Persuasión y Management (BBA80011)

General information

Type:	OP	Curs:	1	Period:	S semester
ECTS Credits:	2 ECTS

Teaching Staff:

Group	Teacher	Department	Language
	Eduard Bonet Guinó	Dirección General y Estrategia	ESP

Reading before the class:6 hours
Lectures: 18 hours
Individual study and team work after class: 12 hours
Final individual assigment: 15

The course presents:
The structure of narratives and the ways stories create meanings
An introduction to Rhetoric or the art of persuasion by words
Important model examples of public speeches
It focusses on interpretations, creation of meanings as very basic functions of management and principles of persuasive management

To improve the skills on:

Text interpretation
Creation of narratives
The development of personal identity
Persuasion and public speeches

1. Introduction to persuasión and meanings in management

2. Meanings and narratives. Kinds of narratives. Structure and meanings of stories The structure of The Iliad Study of The World Minute of Waterloo (Stefan Zweig) Narratives and the development of the personal identity

3. Introduction to rhetoric as the art of persuasion by words Kinds of public speeches and parts of rhetoric Invention: logos, pathos and ethos Disposition: parts of a public speech Arrangement: words and literary and poetical style

4. Metaphors and Synecdoches: Expressions and creation of meanings Analogical reasoning Creations of meaning Poetical and common life metaphors Metaphors and values

5. Shakespeare: Julius Caesar Brutus speech Marc Antony speech

6. Examples on public speeches. Pericles in the Peloponnesian War. Abraham Lincoln at Gettisburg, Martin Luther King ¿I have a Dream¿

7. Meanogs and persuasión in management: Steve Jobs, familly business marketing and corporate identity

Hand-outs of the complete course
Stefan Zweig: Decisive moments in History
William Shakespeare: Julius Caesar
Martin Luther King: the speech "I Have a Dream?

Group	Teacher	Department
	Eduard Bonet Guinó	Dirección General y Estrategia