The Power of Persuasion: Mastering Influence in Your Organization

No matter your career stage, job title or industry, the ability to persuade others is critical for success. The Power of Persuasion workshop will provide you with practical tools that you can utilize immediately in your career. This workshop combines social psychology research and marketing insights to build time-tested principles that deliver practical application to your real-world challenges.

This interactive workshop is designed to teach you to communicate more effectively, thereby making your contributions more influential and impactful. Utilizing exercises and in-class evaluations, you will receive first-hand experience practicing persuasive communication and customizing the approaches to your individual personality style. Throughout the program you are provided with frameworks, based on both fundamental ideas in social psychology and cutting-edge research, that will allow you to apply these techniques to your daily business goals. 

Fall 2018 

Cost: $995* covers all course materials, lunch and breakfast 
Certificates will be awarded based on successful completion of the one-day, in-person training.

* A 20 percent discount will be given to companies that enroll two or more employees.
* A 10 percent discount will be given to TCU staff/faculty/alumni, U.S. veterans, 501c3 non-profit organizations and government employees.

Who Should Attend?

This course is designed to improve any business leader’s ability to persuade others through more effective interpersonal communication (e.g., negotiations, team meetings, general conversations) and information (e.g., presentations, emails, proposals). As such, this course is appropriate for executives, managers and front-line employees.

What You Will Learn

Participants will learn practical tools that they can use immediately to improve their ability to influence others (e.g., coworkers, managers, customers) in interpersonal communication and presentations.


  • The principles of persuasion
  • Influencing personality types
  • Identifying communication strengths and weaknesses
  • Information processing models
  • Designing persuasive communications
  • Developing persuasive content
  • Delivering persuasive presentations
  • Communicative empathy

Faculty Leaders

Zach Hall, PhD
Assistant Professor of Marketing

Dr. Hall specializes in improving performance of the salesforce. He has more than 10 years of experience in sales and marketing, as well as consulting and researching for Fortune 500 companies in energy, retail, B2B and manufacturing on how to improve their sales process, customer relationship management, employee motivation and salesperson persuasion effectiveness. Dr. Hall was honored in 2015 and 2016 with the Excellence in Research Award by the American Marketing Association, an honor given to the most impactful research on the sales discipline. His research is highlighted in marketing’s premier publication, Journal of Marketing. He holds a BBA from Texas A&M University, MBA and MSBA in Finance from Texas Tech University, and PhD from the University of Houston.

Eric Yorkston, PhD
Associate Professor of Marketing

Dr. Yorkston is an expert on branding, product development, consumer psychology, consumer behavior, and global influences on consumption. He has lead study trips to Japan, Chile, Mexico, Cuba and Peru. His research on branding has been featured in numerous academic journals including Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research and Journal of Advertising, as well as The New Yorker. He teaches both MBA students and executives at TCU, and has taught students and executives at the University of Hawaii, University of Southern California and University of California at San Diego. He holds a BA from the University of Colorado, MBA from Rutgers University, and MPhil and PhD from New York University.

Please contact:

Kalyn McKittrick

Director of Marketing and Engagement