Persuasion and influence are important competencies to accomplish personal goals in all walks of life, and are commonly encountered in everyday life, especially in school, job or even in family in role of persuader and being persuaded.  The ability to exert personal influence to change the thoughts and behaviour of peers and other people and to defend oneself against theirs is indispensable to lead a fruitful life.  In this complicated world, the effectiveness and conscience of persuasion are of equal importance.  This course aims to provide fundamental knowledge and skills in effective and ethical persuasion.  The course will unfold psychological, behavioural and ethical essentials of persuasion.  Conceptual frameworks and practical tools will be visualized by good and bad examples that caused societally, culturally, politically and technologically impact around the world.