Persuasion (A and B)

How might theories of persuasion be applied to a problem facing Columbia Business School’s distinguished Career Management Center?
Robert N. Bontempo, Pamela Welling  | Spring 2013
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In October 2009 Columbia Business School’s Career Management Center faced a culminating problem: student dissatisfaction with a mandatory training program had escalated, with students complaining to faculty and administrators about the program. In Case A of this two-part case, students are introduced to a model of Persuasion Theory—and are asked to consider its application to the workshop. Case B reveals how the Center revised the workshop, in accordance with persuasion theories, and the positive outcome that ensued.

Case ID: 130403

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