About this Course
4.5
399 ratings
85 reviews
Specialization
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100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 4 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week...
Available languages

English

Subtitles: English

Skills you will gain

CommunicationNegotiationLeadershipCommunications Management
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 4 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week...
Available languages

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
Hours to complete
1 hour to complete

Influencing Attitudes

This module discusses the first of four challenges that persuaders often face: getting people to think that what you’re proposing is a good idea. Sometimes, the reason people aren’t already doing what you want is that they’re not yet convinced that they should—that is, they don’t have sufficiently positive attitudes. This module discusses some fundamental strategies for changing people’s attitudes....
Reading
8 videos (Total 39 min), 3 readings, 1 quiz
Video8 videos
Compliance, Persuasion, and Message Adaptation5m
Four Persuasion Challenges5m
Influencing Attitudes: Module Introductionm
Consequence-Based Arguments5m
Consequence Desirability6m
Consequence Likelihood6m
Addressing Counterarguments6m
Reading3 readings
Meet your Professor10m
Course Grading and Logistics10m
References and Optional Readings10m
Quiz1 practice exercise
Influencing Attitudes10m
Week
2
Hours to complete
24 minutes to complete

Influencing Social Factors

Even if people have positive attitudes about what you’re proposing, social factors—what they think other people do or want them to do—might lead them to not do what you want. This module discusses several ways in which such social considerations might pose a challenge for persuaders—and discusses how to successfully influence such factors....
Reading
4 videos (Total 16 min), 1 quiz
Video4 videos
Changing Descriptive Norms5m
De-emphasizing Prescriptive Norms4m
Changing Prescriptive Norms5m
Quiz1 practice exercise
Influencing Social Factors8m
Week
3
Hours to complete
28 minutes to complete

Influencing Perceived Ability

People can have positive attitudes about your advocated action, and all the social considerations can be lined up positively, but still people might not engage in the desired behavior—because they don’t think they can perform the action. That is, they think the behavior is too difficult, too hard to do, they lack the ability. This module discusses strategies for addressing that challenge—strategies for influencing perceived behavioral ability....
Reading
4 videos (Total 20 min), 1 quiz
Video4 videos
The Importance of Perceived Ability5m
Removing Obstacles6m
Rehearsal and Modeling6m
Quiz1 practice exercise
Influencing Perceived Ability8m
Week
4
Hours to complete
1 hour to complete

Converting Intentions into Action

Even when people already have the desired positive attitudes, positive social factors, and high perceived ability to perform the behavior—that is, even when they intend to engage in the behavior you want—even then they might fail to do so. When people have the intentions you want but aren’t acting on them, then the challenge is to get people to convert those intentions into actions. This module discusses several strategies that can encourage people to do that. ...
Reading
6 videos (Total 24 min), 1 quiz
Video6 videos
Prompts5m
Explicit Planning5m
Inducing Guilt6m
Course Summary: Adapting to the Challenge at Hand3m
Conclusion of Course 3 with Dean Blount1m
Quiz1 practice exercise
Converting Intentions into Action8m
4.5
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Career direction

25%

started a new career after completing these courses
Career Benefit

83%

got a tangible career benefit from this course

Top Reviews

By DKJul 30th 2018

I found Professor O’Keefe's insights and his storytelling to be highly engaging. His videos helped me see new ways I can help my colleagues seize new opportunities to help our team. Thank you.

By THFeb 3rd 2016

Excellent, the entire presentation held together well. It built on itself and the result was a cohesive sense of understanding. This is how it's done, Northwestern. This is how it's done.

Instructor

Avatar

Daniel J. O’Keefe

Owen L. Coon Professor
Department of Communication Studies, School of Communication

About Northwestern University

Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries. ...

About the Organizational Leadership Specialization

Equip yourself to successfully lead organizations through clarity of purpose and effective collaboration — by building and motivating teams; designing and delivering powerful stories; developing strategies to appropriately influence; understanding underlying customer analytics and applying innovative approaches to deliver impact. How do aspiring managers succeed in an ever-changing business environment? How do they lead different groups to action? This specialization equips aspiring managers to lead change and leverage different roles and functions within for-profit institutions to create lasting value in the marketplace. Throughout the five courses, we will explore how great leaders assess themselves and lead collaborative teams that effectively manage negotiations and conflict. We will discover how leaders communicate through storytelling and employ other communication strategies to influence. Furthermore, we will learn how organizations start with the clarity of purpose that comes from an understanding of customers’ needs, including leveraging data analytics, and use that focus to drive the design of products and services to meet those needs effectively. At the end of the coursework, students will create a capstone project that allows them to apply what they have learned. Each of the individual courses can be audited for free: 1-High Performance Collaboration: Leadership, Teamwork, and Negotiation, 2-Leadership Communication for Maximum Impact: Storytelling, 3-Leadership Through Social Influence, 4-Leadership Through Marketing, 5-Leadership Through Design Innovation....
Organizational Leadership

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.