Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term2 2018

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: Julia Makin

Course Contact Phone: +61 3 99255175

Course Contact Email: julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Federico Viola

federico.viola@rmit.edu.au

T 03 9925 5713

Available: Mon, Wed - Fri, 9am - 5pm by appointment (outside class hours).

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

This course is  clustered (co-delivered and co assessed) with MKTG7929C Create Mass Print Media Advertisements.

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 with MKTG7929C Create Mass Print Media Advertisements. The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

 

Course Schedule:                                                      

Week Commencing on

Topic

Readings and Activities

Assessment

Week 1

2/7

Course introduction

Course Induction
Outline for all 2 assessment tasks
Interpret the creative brief

Assessment 1 briefing

 Assessment 1 Briefing

Week 2

9/7

Concept development and layout

Writing Copy

Concept development and layout

  • Turn print media ideas into words and pictures using designer visuals and sketches.

Writing Copy

 

Week 3

16/7

Image development

Elements of design

Writing Copy

Image development

  • Create images to suit the product and central idea of the advertisement.

Elements of design

  • Size and position images and type in a print advertisement to achieve balance and focus.

Writing Copy

 

Week 4

23/7

Client Visit

Typography development

Writing Copy

Client briefing for WIL project

Typography development

  • Select typefaces to suit the product and central idea of the advertisement
  • Assessment 1 work

Writing Copy

 Client Visit

Week 5

30/7

Presentations (Assessment 1)Presentations (moved to week 6)

 

Week 6

6/8

Assessment 2 Briefing

Introduction to Print 1

Presentations (moved here from week 5)

Introduction to Assessment 2

Introduction to Print 1

Assessment 1 due:

Presentation: during class

(Digital Submission: Sunday, 11pm)

Week 7

13/8

We will cover week 6's content instead

Introduction to Print 2

Rework Copy

We will cover week 6's content instead

Introduction to Print 2

Rework the existing copy

Assessment 2 - Briefing

Week 8

20/8

 

 

 

Break

27/8 - 31/8

Illustrator Workshop 1Illustrator Workshop 

Week 9

3/9

Illustrator Workshop 2

Illustrator Workshop 

 

Week 10

10/9

Advertisements Layouts

Refine Copy

Various advertisement layout workshops

Refine copy to suit the target audience

 

 

Week 11

17/9

Photoshop Basics

Graphics

Photoshop Basics

 

Week 12

24/9

Photoshop Techniques

Create Advertisements

Photoshop Workshop

Advertisements - Dimensions

Magazine Media Kits

 

Week 13

1/10

 To be advised

 To be advised

 

Week 14

8/10

Work on Assessment 2 Work on assessment Assessment 2 Due, Sunday 11pm

Week 15

15/10

 Presentations

Presentations

Assessment 2 Presentations

Week 16

22/10

Presentations

 Presentations

Assessment 2 Presentations

  


Learning Resources

Prescribed Texts

Class notes and tutorials.

Online notes posted on Canvas

Video resources on Lynda.com (see course content in Canvas shell)


References


Other Resources

All resources will be available in Canvas.


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

This course is co-assessed with MKTG7929C Create Mass Print Media Advertisements.

You are required to complete 2 tasks. All tasks must be successfully completed to be deemed competent in this unit.

Assessment Task 1:

1 - Create and present a portfolio of concept sketches for a print campaign 
Develop concepts for a print campaign as thumbnails and posters and present the layouts for:

  • newspaper advertisements,
  • magazine advertisements and 
  • non-traditional print media executions.

The artwork will need to be scanned and uploaded to Canvas as a single file (PDF).

2 - Create and present engaging copy to support your visuals that is suitable for the specified target audience

  • Develop 10 different headings
  • Develop 3 alternatives for a single paragraph of engaging body copy about the product
  • Research and document information relevant to the legal, medical or technical aspects of the use of the product or product itself.


Assessment Task 2:
 

Develop Advertisements for Print in 3 formats
Develop the concepts from Assessment 1 including the copy in digital format for print. The advertisements need to be of a professional standard in print quality and in presentation technique.

Write a description that explains your visual choices to achieve the final advertisement. Discuss balance, colour choices, typefaces chosen, visuals, white space, margins, visual hierarchy, focal point, headline, slogan and copy. The description should discuss how it addresses the requirements of the advertisement brief, how it is addressing the desires and language of the target audience and how it meets legal and ethical requirements.


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements   You should:

  • 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 the Assessment task document that includes a declaration and statement of authorship.
  • 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. 

Other Information

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.   More Information:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     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.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   Marking Guide (Competency):    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 CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the grading criteria will be provided by your teacher.

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