Course Title: Write content for a range of media

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: COMM5968C

Course Title: Write content for a range of media

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C5336 - Diploma of Fashion Styling

Course Contact: Anni Juracich

Course Contact Phone: +61 3 9925 9236

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Bianca Christoff

Nominal Hours: 40

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

 There is no pre-requisite for this course

Course Description

This course is designed to give you the skills and knowledge required to write content for a range of different media in a fashion styling context.

This unit is delivered and assessed with COMM5967C (ICTWEB201A) Use social media tools for collaboration and engagement

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUFWRT301A Write content for a range of media


1. Prepare to write content

Performance Criteria:

1. Identify production requirements  for content  with relevant personnel  and according to organisational procedures
2. Identify purpose  of content and other factors  that have implications for the way content will be written
3. Identify text -based content  that may be incorporated and referenced, and organise copyright clearances as required
4. Use a range of additional sources  to find information where there are perceived gaps in text-based content
5. Identify needs and perspectives of target users and audience with reference to a range of user data
6. Generate a range of ideas relevant to purpose of the content to be written
7. In consultation with relevant personnel, evaluate and select most appropriate content ideas and writing styles 


2. Draft content

Performance Criteria:

8. Classify, structure and sequence content so that it is easy to read or navigate
9. Draft content using writing and communication principles
10. Draft content using writing techniques  appropriate to purpose of the content
11. Provide captions or descriptions for media assets  as required
12. Apply presentation techniques  to enhance readability
13. Refine and redraft content until it meets creative requirements
14. Proofread content and conduct readability tests  if appropriate
15. Submit final draft to relevant personnel for consideration and review


3. Finalise content

Performance Criteria:

16. Incorporate feedback from relevant personnel into final content
17. Submit content by agreed deadline according to organisational procedures
18. Note areas for improvement in own area of responsibility and take action accordingly

Learning Outcomes

On successful completion of this course you will have developed and applied the skills and knowledge to demonstrate competency in the above elements.

Details of Learning Activities

Learning activities may include tutorials, practical workshops and off campus research where you will be challenged to reflect and debate on different concepts and issues surrounding social media and appropriate language when posting on different platforms .
You will be required to participate in case study learning, problem solving activities, self-reflection and discussion.  Activities will encourage both individual and group based learning responsibilities and outcomes.

Teaching Schedule

Intro to the course and teacher

Look at the variety of social media:
• Instagram
• Facebook
• Pinterest
• Linkedin
• Snapchat

Library discussion and available resources
Discussion on what they are used for and what purpose
Target market for each
How the copy is written for each for each
Introduce Brief 1

Media Expert – Social media chat – Sasha Cunningham
General discussion around:
Breaking it down – what types of people use the different social media –target market
Purposes for each
Marketing combination of both – telling a story visually and with copy/ who its targeted at
Examples  - of different strategies used for different target markets
Analyse and look at Instagram platform and associated tools
Research in groups of 3-4
Present findings
Target markets / audience identification

Analyse look at Facebook platform and associated tools
Research in groups of 3-4
Research sites of each platform in group of 3-4 Research present discuss
Target markets / audience identification
Illustrate the issues around social media tools and applications

Divide class into 2 groups Look at Linked in and Pinterest

Analyse and look at Pinterest platform and tools
Linked – IN - Research sites of each platform in group of 3-4 Research present discuss
Present findings:
• Private versus Business
• Brand building and how all of the above are interconnected
• Target markets
• Problems and difficulties
Present brief 2 – Select an Australian fashion brand and illustrate the different ways social media is used to promote the business. You must look at a minimum of 3 platforms
Look at business and the variations and uses between the variety of chosen media
Look at how copy differs between the various social media
What is the business target market/ audience
Desires of the client.
Discussions as to what a client wants to achieve - as a class activity
Look at different copy used for social media:
Appropriate to the audience/ target?
Communicate information?
 Start researching a business.
Industry social media copywriter  – presenting variations of copy for social media- Kaye Blum
How readers scan and read written material
Writing and communication techniques for relevant medium
How does the copy vary for each of the platforms?
Theory around copy per platform- Eg breakdown a press release for Instagram, Facebook,
Show examples of brand imagery / advertising on Facebook, instagram, linked in etc.
Different language for different targets
Group activity Write copy for an image presented related to the individual platforms working in groups.
Write copy for instagram add / Facebook ad/ linked in

Look at media laws, copyright
Look at business marketing practises – how do businesses market
Analyse brand target markets – what defines them
Back it up with reference imagery
Look and feel how they create
Develop a mood board around the business you are showcasing
Look and feel –different strategies for different platforms
Different uses of copy for different platforms

Intro brief 3
Class activity: Students in groups will be given an image
Write Copy for different imagery and platforms in groups of 3 - 4.
Students to present their findings and copy not specifying what platform they have written for.
The class should be able to assess what the platform is.
Each group will have a brand and image – 4 or 5 different styles of copy depending on platform
Conceptual skills to generate a range of text ideas
Look at developing concepts:
Research existing competitors therefore developing their brands point of difference.
Look at their client and what defines them in the market place
• Developing an Aspiration around the product
• Visual imagery
• Mood board
• Existing references similar look and feel
• Colour palate etc.
How you will develop a story around the image defining the brand/ what is the story
The copy for each shot, is the story building?
 Class Pitch – How to pitch an idea
Groups given an image to analyse.
Divide the class up into groups. Each group has to develop a pitch to sell the idea to the client.

