Course Title: Persuade and influence opinion

Part B: Course Detail

Teaching Period: Term1 2019

Course Code: MKTG7880C

Course Title: Persuade and influence opinion

School: 650T Vocational Business Education

Campus: City Campus

Program: C6140 - Advanced Diploma of Business (Public Relations)

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

Telephone contact: 99255522

Email contact: 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 covers 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.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

PSPGOV605A Persuade and influence opinion

Element:

1 . Prepare for high-level communication

Performance Criteria:

1.1 Communication objectives are clarified, those to be present are confirmed and communication mode is identified.

1.2 Analysis is undertaken to anticipate the likely attitudes of and positions to be taken by those present on the matters under discussion.

1.3 Communication styles of those to be present are considered and their effect on the tone and likely direction/progress of the discussion is assessed.

1.4 Critical self-evaluation of communication strengths and vulnerabilities is undertaken and compared with other participant/s knowledge, styles and likely approaches in planned encounters.

1.5  Subject matter is researched/organised, key messages to be conveyed are distilled and tactics planned to utilise personal strengths and maximise outcomes for the organisation in accordance with legislation, policy and guidelines.

Element:

2 . Critically analyse and respond to opinions

Performance Criteria:

2.1 Others are listened to critically and responsively to evaluate complex levels of meaning in spoken communication and to identify impartiality, bias or unsupported argument.

2.2 Tone, style, non-verbal elements and points of view of speakers are noted and their use in influencing and affecting particular outcomes is considered.

2.3 Reaction to speakers and their point of view is analysed to identify and manage emotional triggers and maintain objectivity.

2.4 Opposing/challenging views are welcomed and examined for their value in achieving the same ends.

2.5 Communication is examined for subtext, significant inclusions and exclusions, socio-cultural values, attitudes and assumptions.

2.6  Complex concepts and ideas are explored 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 Communication approach is chosen and used to maximise effect with the given audience.

3.2 Sustained points of view are asserted with determination and conviction.

3.3 Content and approach are modified when speaking to an unresponsive audience, and diversions and unexpected questions handled confidently.

3.4 A variety of verbal and non-verbal behaviour is used to explain abstract ideas and expand on complex issues to maintain listener interest.

3.5 Complex questions and arguments are responded to quickly and saliently, backed by reasoned explanation.

3.6  Disagreements or conflicting personalities are handled objectively and agreements are negotiated where possible, concluding with positive summaries of achievement.

Element:

4 . Reflect on and hone communication strategies

Performance Criteria:

4.1 Feedback from others is obtained, outcomes are assessed and underlying interactions and motivations analysed.

4.2 Own vulnerability to emotional and other seductive appeals is analysed dispassionately.

4.3 Lessons learnt are articulated and used to underpin future interactions.

4.4 Sophisticated language structures and features that influence audiences to a preferred point of view are developed and practised.

4.5  Creative and innovative communication strategies are explored and practised for a range of workplace applications in accordance with organisational requirements.


Learning Outcomes



Details of Learning Activities

A range of learning activities covering workshops current case studies, speakers, reports and quizzes will be covered during the semester.

This course is co-delivered and co-assessed with Apply Government Systems (POLI 5019C)


Teaching Schedule

Teaching Schedule

 

 

Week

 

Week Commencing  2019

Topics

1

11 February

Course Induction

  • Course delivery and assessment details
  • Course support documents – any text books or readings
  • Online learning environment – go through CANVAS shell
  • Grading – remind them of codes and no marks (codes at end of doc)
  • Plagiarism – must have signed cover sheets on all assessments
  • Appeals – take them through this process and where it is on website
  • Extensions – take them through process (details on website.)
  • Feedback – when they can contact you and expect a response.
  • Submission requirements – how all work must be uploaded and how
  • Re-submission policy – one re-submission, marked to a pass allowed
  • Where to get support  - Student study support details
  • Student responsibilities – must check emails and CANVAS shells weekly

 

2

18 February 

     Course introduction – Overview on Government systems. Current knowledge of government systems: Why is the knowledge of government systems important to public relations practitioners? Why do we need government relations?  

Quiz

3

25 February 

Current knowledge of government systems: Why is the knowledge of government systems important to public relations practitioners? Why do we need government relations?  What are the three tiers of government and are they related?  Who are our political parties?

