Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7931C

Course Title: Write persuasive copy

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of Marketing and Communication

Course Contact: Sally Parrott

Course Contact Phone: +61 3 99255175

Course Contact Email: sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

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

None

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

Element:

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

Element:

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

Element:

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


Students will learn how to  to interpret a creative brief and evaluate a range of innovative options to write persuasive copy


Details of Learning Activities

 

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.

The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

We expect you to participate and contribute in all scheduled learning activities.


Teaching Schedule

Schedule subject to change

 

Weekly schedule for MKTG6045C Write Persuasive Copy 1705

Week

Week/C

Topics

Assessment

1

Feb 6

Introduction/induction

Course Induction and overview

• 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

 

2

Feb 13

Introduction to Copywriting

Brief 1

3

Feb 20

History of copywriting

The evolution of copywriting in advertising

Brief 1 review

Brief 2

4

Feb 27

Copywriters

The role and responsibility of the copywriter

Brief 2 review

Brief 3

5

March 6

Principles of copywriting

Writing persuasive copy

Knowledge quiz 1

Brief 3 review

Brief 4

6

March 13

Understand who you are writing for

Using a persuasive tone of voice

Brief 4 review

Brief 5

7

March 20

Writing in different styles for different briefs

Using a persuasive writing style

Workshop 1

Brief 5 review

 


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

 

To be deemed competent in this course students must show evidence of the following:

Performance Evidence

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.

 

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

 

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.


Assessment Tasks

 

1: Prepare a copy portfolio (6/8 briefs)

Due: 5pm day of scheduled class time Week 13

Weighting:         60% of final course grade

1.1. Analyse and interpret weekly creative briefs.

1.2. Create original advertising copy in appropriate format, language, writing style, level of detail and which complies with legal and ethical requirements.

Copy exercises are due for peer review the following week*

1.3. Evaluate copy against the criteria set in the weekly creative brief and prepare an oral

defence/presentation to deliver in class each week.  Use criteria on the grading rubric below as     a guide for preparing defence notes.

 

 Keep a portfolio of explorations, developments and defence notes of why you think copy concepts      may or may not be feasible.  You will use these as the basis of your self-assessment and peer assessment in Task 2.

1.4. Prepare a portfolio of 6/8 weekly exercises (created individually or in teams of two in class) using    pen on A4 paper. Submit a hard copy of your portfolio in A4 plastic folder for peer review (see Task 2) in class in Week 13.

1.5. Use the helpful feedback and suggestions and alternative approaches from peer reviews            (Task 2.2-2.3) to improve your portfolio.

* Note: If you miss more than three weekly reviews, 5 marks will be deducted from your overall grade for each subsequent missed review.

 

Task 2. 

 

 

2: Review a Copy e-Portfolio (individual)

 

 

Due:                      5pm day of scheduled class times Weeks 13-15

 

 

Weighting:         40% of final course grade

 

Evaluating and critiquing copy strategy/approaches against set criteria is a continuous and ongoing process prior to client presentation.  This task mirrors best practice and provides you with a holistic view of the process. There are FOUR different reviews: 1 X self and 3 X peer conducted in class weeks 13-15.

2.1. Self-review (In class week 13) (10%)

     Use defence notes/feedback from weekly critique sessions (Task 1.3) as the basis of a self-assessment of your own copy strategy and approach. Summarize and explain approaches, techniques, formats, languages, writing styles, accuracy, detail and compliance with legal and ethical requirements of each portfolio item (6) in writing in the template provided. Submit along with hard copy your draft e-portfolio in a plastic folder in Week 13.

2.2.  Peer review (In class week 14) (10%)

        Review ONE e-portfolio (Task 1.4) and submitter self-review (Task 2.1) given to you in class in

        week 13. Mark submitter’s self-review (2.1) using criteria on the grading rubric below.

2.3. Peer feedback (In class week 14) (10%)

        Be a critical friend and help improve submitters’ portfolio prior to it being uploaded for final assessment in Week 15. This involves giving helpful written feedback/suggestions/ alternative approaches on technique, format, language, writing style, level of accuracy, detail and compliance with legal and ethical requirements of each portfolio item (5) prepared in Task 1.4. Submit written peer feedback (2.3) for submitter assessment (2.4) in the template provided by Week 14.

2.4. Submitter review (due Week 15) (10%)

Submitter (person who submits the portfolio) will critique reviewer feedback (2.3) against the same rubric (2.2). 

 

 

 


Assessment Matrix

Please refer to your Assessment guide for the assessment matrix

Course Overview: Access Course Overview