Pitching the idea
Present idea/business to be targeted/ marketing strategy for social media/
General discussion
 Examples of well executed social media
Introduce brief 3

Present your brief

Ask students to find an editorial they like from vintage fashion magazines. Library excursion

Write copy from a press release and visual imagery. You will re-purpose a press release and write copy for a variety of social media platforms including:
• Instagram
• Facebook
• Snapchat
• Twitter
• Pinterest
Look at developing concepts: 
• Developing an Aspiration around the product
• Define the client, where do they sit in the market place
• Define the target market
• Create a mood board depicting you’re client
• Research existing competitors to develop their brands point of difference

Develop concepts / visuals around the brand
Developing an Aspiration around the product
Define the client, where do they sit in the market place

Develop Define the target market
Create a mood board depicting you’re client
Develop Research existing competitors to develop their brands point of difference

Finalise copy development

Final presentation Brief 3 / w client feedback


Learning Resources

Prescribed Texts


Other Resources


You will have access to a simulated styling design workroom  and facilities such as computer laboratories as required. Plus an On-line learning HUB

The University Library has extensive resources for Fashion and Textiles students. The Library has produced a number of subject guides that includes quality online and print resources for your studies Fashion and Textiles Library Guides including
•Fashion magazines
•Fashion Books
•Database and Blog sites (e.g. WGSN, Stylesight)
•library guides

 The Library provides guides on academic referencing and subject specialist help via your Liaison Librarian Michelle Matheson (Brunswick)


Overview of Assessment

Assessment is ongoing throughout the course and has been designed to measure achievement of each element in a flexible manner. Assessment will incorporate a variety of methods including visual presentations and media releases designed for students to demonstrate their ability to write content to use when contributing to social media to engage with an audience. To successful complete this course students must demonstrate competency in all elements as listed. 

Students will be eligible for a graded result higher than Competency achieved only if competency has been demonstrated within the standard enrolment period and on the first assessment attempt. Units assessed as ‘not yet competent’ on a first assessment attempt and ‘competent’ on a second or subsequent attempt are to have results amended to competent but will not be eligible for grading. Students are advised that they may be asked to personally demonstrate their assessment work to confirm aspects of competency not evidenced in class or through assessments.
All work must be submitted by the due date. Late submission will not be graded higher than a Competency Achieved

All work must be submitted by the due date. Late submission will not be graded higher than a Competency Achieved (CAG)

Assessment will include:
Task 1 - Fashion brand’s use of social media.
Task 2 - Social media marketing concept
Task 3 - Write copy for a photo shoot

Feedback will be provided throughout the semester on all assessment tasks. All assessment tasks must be completed before competency can be achieved.

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Disability Liaison Unit if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online:

Assessment Tasks

Assessment Task 1 - Fashion brand’s use of social media.
Analyse and assess and research a range of social media platforms

Assessment Task 2 - Social media marketing concept
Select an Australian fashion brand and illustrate the different ways social media is used to promote the business and uses copy. You must look at a minimum of 3 platforms

Assessment Task 3 - Write copy for a Photo shoot
You are to analyse a vintage editorial fashion shoot. Select one or more of the products in the fashion spread and propose a concept and the target market around the products you have selected. You will then write copy relevant to the “brand” and consistent with the editorial photoshoot. You must write copy for five social media platforms.

Assessment Matrix



Elements        →

1. Prepare to write content

2. Draft content


3. Finalise content

Assessment    ↓

Assessment Task 1 - Fashion brand’s use of social media.




Assessment Task 2 - Social media marketing concept




Assessment Task 3 - Write copy for a Photo shoot





Other Information

You must complete a submission cover sheet for every piece of submitted work. This signed sheet acknowledges that you are aware of the plagiarism implications.
Feedback - You will receive verbal and written feedback by teacher/tutor/lecturer on your work. This feedback also includes suggestions on how you can proceed to the next stage of developing your projects. Student feedback at RMIT :;ID=9pp3ic9obks7 (unresolved)
Student Progress
Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential. Student progress policy;ID=vj2g89cve4uj1 (unresolved)
Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension. Special consideration, appeals and discipline :;ID=vj2g89cve4uj1 (unresolved)
Penalties for late assessment
Late submission or presentation of assessable work without an approved extension will be penalised
• Student Feedback at RMIT
• Student Progress
• Special Consideration, appeals, and discipline
• Academic Integrity
• Student Progress Committee (SPC)
• Assessment Grades
• Classification of award
Please refer to the website for more information on this policy go to Academic Integrity :

Course Overview: Access Course Overview