Detailed information about selected course/program
EU code
15.9 - Others - Communication and Information Sciences
2 - Master
University of Amsterdam, The Netherlands
Master's Communication Science: Persuasive Communication
Communication Science
Language requirements
Official Proof is required - see
Academic requirements
Persuasive Communication addresses those communication processes intended to achieve specific persuasive goals, for instance, marketing communication, health education, and public information campaigns. Central 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. 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.
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12 months between Sep 1 2014 and Aug 31 2015
Contact person
Erik Weijers (
Additional information
See website for more information