Marketing 0003

Marketing 0003 (The Art and Science of Influence) is one of the Wharton online for-credit courses offered within the Pre-baccalaureate Program. 

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Overview

Course Description

MKTG 0003: The Art and Science of Influence

Persuasion is part of the fabric of our everyday life. Governments, commercial entities, political leaders, corporations and institutions, social and public health groups, and even intimates engage in persuasive efforts. This course provides a comprehensive overview of influence techniques, emphasizing contemporary theories and ways to present your ideas in a persuasive way.   

Beginning with fundamentals of negotiations, the course progresses to explore the intricate relationships between attitudes and behaviors. The journey encompasses cognitive as well as emotional biases and will equip students with a toolbox of science-based persuasion techniques. In particular, students will learn some hands-on tactics in the domains of data visualization, communication of numbers, and persuasive writing. "The Art and Science of Influence" is not just a course, it is a transformative exploration of the mechanisms that shape our choices, beliefs, and actions in a world full of persuasive forces. 

Learning Objectives

By the end of the course, students will be able to:  

  • Demonstrate an understanding of theories of persuasion.  
  • Create persuasive messages based on theory and research.  
  • Explain why persuasion techniques work or fail using relevant theory and research.  
  • Incorporate class materials into the creation of a knowledgeable persuasive campaign.  

About the Wharton Pre-baccalaureate Program

The Wharton Pre-baccalaureate Program is an academically-intensive opportunity for exceptional high school juniors and seniors to enroll in Wharton online courses. Participants will learn from Wharton instructors, earn a Wharton transcript, and accrue college credit for each course completed. With six sessions to choose from and built-in academic support, students are encouraged to explore the depth and breadth of Wharton’s business education curriculum with maximum flexibility and the guidance and resources to succeed.

Details

Course Details

This course is delivered via videosynchronous class sessions. To be successful, you must actively engage with ideas presented in the course, and with those posed by your classmates.  

Assessment is based upon active course participation, weekly assignments, and a culminating course project. 

Course Content 

The journey encompasses cognitive as well as emotional biases and will equip students with a toolbox of science-based persuasion techniques. In particular, students will learn some hands-on tactics in the domains of data visualization, communication of numbers, and persuasive writing 

Course Topics: 

  • Claiming and Creating Value in Negotiation  
  • Investigative Negotiation  
  • Cognitive biases and heuristics  
  • Emotional biases and heuristics  
  • Persuasion Techniques & Writing 
  • Data Visualization I & II 

Synchronous Classes:  

Synchronous classes offer the opportunity to explore questions about the course and materials beyond the lectures through live interactions—via videoconference—with course faculty and your classmates. Live class sessions will meet weekly. 

Course Materials Fee

None

See full tuition details here.

Requirements

Requirements:

Attendance: 

Course attendance and participation are expected on a regular basis.  

Technical Requirements:

In order to fully participate in this course, you will need a computer that meets minimum system requirements for both Canvas LMS and Zoom Videoconferencing. Refer to the following links:

All programming originates from the Wharton School, University of Pennsylvania (Eastern Daylight Time).

Instructional Team

Instructor: Dr. Maximilian Gaerth 

Maximilian Gaerth is a postdoctoral researcher in marketing at the Wharton School and a part-time lecturer. Before joining Wharton, he earned his doctorate at the Business School of the University of Mannheim and served as a visiting scholar at the Yale School of Management. Max's research focuses on understanding consumer judgments and choices, with a particular emphasis on how technologies are fundamentally reshaping consumer behavior. He also explores ways in which marketers can leverage these technologies to gain novel insights into consumer attitudes.  

 

Location

Online

For more information, please contact wgyp-prebacc@wharton.upenn.edu or call +1.516.414.5555.
Please note that participation in Wharton Global Youth Programs does not guarantee admission to Penn.

Program Information:

View Pre-baccalaureate Courses by Session
INCLUDED IN ALL SUMMER ONLINE HIGH SCHOOL PROGRAMS

Wharton Global Youth Meetup (GYM)

Wharton Global Youth Meetup (GYM) is a creative, co-curricular community open to summer students as a way to connect to one another — and Wharton — before, during, and after their programs. Featuring both live and independent programming, the GYM is designed to ensure virtual participants don’t miss out on valuable community building and networking. 

*The GYM is included in all online summer programs, except Understanding Your Money. 

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