this course will present students with the necessary groundwork for the understanding of attitudes such as background, theory and measurement. The second part of the course will examine the various theories of persuasion as well as persuasion techniques. Students will be introduced to how these learned theories and techniques can be applied in the development of persuasion campaigns including marketing, advertising, political and public campaign.