Quiz

Workshop activity

                                     

 

4

4 March

The structure of the Federal Government, the role of federal parliamentarians, the judiciary and the public service; lobbyists and how they work.       

The art of influence.             

 Quiz

Workshop activity

5

11 March

Lobbyists and how they work. Persuade and influence opinions

Quiz

Workshop activity                    

                                         

6

18 March

The structure of the State Government, the role of state parliamentarians, the judiciary and the public service; lobbyists and how they work. Persuade and Influence Opinion.             

Quiz

Workshop activity       

 

7

25 March

 

The structure of Local Government in Victoria; the roles and responsibilities of Councils and Council Officers; how do these differ from other forms of government?

               

 

8

1 April

Quiz

Workshop report

9

8 April

Elections and campaigning; political parties, their images and the role of public relations within them.

                      Guest speaker – Political campaigner

 Quiz

Workshop activity

10

15 April

Pressure groups; who are they, how do you deal with them; what influences are exerted on governments, why and how?

                  Guest speaker – Pressure group leader

  

Mid semester break (Friday 19 April to Friday 26 April inclusive)

11

29 April

Role of PR in the delivery of a government service

Quiz

Workshop activity

 

12

6 May

Excursion/visit to Melbourne Town Hall Council Chambers

Guest speaker on local government; the role of communications and its importance in a large metropolitan council; dealing with the extensive number of stakeholders.

                 

 

13

13 May

Test

14

20 May

Presentations 

15

27 May

Presentations

16

3 June

 Interviews/Assessment feedback

17

10 June

Resubmission


Learning Resources

Prescribed Texts


References


Other Resources

Nil


Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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


Assessment Tasks

Assessment Task 1: Activities dealing with both persuade and influence opinion and apply government systems         

Individual activities. These three reports.                                                                                                              

Length: 200 to 500 word each activity.

Aims:  1. Analyse and describe current techniques to persuade and influence opinion using government system concepts and tools. 

  1. Suggest ways the issue could have been reduced or resolved, in hindsight.
  2.  Apply skills in finding information using real life situations, online resources, books, journals and newspapers.

Identify a current or past story in the news which portrays a political issue. The lectures will list categories of issues to assist you think of a news story.

Describe and comment on the event, with the benefit of hindsight, using political risk management concepts and tools. Briefly describe the event (attach a copy of the article if convenient).  From the point of view of a public relations practitioner, describe the context of the issue or event, the actual risks associated with the issue or event, who the issue affected and how it affected them. 

   What political reduction strategies were already in place or likely to have been in place before the event? What other issue reduction strategies could have been used or have been used since?

Assessment criteria:

  • Application of persuasion and influence opinion and government systems concepts and tools to answer the questions                                        

Good use made of a variety of resources.

 

 Assessment Task 2           Test covering lectures and activities/workshops                 

Individual activity                                                                                                                 

Students complete number of activities and workshops that will be assessed via a final test in class. There will be a number of short answer questions that will cover all the lectures covered in both “Apply Government Systems’ and ‘Persuade and Influence Opinion’. The Test will be conducted in Week 14 and will take one hour to complete. 

                                         

Assessment Task 3: Quizzes dealing with persuade and influence opinion and apply government systems  

 Weekly quizzes about the content of past lectures and about the current situation in terms of the topics happening in Australia and overseas.                                                                                     

 


Assessment Matrix

Assessment Task 1: Case Study Activities

 

Students’ name

 

 

 

Assessment site

Building 80, RMIT University, 445 Swanston Street, Melbourne VIC 3000

Assessment date/s

Semester 1, 2019

Time/s

 

Outcomes

Assessment specification

Satisfactory

Yes

No

Did the students present the reports in class when requested?

 

 

Did the students have all resources and equipment prepared & ready before the session?

 

 

Record of performance

Performance indicators

Satisfactory

Yes

No

Did the report include a statement of the context of the case study?

 

 

Was the purpose of the report clearly described?

 

 

Did the group summaries data using tables where appropriate in the report?

 

 

Was the data presented in a manner relevant to the audience?

 

 

Did the group propose realistic actions to address identified problems?

 

 

Did the discussion result in appropriate resolution of the issue?

 

 

Did the group propose at least three helpful methods for communication of the results in the workplace in the report?

