Course Title: Write persuasive copy
Part B: Course Detail
Teaching Period: Term2 2016
Course Code: MKTG6045C
Course Title: Write persuasive copy
School: 650T Vocational Business Education
Campus: City Campus
Program: C5335 - Diploma of Business (Public Relations)
Course Contact: Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email: firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
Ph: (03) 9225 1612
Available during class time and during the week by appointment.
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
This course covers the performance outcomes, skills and knowledge required to interpret a creative brief and evaluate a range of creative options to write persuasive copy.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBWRT501A Write persuasive copy
1. Analyse and interpret creative brief
1.1. Analyse and confirm the technique/s for expressing the central idea or creative concept
2. Evaluate creative options
2.1. Evaluate design and copy options against the requirements of the creative brief
3. Prepare persuasive copy
3.1. Create original copy with impact which sets the product, service or idea being communicated apart from the competition and competitor's promotional material
Details of Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.
This unit is co-delivered with Make a Presentation COMM5928C
Prior to training commencement a program level induction session will be conducted that comprises the following:
• Program overview and requirements
|Week 1||Welcome to persuasive writing|
|Week 2||Introduction to the Public Relations industry and the importance of writing|
|Week 3||Introduction to Public Relations tools, presentations, documents and channels – overview of media releases, direct mail, newsletters, brochures etc|
|Week 4||The importance of the media release|
|Week 5||Audiences and stakeholders|
|Week 6||Public relations and marketing communication documents
(ASSESSMENT ONE DUE - feedback will be received by week 8)
|Week 7||Blog introduction|
|Week 8||Tools for persuasive writing|
|Semester break||29 August - 2 September|
|Week 9||Short vs long copywriting|
|Week 10||Objectives and key messages|
(ASSESSMENT TWO DUE - feedback will be received by week 12)
|Week 12||Events/sponsorship proposals|
|Week 13||Research & Evaluation Legal/Ethical|
|Week 14|| Assessments - In class presentations
(ASSESSMENT THREE DUE - feedback will be received by week 15)
Completing Assessments - presentations
|Week 16/17||No classes - Re-submissions only|
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.
Students are required to complete 3 total tasks. All tasks must successfully be completed to be deemed competent in this unit.
Task 1 – Press release planning and writing and mini presentations – individual assessment (Due week 6)
Students are required to investigate and analyse material from a simulated environment and plan and write two media specific vehicles.
In class, students will be provided with two current items/events/campaigns which will be closely studied to:
1) plan and write two press releases
2) prepare material for a mini presentation in the classroom.
1) Written pieces to submit:
• 2 x Press Release plan
• 2 x completed Press Releases
2) Mini presentation (five minutes) in class. Students are to choose one of the press releases they have planned and written and present on:
• Media angle
• Key messages
• Specific media audience
Each student will prepare: and submit supporting material for their presentation, including:
• Presentation plan
• speaking notes
• visual aids (minimum two slides)
Task 2 – Written Portfolio 2 – Pairs - (Due week 11)
In pairs, students will choose a virtual client from a supplied list who has a communication objective they need to fulfill. Students will need to consider how that virtual client is going to build their brand and reputation and highlight possible issues the business might be facing, for example:
• A new business has opened and needs to increase awareness
• Launching a new range and needs to inform its public
• Trying to gain interest from a new market
Students are to prepare:
Five pieces in total comprised of:
• Communication Plan (using supplied template)
• 3 x written piece of MINIMUM 500 words, choose from:
o Blog page
o Web page
o Newsletter article
o Brochure text
o Media release (compulsory)
• 1 x visual medium – professionally laid out and written choose from:
Tasks one and two will be submitted in stages with drafts submitted prior to full deadline date.
Task 3 – Presentation – Pairs (presented in class week 14 and week 15)
In pairs, students are to present their concepts from the second assessment.
Students will be assessed on a combination of content, ability to employ persuasive techniques along with presentation style, including visual aides, structure, voice projection, pace and pitch, poise and eye contact with the audience.
Each presentation/assessment must include:
a) visual aides (presentation slides – minimum 10)
b) testimonials or case studies
c) hand out material (copy of slides or summary of slides for audience)
d) Presentation plan – clear description of what you are presenting about and what you hope to achieve from the presentation.
PLEASE NOTE. your presentation material must follow the basic principles of persuasive writing, be free of spelling and grammar errors.
Submission Requirements for all assessments:
Assessment tasks need to be submitted via Blackboard. A hard copy may be required as well but where possible all assessments must also be submitted electronically.
Work to be saved in a word doc or .pdf and uploaded to assessment tab in your course blackboard shell by required date. Work sent by email will not be marked. Work submitted after the deadline and without one of the forms below will not be accepted or marked.
• 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 blackboard.
• 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. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.
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. <check links are still current>
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w (unresolved)
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Re-submissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the re-submission. The highest grade you will receive if your re-submission is successful is “CAG”.
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.
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:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Marking Guide (Competency):
You will be provided with an assessment guide at the start of semester that includes a grading rubric for each unit/cluster in the program. Rubrics will be based upon the criteria of performance, including how effectively you demonstrate skills and knowledge and the relevant employability/ core skills.
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.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:
Final Grades table:
CHD - Competent with High Distinction
CDI - Competent with Distinction
CC - Competent with Credit
CAG - Competency Achieved – Graded
NYC - Not Yet Competent
DNS- Did Not Submit for assessment
This unit is co-delivered and co-assessed with Make a Presentation
Course Overview: Access Course Overview