Course Title: Persuasive Communication

Part A: Course Overview

Course Title: Persuasive Communication

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 1 2007,
Sem 1 2008


RMIT University Vietnam


335H Applied Communication


Viet2 2009,
Viet3 2009


RMIT University Vietnam


345H Media and Communication


Viet1 2010,
Viet2 2010,
Viet3 2010,
Viet1 2011,
Viet2 2011,
Viet3 2011,
Viet1 2012,
Viet2 2012,
Viet3 2012

Course Coordinator: Dr Ella Chorazy

Course Coordinator Phone: TBC

Course Coordinator Email:

Course Coordinator Location: 009.04.038

Course Coordinator Availability: Please email for an appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

In this course you will explore the theory and practice of persuasive communication. This course introduces you to a range of theoretical approaches and practical applications that will be used as a foundation for developing your critical understanding of communication as well as your own persuasive communication skills. You will use different theoretical approaches to conceptualise and analyse persuasive communication to explore how these approaches influence the practice of communication in various social contexts. This will be applied to your own practice through the creation, development, and delivery of persuasive communication designed for engagement and impact. 

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes  

For students enrolled in the Bachelor of Professional Communication (BP354) you will develop the following program learning outcome:    

  • PLO5: Establish and continue to grow communication knowledge and skills by applying disciplinary and interdisciplinary expertise in real world contexts. 
  • PLO6: Employ intellectual independence and judgement to engage critically with information, make sound evidence-based decisions, actively challenge assumptions, and undertake research that is ethical, creative and reflective.

Course Learning Outcomes

Upon successful completion of this course, you will be able to: 

  1. Describe the relationship between major historical and theoretical approaches and the nature and practice of communication and media. 
  2. Identify and apply alternative models for analysing communication and media situations and practices. 
  3. Examine and and analyse the production of persuasive meaning using appropriate language. 
  4. Create persuasive communication that is appropriate for its context, purpose and audience. 

Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities. Delivery of this course may be face to face, online or a mix of both.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.   A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.   The University Library has extensive resources for Media and Communication students. The Library has produced a subject guide that includes quality online and print resources for your studies   There are services available to support your learning through the University Library. The Library provides guides on academic referencing and subject specialist help as well as a range of study support services. For further information, please visit the Library page on the RMIT University website and the myRMIT student portal.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. Assessment will cover both theoretical and practical aspects of your learning.   Assessment Tasks Task 1: Persuasive Statements Weighting: 30% (individual) Addressing course learning outcomes: 1, 3, 4,   Task 2: Communication Analysis Weighting: 40% (individual) Addressing course learning outcomes: 1, 2, 3   Task 3: Group Project Weighting: 30% (group) Addressing course learning outcomes: 2, 3, 4   Feedback will be given on all assessment tasks.   If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more.   Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.