Course Title: Persuade and influence opinion

Part B: Course Detail

Teaching Period: Term2 2021

Course Code: MKTG8056C

Course Title: Persuade and influence opinion

School: 650T Vocational Business Education

Campus: City Campus

Program: C6169 - Advanced Diploma of Business (Public Relations)

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

alain.grossbard@rmit.edu.au 

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This unit describes the skills required to persuade and influence opinion in high-level workplace communication for working at a senior level with internal and external clients, colleagues and other staff. It includes preparing for high-level communication, critically analysing and responding to opinions, persuading and influencing others, and reflecting on and honing communication strategies.

 This unit applies to those working in generalist and specialist roles within the public sector.

 The skills and knowledge described in this unit must be applied within the legislative, regulatory and policy environment in which they are carried out. Organisational policies and procedures must be consulted and adhered to.

 Those undertaking this unit would work autonomously consulting others as required, performing sophisticated tasks in a range of contexts.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

PSPGEN070 Persuade and influence opinion

Element:

1. Prepare for high-level communication 

Performance Criteria:

1.1 Clarify communication objectives, confirm those to be present and identify communication mode.

1.2 Anticipate the likely attitudes of and positions to be taken by those present on the matters under discussion.

1.3 Consider communication styles of those to be present and assess their effect on the tone and likely progress of the discussion.

1.4 Undertake critical self-evaluation of communication strengths and vulnerabilities and compare with other participants' in planned encounters.

1.5 Research and organise subject matter, identify key messages and plan tactics to use personal strengths and maximise outcomes.

Element:

2. Critically analyse and respond to opinions 

Performance Criteria:

2.1 Listen to others critically and responsively to evaluate complex levels of meaning in spoken communication and to identify bias or unsupported argument.

2.2 Note tone, style, non-verbal elements and points of view of speakers and consider their use in influencing and affecting particular outcomes.

2.3 Analyse reaction to speakers and their point of view to identify and manage emotional triggers and maintain objectivity.

2.4 Welcome opposing or challenging views and examine them for their value in achieving the same ends.

2.5 Examine communication for subtext, significant inclusions and exclusions, socio-cultural values, attitudes and assumptions.

2.6 Explore complex concepts and ideas to clarify understanding, and to challenge and justify interpretations based on underlying assumptions, beliefs and values.

Element:

3. Persuade and influence others

Performance Criteria:

3.1 Choose a communication approach to maximise effect with the given audience.

3.2 Assert sustained points of view with determination and conviction.

3.3 Modify content and approach when speaking to an unresponsive audience, and handle diversions and unexpected questions confidently.

3.4 Use a variety of verbal and non-verbal behaviour to explain abstract ideas and expand on complex issues.

3.5 Respond to complex questions and arguments with reasoned explanation.

3.6 Handle disagreements or conflicting personalities objectively and negotiate agreements where possible, concluding with positive summaries of achievement.

Element:

4. Reflect on and hone communication strategies 

Performance Criteria:

4.1 Seek feedback from others, assess outcomes and analyse underlying interactions and motivations.

4.2 Analyse own vulnerability to emotional and other seductive appeals dispassionately.

4.3 Articulate and use lessons learnt to underpin future interactions.

4.4 Develop and practise sophisticated language structures and features that influence audiences.

4.5 Explore and practise creative and innovative communication strategies for a range of workplace applications.

Learning Outcomes


In this course, you will learn how to use the most effective communication strategies to persuade and influence opinion in business and the public relations sector. This will prepare you for responding appropriately to different events/ situations and with developing your own communication strategies to use in industry.


Details of Learning Activities

This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.



