Course Title: Persuade and influence opinion

Part B: Course Detail

Teaching Period: Term1 2020

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:

Name and Contact Details of All Other Relevant Staff

Alain Grossbard


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


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


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.


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.


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.


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

This unit covers the effective application of government systems and persuade and influence opinion to effectively work in the public sector. It includes applying communication in the knowledge of linkages between government/other organisations and between governments, and applying knowledge of the broader political context.

This unit also 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.

It will cover lectures, research, speakers, workshops, and dealing with politicians.

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




Week Commencing  2020




10 February

Course Induction

  • Course delivery and assessment details
  • Course support documents – any text books or readings
  • Online learning environment – go through Blackboard 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 bb shells weekly




17 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?  




24 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?




Workshop activity


2 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.             



Workshop activity


9 March

Lobbyists and how they work. Persuade and influence opinions





16 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.             



Workshop activity


23 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?          



30 March

Workshop report & work on Major Assignment




Mid-semester break (9-15 April)



16 April

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



Workshop activity


20 April

                           Visit to State Parliament (TBD)

            Guest speaker – State Member of Parliament



27 April

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



4 May

Role of PR in the delivery of a government service




Workshop activity



11 May

Excursion/visit to Melbourne Town Hall Council Chambers (TBD)

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




18 May

  Review course in preparation for test.

Major assignment due


27 May




3 June

Assessment feedback 



10 June



Learning Resources

Prescribed Texts


Other Resources

Resources will be discussed in class and on Canvas shell.

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: Case Study Workshops on dealing with both persuade and influence opinion and apply government systems         

Individual activities. A minimum of 5 x current and real life Case Studies.                                                                                                

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.

          2. Suggest ways the issue could have been reduced or resolved, in hindsight.

          3.  Apply skills in finding information using real life situations, online resources, books, journals and newspapers.

The student will need to identify a current or past story in the news which portrays a political issue. The lectures will list categories of issues will assist in thinking of a news story or an effective means of communicating.

The student will need to describe and comment on an event using political risk management concepts and tools. Briefly describe the event.  From the point of view of a public relations practitioner, the student will need to 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?Application of persuasion and influence opinion and government systems concepts and tools are required to answer the questions                                        

 Assessment Task 2 :  Test covering lectures and current activities.               

Individual activity                                                                                                                 

Students will need to complete number of activities and workshops that will be assessed in class. There will be a number of questions that will cover all current aspects in both “Apply Government Systems’ and ‘Persuade and Influence Opinion’.


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

Individual activity

 The student will need to participate in a weekly quiz using Kahootz held during class time, focusing on the content of past lectures and current situations in terms of the topics happening in Australia and overseas.                                                                                     


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS. It comprises of list of criteria for assessment to demonstrate competency and a rubric that will assess the quality, research and competency achieved for each of the tasks outlined above.

 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:

 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:



 If you are found to be unsuccessful in a Course Assessment Task (or you do not submit/attend) you will be allowed one re-submission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the re-submission.  

 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.

 Grading & re-submissions

 Successful re-submissions will contribute a CA (Competency Achieved) result to your overall result 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:

 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 results will be in the following format:

CA Competency Achieved

NYC Not Yet Competent

DNS Did Not Submit for assessment

Other Information

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

You should:

• Ensure that you submit assessments on or before the due date.
• 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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on CANVAS.
• 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

Course Overview: Access Course Overview