Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG7931C

Course Title: Write persuasive copy

School: 650T Vocational Business Education

Campus: City Campus

Program: C5344 - Diploma of Advertising

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Felicity Burns

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


Course Description

This unit describes the skills and knowledge required to interpret a creative brief and evaluate a range of innovative options to write persuasive copy.

It applies to individuals who use well-developed advertising skills and a broad knowledge base to communicate messages in a wide range of contexts. In this role, individuals may develop copy individually or may work in a supervisory, management or freelancing capacity coordinating a team of writers.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBWRT501 Write persuasive copy


1. Analyse and interpret creative brief

Performance Criteria:

1.1 Analyse and confirm technique/s for expressing central idea or creative concept 1.2 Identify and check content and supporting information for accuracy and completeness 1.3 Confirm schedule and budgetary requirements for creating copy 1.4 Identify legal and ethical constraints impacting copy to be developed


2. Evaluate creative options

Performance Criteria:

2.1 Evaluate design and copy options against requirements of creative brief 2.2 Select option/s enabling required information and images to be communicated within time and budgetary requirements


3. Prepare persuasive copy

Performance Criteria:

3.1 Create original copy with impact, which sets product, service or idea being communicated apart from the competition and competitor's promotional material 3.2 Create copy which communicates required image, and features and benefits of the product, service or idea 3.3 Create copy which meets requirements of creative brief in terms of information, format, language, writing style, and level of detail 3.4 Produce copy on time and within budget 3.5 Produce copy which complies with legal, organisational and ethical requirements

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to interpret a creative brief and evaluate a range of innovative options to write persuasive copy.

Details of Learning Activities

Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to interpret a creative brief and evaluate a range of creative options to write persuasive copy.

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.

Teaching Schedule


This course is co-delivered and co-assessed with Undertake Project Work BUSM 8720C



Week Commencing


Assessment /Comment           




Course Induction
• Course delivery and assessment details
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Grading – reminder of codes and no marks (codes at end of doc)
• Plagiarism – must have signed cover sheets on all assessments
• Appeals – process and where it is on website
• Extensions – process (details on website)
• Feedback – contact times
• Submission requirements – how all work must be uploaded
• Resubmission policy – one resubmission, marked to a pass allowed
• Where to get support - student study support details
• Student responsibilities – must check emails and Blackboard shells weekly

*Outline for all Assessment Tasks




Introduction to Copywriting and Project Work

The role of the copywriter and principles of persuasive copywriting.

Planning project work in groups – developing a project plan.

*Overview Assessment 1
Information to inform course content, delivery and expectations.

 Brief 1 – Assessment 1




Writing the creative brief.





Communication objectives and developing the ‘Big Idea’




Understanding who you are writing for

Using a persuasive tone of voice. 

*Overview Assessment 2

Brief 2 – Assessment 2





Writing in different styles for different briefs

Using a persuasive writing style.






Developing and refining copy: headlines

Exploring types of headlines to persuade your audience.

Assessment 1 Due




Developing and refining copy: slogans

Finding words to make your copy persuasive.

Write a slogan that sums up the product promise in three words.



29 Aug – 2 Sept

Mid-semester break




Writing in different styles for different mediums

Considering the characteristics of the medium in terms of readability.

*Overview of Assessment 3


Brief 3 – Assessment 3




Crafting copy and images

Organising and structuring your copy elements




Putting pictures into words

Turning your words into concept roughs using pen and paper.


Draw presentation layouts in pen and Copic marker

Assignment 2 Due



Test and evaluate copy against appropriate measures.

Evaluating the effectiveness of your copy strategies for achieving desired outcomes against appropriate measures.

Legal, social, ethical and environmental considerations




Editing and fact checking

Spelling and grammar

Preparing and presenting your portfolio






Editing/finalising portfolio work

Assessment 3






Feedback on course work






No classes – Resubmissions only










Learning Resources

Prescribed Texts


Other Resources


Resources students will find useful for their creative portfolio work:

Barry, P 2012, The Advertising Concept Book, 2nd Edition, Thames & Hudson, UK

Shaw, M, 2012, Copywriting. Successful Writing for Design, Advertising and Marketing, 2nd Edition, Laurence King Publishing

Wells, Spence-stone, Moriarty, Burnett, 2015 Advertising, Principles and Practice, Australasian Edition, Pearson Education


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • analyse and evaluate a design brief including:
    - check information for accuracy
    - work to schedule
    - work to budgetary requirements
    - locate and adhere to organisation’s legal and ethical constraints
  • produce persuasive copy with high impact, surpassing competitor’s promotional material.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • discuss ethical requirements which may impact production and delivery of creative copy
  • explain relevant legislation, standards and codes of practice affecting production and delivery of copy
  • outline constraints to be considered during analysis, evaluation and preparation of copy
  • explain organisational policies and procedures relevant to writing copy
  • describe persuasive writing techniques
  • explain structure of persuasive copy.


Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

Assessment Tasks

 This course is co-delivered and co-assessed with Undertake Project Work BUSM 8720C

Assignment 1 – Group Project Work, Brief 1 (40%), 2000 words - Due Week 7


For any major campaign, it is important to be able to work to deadlines and work within a team to produce campaigns on time and within budget—in all areas of planning, creative and production.

Working in groups of 3, you will be required to conduct research on a company in need of a relaunch and produce a creative brief with an accompanying proposal of a new campaign idea that will restore the brand name and reputation of the company. In addition, all groups are to produce a work plan of project tasks and timelines.

There are 3 parts to this assessment:                  

Part A: Group Work Plan

Part B: Creative Brief (500 words)

Part C: Proposal for New Campaign   (1500 words)

*The first brief for this course and key areas to address will provided on Blackboard.


Assessment 2 – Creative Portfolio, Brief 2 (30%), 500 words – Individual – Due Week 11


Crafting effective copy is essential for persuading audiences and creating impact in advertising campaigns. This assessment task will allow you to explore copy, headlines and images to produce an impactful print ad. Working from brief 2, you will create and explore various types of headlines to connect with the target audience and promote the client’s brand— which will lead to a finished print ad for a magazine. This assessment task will allow you to develop skills in crafting headlines and understand the impact of effective copy.

*A brief template of the key aspects to address will be provided on Blackboard.


Assessment 3– Creative Portfolio, Brief 3 (30%), 1000 words – Individual – Due Week 14


Writing for different mediums is another skill required as a copywriter. The mediums can vary from print to broadcast to online. This assessment task will allow you to explore copy and images to produce a series of advertisements for various mediums (for the same campaign). In addition, it will allow you to consider the strengths and weaknesses of writing for different mediums.

Working from brief 3, you will create a portfolio of advertisements to raise awareness of the client’s brand. Upon completion of this assessment task you will develop key skills in writing for different mediums and understand the impact of effective copy.

*A brief template of the key aspects to address will be provided on Blackboard.


PLEASE NOTE the assessment work must follow the basic principles of persuasive writing, therefore work must be edited to ensure there are no spelling or grammatical errors.


Assessment Feedback:
Feedback on the assessments will be provided as per University policy. Where resubmissions are required, it is the responsibility of the students to check the due date listed in the feedback sheet and resubmit within that timeframe. If the resubmission does not occur within the required date and time, a “not yet competent” will be awarded and a fail for the unit will be recorded. It is the individual’s responsibility to monitor Blackboard to be aware that the feedback has been posted.

Interim grades will appear in Blackboard grade centre for all assessment. Explanation of the interim grades are as following:
“CAG” for Competent – for a result between 5.0 and 10.0
“NYC” for Not Yet Competent for any result between 0 and 4.9 (one resubmission granted)
“DNS” for Did not Sit/Submit and no approved extension

Where an individual student has a known condition that may impact the performance of the individual student or that of the group and its ability to submit the work on time, it is recommended that the student contact the Disability Liaison Unit to apply for the appropriate assistance. Due to the intensity of this unit of study, it is recommended this is attended to within the first week of the semester in order to assist team members and the individual with any reasonable adjustments required. Where a student group receives an NYC, they are required to attend to the resubmission and upload the corrected work by the date listed in the feedback for a maximum pass for all team members.

Submission Requirements:

Work is to be completed using the software as per instructed, and saved in the native file format, pdf as per instructed.  The assessments must be uploaded to the assessment tab in your course Blackboard shell by required date. Please note:

-          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.

Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:

You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at:;ID=ls0ydfokry9rz

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. Cover sheets for submission of work is available from the Student forms website.

It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received before 5pm Friday Week 16.


Assessment Matrix

The assessment matrix will be supplied in the RMIT Blackboard assessment guide.

Other Information

This course is co-delivered and co-assessed with Undertake Project Work BUSM 8720C.

Course Overview: Access Course Overview