Course Title: Advanced Copywriting
Part A: Course Overview
Course Title: Advanced Copywriting
Credit Points: 12.00
Terms
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%.