Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG6045C

Course Title: Write persuasive copy

School: 650T Vocational Business Education

Campus: City Campus

Program: C5371 - Diploma of Business (Public Relations)

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

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 performance outcomes, skills and knowledge required to interpret a creative brief and evaluate a range of creative options to write persuasive copy.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBWRT501A Write persuasive copy

Element:

1. Analyse and interpret a creative brief

Performance Criteria:

1.1. Analyse and confirm the technique/s for expressing the central idea or creative concept

1.2. Identify and check the content and supporting information for accuracy and completeness

1.3. Confirm the time schedule and budgetary requirements for creating copy

1.4. Identify legal and ethical constraints impacting on copy to be developed

Element:

2. Evaluate creative options

Performance Criteria:

2.1. Evaluate design and copy options against the requirements of the creative brief

2.2. Select option/s which enable the required information and image to be communicated within time and budgetary requirements

Element:

3. Prepare persuasive copy

Performance Criteria:

3.1. Create original copy with impact which sets the product, service or idea being communicated apart from the competition and competitor's promotional material

3.2. Create copy which communicates the required image, features/benefits of the product, service or idea

3.3. Create copy which meets the requirements of the 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 and ethical requirements


Learning Outcomes


Individuals  will learn how to write persuasive copy to communicate messages in a wide range of contexts. These contexts may include television, radio, other advertising media, public relations or marketing.   The unit is generally undertaken by those working in a supervisory, management or freelancing role who are primarily responsible for the development of persuasive copy.  They may develop the copy individually or coordinate a team of writers.


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

Weekly schedule for MKTG6045C Write Persuasive Copy 1705

Week

Week/C

Topics

Assessment

1

Feb 6

Introduction/induction, induction and overview, delivery and assessment, support documents, online learning environment, Blackboard shell, assessment tasks, grading, plagiarism, appeals, extensions, feedback, submission requirements, resubmission, support, responsibilities.

 

2

Feb 13

Introduction to Copywriting

 

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

In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to:  

  • demonstrate effective interpretation of a creative brief to write original, innovative and persuasive copy that communicates key messages for at least one product/service or idea, on time and on budget
  • reasons for choosing specific design and copy options.

 

Knowledge Evidence

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

  • components of the creative brief
  • legal and ethical requirements relating to the advertising industry
  • identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as:
  • anti-discrimination legislation
  • consumer protection laws
  • copyright legislation
  • ethical principles
  • fair trading laws
  • privacy laws
  • Trades Practices Act
  • organisational and advertising budget constraints
  • organisational policies, procedures, products and services
  • persuasive writing techniques
  • grammar and punctuation.

Assessment Conditions

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

  • analysis of responses to case studies and scenarios
  • demonstration of techniques to write persuasive copy
  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • oral or written questioning to assess knowledge of relevant legislation from all levels of government, codes of practice and national standards that impact on business operations
  • communication skills to question, clarify and monitor the effectiveness of message being delivered
  • creativity and innovation skills to present ideas and information in an engaging manner
  • literacy skills to write high quality, persuasive copy and to communicate complex ideas and processes efficiently and effectively
  • literacy skills to write in a range of styles for different audiences
  • research and data collection skills to identify company and product information.
  • review of copy created.

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.

Feedback

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

Assessment task 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 f 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.

 

Assessment task 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 selfassessment 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 see your teacher for how assessments map to competency

Course Overview: Access Course Overview