About this Course
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Approx. 17 hours to complete

Suggested: 6 weeks of study, 3-5 hours/week...

English

Subtitles: English

What you will learn

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    Critically evaluate a range of theories to decode the components of persuasive communications

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    Apply a range of different strategies to a variety of contexts to build rapport, overcome resistance, and find acceptance

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    Develop skills to interpret the motivation of the audience and influence the way they think and feel to support your ideas

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 17 hours to complete

Suggested: 6 weeks of study, 3-5 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
3 hours to complete

The necessary art of persuasion: Understanding what matters to your audience

At the heart of persuasive communications is a solid understanding of your audience and what they find appealing. This week you will learn the basic theory of persuasive communication, including models of information processing, motivational appeals, message acceptance, fast and slow decision making and rules of effective human interactions.

...
6 videos (Total 34 min), 3 readings, 2 quizzes
6 videos
Week 1 outline3m
1.1a What is persuasive communication?7m
1.2b Assessing human behaviour7m
1.3a Decision making: How it's done4m
1.3b How to question for unconscious values8m
3 readings
Course overview10m
Learning activities and assessment10m
Explore further resources 11h
2 practice exercises
Recall 1: Check your understanding15m
Check your applied learning 11h
Week
2
3 hours to complete

Telling your story: Developing a dramatic narrative

Effective storytelling starts with developing persuasive content, and then structuring a dramatic narrative that will spark the imagination. In week 2, you will learn how to apply storytelling principles like shaping the beginning, building the middle, and making the ending powerful. You will learn how to find the winning idea for your story, colour it with emotions, and use metaphors to quickly connect concepts in people’s minds.

...
4 videos (Total 27 min), 2 readings, 2 quizzes
4 videos
2.1 Information processing and recalling stories8m
2.2b Why is storytelling important?9m
2.3a Structure that story!7m
2 readings
2.2a Storytellers30m
Explore further resources 21h
2 practice exercises
Recall 2: Check your understanding15m
Check your applied learning 21h
Week
3
3 hours to complete

Connecting with people: Developing authenticity and building rapport

Developing rapport and trust is a crucial aspect of persuasion, in fact, it crucial for any form of supportive human interactions. Often times, this means being able to read a situation and adapt the approach accordingly. In week 3, you will learn how to speak authentically, and how to quickly build and maintain rapport. The means by which this can be accomplished include the use of verbal and non-verbal cues and the techniques of matching and mirroring the body language and vocal qualities of the other person.

...
5 videos (Total 34 min), 2 readings, 2 quizzes
5 videos
3.1 The art and science of building rapport8m
3.2a Relationships only happen with rapport8m
3.2b The matching exercise7m
3.3a Making your meeting matter7m
2 readings
3.2c Communication: Mehrabian15m
Explore further resources 31h
2 practice exercises
Recall 3: Check your understanding15m
Check your applied learning 31h
Week
4
3 hours to complete

Talk the talk: Creating impressions and guiding influential conversations

Group meetings can create lasting impressions, which is why it important that they are well run. But, more often than not, such meetings are unproductive. Stress and tension in meetings are also common. In week 4, you will learn how to lead influential group conversation by planning an effective meeting, be aware of the do’s and don’ts in meeting, avoid groupthink, and how to make better decisions. You will also learn the power of impression management.

...
5 videos (Total 33 min), 1 reading, 2 quizzes
5 videos
4.1 Group influence and impression management7m
4.2a The three questions to influence6m
4.2b The need to lead6m
4.3a The questions that get real answers9m
1 reading
Explore further resources 41h
2 practice exercises
Recall 4: Check your understanding15m
4: Check your applied learning1h

Instructors

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Associate Professor Lawrence Ang

Macquarie Business School
Department of Marketing
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Arabella MacPherson

Director, Resonate Communications

About Macquarie University

Macquarie is ranked among the top one per cent of universities in the world, and with a 5-star QS rating, we are recognised for producing graduates who are among the most sought-after professionals in the world. Since our foundation 54 years ago, we have aspired to be a different type of university: one focused on fostering collaboration between students, academics, industry and society....

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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