Course Title: Advanced Copywriting

Part A: Course Overview

Course Title: Advanced Copywriting

Credit Points: 12


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM2332

City Campus

Undergraduate

335H Applied Communication

Face-to-Face

Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 1 2009

COMM2332

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

Sem 1 2010,
Sem 1 2011,
Sem 1 2012,
Sem 1 2013,
Sem 1 2014

Course Coordinator: Lyn Clarke

Course Coordinator Phone: please email for appointment

Course Coordinator Email:lyn.clarke@rmit.edu.au

Course Coordinator Location: Building 9, level 5

Course Coordinator Availability: by appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

Successful completion of GRAP2319 Copywriting


Course Description

Copywriting welcomed you to this craft and developed your techniques. Now you can put these skills into action. In the next 12 weeks you will attempt briefs, most of which are live and set by clients, agencies or industry bodies. These real life challenges cover all media, as well as many and varied objectives. Don’t forget that advertising is not always about sales. Often, your words will need to change behaviour, feelings and beliefs, secure loyalty or even make amends, among others. There is power in your words. This semester you will use that power to its fullest in developing compelling, convincing and effective copy.


Objectives/Learning Outcomes/Capability Development

The following program capabilities will be assessed in this course:

•Identify, and respond appropriately to, emergent global trends and issues as they impact on the advertising industry
•Produce innovative and professional solutions to advertising communication briefs using creative skills (art direction and copywriting)
•Develop targeted and effective communication strategy, creative campaigns and media plans
 


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

•Design different copy concepts and evaluate the best approach for the brief.
•Produce copy suitable for a range of media platforms (traditional, new or emerging) to reach your target audience.
•Construct copy that achieves the client’s objectives.
•Devise copy that inspires your target market to act while respecting the values of the brand/product/service/cause.
•Expose your copy at an international level to see that your skill sets, knowledge and creative thinking compare with the best copy writers.


Overview of Learning Activities

Learning activities may involve lectures, tutorial discussion, workshops, team projects, videos, entry into competitions and case study analysis.



 


Overview of Learning Resources

Lecture notes, a reading list, and other resources will be available on the RMIT Blackboard course site. You will also be required to use other sources of information such a library resources and on-line databases.

You will have access to computer laboratories, camera equipment suitable for live storyboard production and current edit suite software packages.
 


Overview of Assessment

Assessment components consist of three assignments.
Individual Assignment 1 - Worth 30%.
Individual Assignment 2 - Worth 30%.
Team Assignment 3 - Worth 40%.