Module manager: Tony Byng
Email: busadgb@leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2026/27
This module is not approved as an Elective
In both commercial and not-for-profit contexts, professionals are often required to influence the attitudes and choices of key decision-makers through compelling written and spoken communication. In an effort to “reach out to hearts and minds”, persuasive communications must balance logical argument with an appeal to the emotions. This module explores the strategic use of persuasive techniques in writing and speechmaking, highlighting their importance in shaping opinions, building credibility, and driving action.
The objectives of this module are to:
- Understand the role of persuasive writing and speechmaking in achieving business-related goals
- Explore a range of persuasive techniques for both written and spoken communications
- Help students develop critical knowledge, skills and understanding of how persuasive communication influences decision-making and engagement.
On completion of this module, students should be able to:
- Critically evaluate the role of persuasive techniques in written and oral communication
- Investigate the power of rhetoric and storytelling in influencing audiences
- Discuss ethical considerations in persuasive communications
- Deliver persuasive written and verbal communications
- Critically assess opinion articles, blogs and speeches
Areas include:
- Principles of persuasion
- Persuasive writing process
- Logical argument and the importance of evidence
- Storytelling and the power of a ‘good story’
- Position statements and opinion articles
- Rhetorical devices and their use in written and verbal delivery
- Speech writing
- Speechmaking and performance
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 10 | 2 | 20 |
| Seminar | 10 | 1 | 10 |
| Private study hours | 120 | ||
| Total Contact hours | 30 | ||
| Total hours (100hr per 10 credits) | 150 | ||
This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.
There will be opportunities for formative feedback throughout the module for seminar activities and Q&A sessions related to coursework.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Essay | 2,000 words | 70 |
| Oral Presentation | 5 minutes | 30 |
| Total percentage (Assessment Coursework) | 100 | |
Students will produce two closely-related assignments requiring them to deliver a strong persuasive platform through both written and verbal communications. Resit will be by 2,000 essay for 100% of the module mark.
Check the module area in Minerva for your reading list
Last updated: 30/04/2026
Errors, omissions, failed links etc should be notified to the Catalogue Team