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Communication Science: Persuasive Communication

Universiteit van Amsterdam

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The Persuasive Communication track of the Master's in Communication Science addresses those communication processes that are intended to achieve persuasive goals in marketing and health communication.

In this Master's, you will study a variety of marketing and health communication theories, and learn how to apply these theories to challenging problems of consumer and health-related behaviour. By using the latest scientific insights, you will learn how and under which conditions communication can be used as a strategic tool to inform and influence people. Particular attention is paid to communication through new media and technologies, including interactive and social media.

This track teaches you how to systematically develop and evaluate marketing and health communication messages and campaigns in a rapidly changing digital society. You will learn how people use media to fulfil their needs and how you can target your audience, choose appropriate channels and tools, use new media in an innovative way and evaluate the success of your messages and campaigns. Next to a firm theoretical base, we also closely collaborate with professionals in the field to assure an excellent preparation for your professional life. It is a fascinating and creative track with highly qualified and enthusiastic lecturers who provide students with the skills they need for a successful career.


2018 Full-time Wettelijk voorgeschreven € 2060 / jaar


The curriculum of the Persuasive Communication track of the Master's programme in Communication Science consists of two specialisation seminars: Health Communication (12 ECTS) and Marketing Communication (12 ECTS). Students also take a research methods course (6 ECTS) during the first semester. In the second semester, students take two elective courses (6 ECTS each), selected from the courses offered by the Graduate School of Communication, and write a Master's thesis (18 EC).

job perspective

The career prospects for our alumni are good. Recent study (January 2016) shows that graduates who started looking for a job immediately after graduation have found a suitable job within four months (n=288).


Persuasive Communication focusses on the development, implementation and evaluation of communication strategies and communications management of profit and non-profit organisations.
Central themes in this track are the understanding of the dynamics that shape the uses and effects of persuasive communication and the application of this knowledge in the design of communication campaigns and interventions.

tuition fee

Tuition fees are adjusted annually. For up-to-date information, please see www.uva.nl/collegegeld (Dutch students) or www.uva.nl/tuition (international students).

Niveau WO
Vorm Full-time
Incompany Nee
Open inschrijving Nee
Doorlooptijd 12 maanden
Type MSc (Master of Science)
Kosten (indicatie) Tussen de €450 en €1350
Titulatuur MSc (Master of Science)
Benodigde taalkennis Engels
Gefinancierd Regering
Afronding Diploma
Credits 60