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: anni.juracich@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Bianca Christoff
bianca.christoff@rmit.edu.au
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 |
Element: |
1. Prepare to write content |
Performance Criteria: |
1. Identify production requirements for content with relevant personnel and according to organisational procedures |
Element: |
2. Draft content |
Performance Criteria: |
8. Classify, structure and sequence content so that it is easy to read or navigate |
Element: |
3. Finalise content |
Performance Criteria: |
16. Incorporate feedback from relevant personnel into final content |
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
WEEK 1
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
WEEK 2
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
Business
Personal
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
WEEK 3
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
WEEK 4
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
WEEK 5
BRIEF 1 DUE
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
Copyright
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
WEEK 7
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
WEEK 8
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
WEEK 9
BRIEF 2 DUE:
Present your brief
WEEK 10
Ask students to find an editorial they like from vintage fashion magazines. Library excursion
WEEK 11
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
WEEK 12
Develop concepts / visuals around the brand
Developing an Aspiration around the product
Define the client, where do they sit in the market place
WEEK 13
Develop Define the target market
Create a mood board depicting you’re client
Develop Research existing competitors to develop their brands point of difference
WEEK 14
Finalise copy development
WEEK 15
Final presentation Brief 3 / w client feedback
WEEK 16
FEEDBACK SESSIONS
Learning Resources
Prescribed Texts
References
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 http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian Michelle Matheson michelle.matheson@rmit.edu.au (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: http://www.rmit.edu.au/students/assessment
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. |
X |
X |
X |
Assessment Task 2 - Social media marketing concept |
X |
X |
X |
Assessment Task 3 - Write copy for a Photo shoot |
X |
X |
X |
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 :
http://www.rmit.edu.au/browse;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
http://www.rmit.edu.au/browse;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 :
http://www.rmit.edu.au/browse;ID=vj2g89cve4uj1 (unresolved)
Penalties for late assessment
Late submission or presentation of assessable work without an approved extension will be penalised
http://www.rmit.edu.au/policies/student
• 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 :
http://www.rmit.edu.au/academicintegrity
Course Overview: Access Course Overview