Excerpt from course description

Rhetoric, Communication and Management


Rhetoric is the art of persuasion, the art of making people think, feel and act. Rhetoric means making an impact through speech and writing, through language and action. Rhetoric is the essence of leading people; good rhetoric is crucial to a good leader. This program gives you a comprehensive view of how rhetorical theory and practice can build leadership credibility.
Some world top leaders have also been brilliant rhetoricians. Is there more to it than simply using fancy words? You learn about the leader’s ability to communicate meaning: using solid argumentation to persuade your audience, logos; using values and virtues to build your credibility, ethos; using emotions, narratives and ornate language to ensure engagement and build common identity, pathos.
Rhetoric is central to communication and leadership. Theoretical models are used and practiced through common sharing and support in order to impact on:

  • Your role as a leader: your ability to communicate your wisdom and competence, your virtues and goodwill, to understand your readers and your audience.
  • Your communication and your language: your ability to analyze reality, to create meaning, define goals and visions, to build community and call for action. This means presenting your issue clearly and comprehensively, persuading and arguing effectively, accommodating your language and style, transmitting respect and compassion in your speech and writing, and demonstrating ability to dialogue.
  • The rhetorical situation: your ability to understand how speech and context depend on each other; how good rhetoric is shaped by the context, but also shapes it.

Course content

1. Module. Credibility and argumentation
Ethos, logos and pathos in rhetoric
Credibility – ethos and authenticity
Ethos and authority; ethos and honor; ethos and sincerity
Argumentation – the good argument
The speech as a management tool

2. Module. Style and delivery
Style and genre
Rhetorical tools, tropes and figures
Leadership, metaphors and storytelling
Non-verbal communication and presentation techniques

3. Module. Crisis communication
Crisis communication
Crisis and leadership
Conflict and conflict solution

4. Module. Dialogue and interpersonal communication
Dialogue and mutual learning
Conversational strategies and management communication
Unity and conflict in dialogue

5. Module. Rhetoric, communication and leadership
Rhetoric and leadership
Charisma, rhetoric and leadership
Visions and leadership
The authentic leader


This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.