Self-Paced Online Programme For Executives

The Science Of Social Influence And Its Application (Part II)

Social influence is something we do every day, maybe even every hour at work. It helps us to work well with our coworkers and clients to get things done, and done well. Influence is not for sales and marketing people also, even an everyday email at work may be an influence action. Basic, easy changes to our messages and to our requests can make them much more persuasive, influencing others to do things, and to work with us to get things done. Everyone’s ability to influence others can be improved by learning influence strategies that have scientifically proven to be successful. Participants will learn these strategies and principles during the training sessions and will have some opportunity to practice or summarize these in exercises or some basic take homework.

In this course, the influence topic is introduced, it is differentiated from seemingly similar topics such as persuasion and motivation, and two of the main principles are covered, with many examples given and supporting evidence provided.


Learning Objectives

To focus and discuss two of the influence principles:

  • Consensus (Social Proof) – People often make decisions based on what the majority is doing or key referents (i.e. opinion leaders in their group), or a perceived large “group” of other people. That is, the group (or a few key ‘others’) can have a big influence on an individual (including you).
  •  Authority – People can be influenced by (seemingly) official authorities, credible experts, knowledgeable and trustworthy experts.


Who Should Attend

This course is designed for business leaders and professionals in all industries and functions.  It is suggested to complete Part I of the same topic first, please find the details here.

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Prof. David Ahlstrom


Department of Management





Course Details

Course: The Science Of Influence and Its Application

Course ID: ASI - 104II

Medium of Instruction: All in English

Duration: A series of self-paced video sessions for overall about 2 hours. Recommending an additional 2-3 hours self-directed learning on other materials including readings and assignments

Course Fee: HK$2,100 / person

• Corporate rate: Please contact our education professionals for details. Tailor-made course design is ready for corporate/organisation, let us know your ideas.

• Alumni rate: CUHK/CUSCS/APIB Alumni can enjoy a 15% discount on the course fee.

• Continuous Learning Offer: Additional 5%, 10% and 15% discount will be offered to applicant who has previously completed 1, 2 and 3 course(s) of the Self-Paced Online Programme for Executives within 24-month period, respectively.

• Upon successful completion of any self-paced online course, 15% discount is available when applying Digital Leadership Series for Executives.

• Upon successful completion of any self-paced online course, you will also be eligible as an Associate Member of CUHK Business School Alumni who is part of the school’s network for future events organized by the CUHK Business School Alumni Office.

Registration Deadline: Enrollment is open round the year



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The Science of Social Influence and Its Application (Part III)

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Miss Sherry Lui

Phone: (852) 3943 7425