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COM 75 — The Science of Being Memorable and Influencing Decisions

Quarter: Summer
Instructor(s): Carmen Simon
Duration: 2 days
Format/Location: Live Online
Date(s): Jul 23—Jul 25
Class Recording Available: No
Class Meeting Day: Tuesday and Thursday
Grade Restriction: NGR only; no credit/letter grade
Class Meeting Time: 6:00—8:30 pm (PT)
Tuition: $285
   
Refund Deadline: Jul 16
 
Unit(s): 0
   
Status: Open
 
Quarter: Summer
Day: Tuesday and Thursday
Duration: 2 days
Time: 6:00—8:30 pm (PT)
Date(s): Jul 23—Jul 25
Unit(s): 0
Format/Location: Live Online
 
Tuition: $285
 
Refund Deadline: Jul 16
 
Instructor(s): Carmen Simon
 
Grade Restriction: NGR only; no credit/letter grade
 
Recording Available: No
 
Status: Open
 
Effective communication motivates an audience. When you communicate, you typically want your audience to be moved in the moment and to act in the future. But what influences their decisions? The answer is simple, yet complex: memory. People make decisions in your favor based on what they remember. However, research confirms that audiences forget 90 percent of what you share after two days. So how can your audiences act on what you say if they don’t remember most of it? And how do you drive toward specific decisions in the face of cognitive inertia? By leveraging research in neuroscience and decision-making, this course will help answer these questions. Through exercises, lectures, and discussions, you will learn and employ a series of best practices that will make your content (e.g., sales pitch, marketing message, training materials, finance review, or technical data) more memorable and actionable. Specifically, you will learn how to create an optimal “10 percent message” that is rewarding to the brain, easily remembered, and linked to a desired action. You will also learn how to influence memory with precision, use decision drivers that impact long-term memory, and use a five-step, persuasive template to spark action.

Advanced-level proficiency in spoken English is required. The examples and principles you will learn in this course apply to any media you use for your content—such as presentations, thought leadership files, websites, or LinkedIn posts. During class sessions, for ease of understanding the content and completing some assignments, you may need to use PowerPoint.

CARMEN SIMON
Cognitive Neuroscientist

Carmen Simon consults with major corporations on human memory and decision-making processes. She is the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions. Simon received a PhD in cognitive psychology with a focus on neuroscience from Capella University.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.