Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term1 2020

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: Felicity Burns

Course Contact Phone: +61 3 99255486

Course Contact Email: felicity.burns@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

 federico.viola@rmit.edu.au

     

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

11/2

Course introduction

Writing copy

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

Assessment 1 and 2 briefing

Copywriting - Theory

Assessment 1 Briefing

Assessment 2 Briefing

Week 2

18/2

Concept development and layout

Writing Copy

Concept development and layout

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

 Worksheet due

Week 3

25/2

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.
Copywriting Exercises

Worksheet due

Week 4

4/3

Elements of design

Typography development

Writing copy

Elements of design

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

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

Worksheet due

Week 5

11/3

Sketching

Writing copy

Tracing, concept sketching

Copywriting Exercises

 

Week 6

18/3

Assessment 2 Briefing

Presentations (moved here from week 5)

Assessment 1 due:

Presentation: during class

(Digital Submission: Sunday, end of day)

Week 7

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

 Software Workshop 1

Copywriting Exercises

 Illustrator Workshop

Worksheet due

Week 9

Software Workshop 2

Design exercises

Copywriting exercises

Illustrator WorkshopWorksheet due

Semester Break

   

Week 10

Advertisements layouts

Refine copy

Various advertisement layout workshops

Refine copy to suit the target audience

 Worksheet due

Week 11

Software Workshop

Graphics

Photoshop Basics

Assessment 2 due - Sunday end of day

Week 12

Photoshop Techniques

Create Advertisements

Photoshop Workshop

Advertisements - Dimensions

Magazine Media Kits

 

Week 13

 To be advised

 To be advised

 

Week 14

 Work on Assessment  Work on assessment Assessment 3 Due, Sunday end of day

Week 15

 Presentations

 Presentations

Assessment 3 Presentations

Week 16

 Resubmissions

 Late Presentations

 

Week 17


Week Commencing on

Topic

Readings and Activities

Assessment

Week 1

Course introduction

Writing copy

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

Assessment 1 and 2 briefing

Copywriting - Theory

 Assessment 1 Briefing

Assessment 2 Briefing

Week 2

Concept development and layout

Writing copy

Concept development and layout

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

Copywriting Exercises

Worksheet due

Week 3

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.

Copywriting Exercises

Worksheet due

Week 4

Elements of design

Typography development

Writing copy

Elements of design

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

Typography development

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

Copywriting Exercises

Worksheet due

Week 5

Sketching

Writing copy

Tracing, concept sketching

Copywriting Exercises

Assessment 1 Digital Submission Due:

Sunday, end of day

Week 6

Presentations (Assessment 1)

Presentations

Assessment 1 Presentation due: during class

Week 7

Introduction to print

Rework copy

Introduction to Print

Rework the existing copy

 

Week 8

Software Workshop 1

Copywriting Exercises

Illustrator Workshop 

Worksheet due

Mid Semester Break

2/9 - 8/9

Classes commence on Monday, 9/9.

 

 

Week 9

 

Software Workshop 2

Design exercises

Copywriting exercises

Illustrator Workshop

Worksheet due

Week 10

 

Advertisements layouts

Refine copy

Various advertisement layout workshops

Refine copy to suit the target audience

Worksheet due

Week 11

 

Software Workshop

Graphics

Photoshop Basics

Grammar Quiz (Worksheet)

Week 12

Photoshop Techniques

Create Advertisements

Photoshop Workshop

Advertisements - Dimensions

Magazine Media Kits

 

Week 13

 To be advised

 To be advised

Assessment 2 due - Sunday end of day

Week 14

Work on Assessment 3

Work on assessment 

Assessment 3 due, Sunday end of day

Week 15

 Presentations

Presentations

 Assessment 3 Presentations

Week 16

 Assessment Feedback and Reflections

 Assessment Feedback and Reflections

 

Week 17

Resubmissions due

Feedback Session - Resubmissions due

 

  

  

     


Learning Resources

Prescribed Texts


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 all three 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 adequate concepts for a print campaign as initial thumbnails, further refinements and roughs. You need to explore the layouts to suit a client brief. 

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

  • Plan for persuasive copy by analysing message, target audience, use of tone and language and choice of words
  • Evaluate design and copy against the creative brief
  • Develop adequate headings, slogans and copy with an adequate amount of variations.
  • Research and document information covering relevant legal, technical and ethical aspects or constraints relevant to the copy and product.
  • Proofread draft
  • Supply textfile of draft and of edited draft
  • Create a schedule for the copywriting and ad development
  • Create a budget for the copy based on copywriter rates.

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

Assessment Task 2: 

Complete six worksheets and a grammar quiz based on copywriting and advertising exercises. All worksheets and the quiz will be performed in class. (See the syllabus/weekly planner for worksheets and quiz).

Assessment Task 3: 

Develop Advertisements for Print in 3 formats
Refine 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.

Create original copy which sets product, service or idea apart from competition. Final selected copy needs to be included in advertisement and selected and alternative copy needs to be supplied as a text file. Ensure you use Australian standard English.

Your copy must be grammatically correct and free of spelling errors.

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.

Present your portfolio in printed as well as digital format.

     


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. 

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): 

Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:

Satisfactory

Not Satisfactory

DNS (Did not Submit)

 

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. 

Course grades will be given as:

CA (Competency Achieved)

NYC (Not Yet Competent)

DNS (Did not submit)

 

 

       

Course Overview: Access Course Overview