Teaching Schedule

Weekly Schedule 

MKTG8050 / MKTG8056C / MKTG7904C PR Industry Role and Client Relationships
Semester 2 2021

Week number 

Week beginning 

Topic 

Assessments 

O-Week

5th July

Introduction

·         Teacher, student introductions

·         Assessments and Feedback

·         Course overview

·         Assessment Tasks

·         Groups

·         Workshop

Brief all assessments and assessment overview 

2

12th July

Research and apply public relations industry information  


3

19th July 

Research and apply public relations industry information 

  

4

26th July

Seek and apply information on the use of technology in public relations 

  

5

2nd August

Seek and apply information on the use of technology in public relations 


6

9th August

Initiate interpersonal communication with clients  

7

16th August

Establish client relationship management strategies 


8

23rd August

Maintain and improve ongoing relationships with clients 


Mid Semester Break 30th August - 5th September

9

6th September

Build and maintain networks 

10

13th September

Update public relations role in an industry context 

11

20th September

Prepare for high-level communication 

12

27th September

Critically analyse and respond to opinions 

13

4th October

Persuade and influence others 

14

11th October

Reflect on and hone communication strategies 

 Assessment 1 due

15

18th October

Interviews & Presentations - Work Placement  

16

25th October

Interviews & Presentations - Work Placement  

 Assessment 2 due

17

1st November

Grade Entry


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available on Canvas


Overview of Assessment

Assessment Methods

A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess competency in persuading and influencing opinion:

  • Project management
  • Written reports supported by practical assignments or tasks for individual assessment
  • Observation of workplace practice supported by personal interviews
  • Knowledge tests
  • Practical display with personal interview, presentations or documentation
  • Case studies
  • Real situations
  • Interaction with others.

You will be assessed on the criteria below:

Performance Evidence

Evidence required to demonstrate competence must satisfy all of the requirements of the elements and performance criteria. If not otherwise specified, you must demonstrate evidence of performance of the following on at least one occasion.

  • applying legislation, regulations and policies relating to communication in the public sector
  • analysing and using language structures and features that influence the interpretation of spoken communication
  • interacting responsively, critically and confidently with both familiar and unfamiliar groups on specialised topics in formal and informal workplace situations
  • speaking with confidence and listening critically.

Knowledge Evidence

Evidence required to demonstrate competence must satisfy all of the requirements of the elements and performance criteria.

If not otherwise specified, the depth of knowledge demonstrated must be appropriate to the job context of the candidate.

  • public sector legislation including WHS and environment, regulations, policies, procedures and guidelines relating to communication in the public sector
  • the power and effect of spoken language
  • stylistic devices and their ethical use for calculated effect
  • the ways in which socio-cultural factors, language features and structures, and non-verbal elements combine to influence the interpretation of spoken communication.

Assessment Conditions

Assessment will be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the workforce development – diversity field of work and include access to:

  • organisational policies and procedures 
  • business technology
  • case studies and, where possible, real situations with industry
  • interaction with others.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met. You will be provided with feedback throughout the course to check your progress.

Feedback

Feedback will be provided throughout the semester in class and/or with online discussions.

You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. You can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

Assessment 1 Task -  Research and Analysis Report

Date and time due         : Week #14

Purpose: This assessment will allow you to research the public relations industry, career opportunities and to develop a career plan. 

Requirements:  There is 1 part to this task, you will be required to complete: A career in public relations 


Assessment 2 Task - Research and apply the public relations role in an industry context

Date and time due         : Week #16  

Purpose: The aim of the Practical Workplace Program is to add a further dimension to your public relations studies by providing you with the opportunity to experience and learn practical aspects of PR from professionals in the workplace. You are expected to utilise the opportunity to do that to the fullest extent. Placement hours should be a minimum of 80 hours to a maximum of 120 hours in total. 

Requirements:  There are 3 parts to this task, you will be required to complete: 

Part 1:  Portfolio, journal and reflective questions 

Part 2:  Interview – Individual Persuasive Presentation  

Part 3: Build client relationships and business networks 


You are to select a real world client for whom they will fulfil an internship/practical workplace brief. You will need to choose a client who is happy to work with you and who has a communications objective they need fulfilled.  


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.
Submission Requirements

You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS) 
  • Always retain a copy of your assessment tasks. (hard copy and soft copy)
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 


Other Information

Late Submission Procedures 
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.  If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
Where an extension of greater than seven days is needed, you must apply for Special Consideration.  Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmissions:
If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.  
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Re-submissions
Successful re-submissions will contribute a CA only (Competency Achieved) result to your overall grade for the course.
Adjustments to Assessment 
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment
Marking Guide (Competency): 
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing. 

Final Grades table:


CA Competency Achieved  NYC Not Yet Competent DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher


Course Overview: Access Course Overview