 

 

Comments/feedback to participant

 

 

Outcome:

o Not competent    o Competent

Assessor name:

 

Assessor signature:

 

 

 

 

 

 

Assessment Guide for Task 1: Workshop Activities

Elements of Assessment

Competent Achieved 

Above Competent 

Competent with Distinction Achieved

Competent with High Distinction Achieved

Assess student capability to perform the activities requirements for these courses of competency

Perform to the basic standard required as specified in the activities requirements

Demonstrated good performance and standard of understanding in the prescribed activities requirements

Demonstrated high level of performance and good understanding in the prescribed activities requirements

Exceeded performance and demonstrated capability to the highest possible standard in the prescribed activities requirements

 

 

 

 

 

Assess how well student demonstrated the required knowledge for these activities

Demonstrated a basic understanding of required knowledge. Limited research undertaken

Demonstrated a good understanding of required knowledge. Some independent research undertaken

Demonstrated a high level understanding of required knowledge. Supported by good independent research undertaken.

Demonstrated a level  of knowledge beyond good standard underpinned by strong independent  research

 

 

 

 

 

Assess how well student executed the required skills for the activities specified

Demonstrated basic capability in most required skills

Demonstrated a good capability in all required skills

Demonstrated a high level of capability in all required skills

Demonstrated a skill level beyond  required standard

 

 

 

 

 

Assess of student contribution to learning activities related to timeliness, use of technology and presentation

Demonstrates basic capability in  timeliness, use of technology and presentation skills and therefore contributes only to the required standard

Demonstrates good capability in  timeliness, use of technology and presentation skills and  contributes well to the required standard

Demonstrates a high level  capability in  timeliness, use of technology and presentation skills and  contributes strongly above the required standard

Demonstrates excellent capability in  timeliness, use of technology and presentation skills and  contributes exceptionally well above the required standard

 

 

 

 

 

 

Comments/feedback to student

 

 

 

Outcome:

 

Assessor signature:

 

 

 Assessment Task 2

Submission details

                                                Test covering lectures and activities/workshops                 

Individual activity                                                                                                                 

Students complete number of activities and workshops that will be assessed via a final test in class. There will be a number of short answer questions that will cover all the lectures covered in both “Apply Government Systems’ and ‘Persuade and Influence Opinion’. The Test will be conducted in Week 14 and will take one hour to complete. Each question will be allocated a mark and the total mark will add up to 100%.

This assessment is worth 30% of the total marks

 

Assessment 2: Test

Students’ name

 

 

 

Assessment site

Building 80, RMIT University, 445 Swanston Street, Melbourne VIC 3000

Assessment date/s

Semester 1, 2019

Time/s

 

 

Assessment specification

Satisfactory

Yes

No

Did the student attend classes and take notes relevant to the topic covered in Apply Government Systems and Persuade and Influence Opinion?

 

 

Did the student submit a completed test on the required date?

 

 

Comments/feedback to participant

 

 

 

 

Outcome:

o Not competent    o Competent

Assessor name:

 

Assessor signature:

 

 

Submission Requirements for all assessments: 

Assessment task Test need to be submitted on the day of the test in printed format.

 

 

 

 

Assessment Task 3

Submission details

                                                Quizzes on current issues in government systems and opinions              

Individual activity                                                                                                                 

Students complete weekly quiz activity that will be assessed by knowledge and performance attained. There will be a number of short answer questions that will cover current events over the past week that related to both “Apply Government Systems’ and ‘Persuade and Influence Opinion’. The Quiz will be conducted every week at the start of the lesson. Each question will be allocated a mark and the total mark will add up to 100%.

 

 

Assessment Task 3: Quiz

Students’ name

 

 

 

Assessment site

Building 80, RMIT University, 445 Swanston Street, Melbourne VIC 3000

Assessment date/s

Semester 1, 2019

Time/s

 

 

Assessment specification

Satisfactory

Yes

No

Did the student attend classes and take notes relevant to the topic covered in Apply Government Systems and Persuade and Influence Opinion?

 

 

Did the student submit a completed test on the required date?

 

 

Comments/feedback to participant

 

 

 

 

Outcome:

o Not competent    o Competent

Assessor name:

 

Assessor signature:

 

Other Information

Nil

Course Overview: Access Course Overview