Informações sobre o curso
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Aprox. 17 horas para completar

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

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O que você vai aprender

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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

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 17 horas para completar

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

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
3 horas para concluir

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 vídeos ((Total 34 mín.)), 3 leituras, 2 testes
6 videos
Week 1 outline3min
1.1a What is persuasive communication?7min
1.2b Assessing human behaviour7min
1.3a Decision making: How it's done4min
1.3b How to question for unconscious values8min
3 leituras
Course overview10min
Learning activities and assessment10min
Explore further resources 11h
2 exercícios práticos
Recall 1: Check your understanding15min
Check your applied learning 11h
Semana
2
3 horas para concluir

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 vídeos ((Total 27 mín.)), 2 leituras, 2 testes
4 videos
2.1 Information processing and recalling stories8min
2.2b Why is storytelling important?9min
2.3a Structure that story!7min
2 leituras
2.2a Storytellers30min
Explore further resources 21h
2 exercícios práticos
Recall 2: Check your understanding15min
Check your applied learning 21h
Semana
3
3 horas para concluir

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 vídeos ((Total 34 mín.)), 2 leituras, 2 testes
5 videos
3.1 The art and science of building rapport8min
3.2a Relationships only happen with rapport8min
3.2b The matching exercise7min
3.3a Making your meeting matter7min
2 leituras
3.2c Communication: Mehrabian15min
Explore further resources 31h
2 exercícios práticos
Recall 3: Check your understanding15min
Check your applied learning 31h
Semana
4
3 horas para concluir

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.

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5 vídeos ((Total 33 mín.)), 1 leitura, 2 testes
5 videos
4.1 Group influence and impression management7min
4.2a The three questions to influence6min
4.2b The need to lead6min
4.3a The questions that get real answers9min
1 leituras
Explore further resources 41h
2 exercícios práticos
Recall 4: Check your understanding15min
4: Check your applied learning1h

Instrutores

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Associate Professor Lawrence Ang

Macquarie Business School
Department of Marketing
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Arabella MacPherson

Director, Resonate Communications

Sobre Universidade Macquarie

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....

Perguntas Frequentes – FAQ

  • Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.

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