Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term1 2020

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: Felicity Burns

Course Contact Phone: +61 3 9925 5486

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


Name and Contact Details of All Other Relevant Staff

Matthew Farmer

matthew.farmer@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 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 in class activities, case studies and independent research are included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.


Teaching Schedule

Week

Topic

Readings and Activities

Assessment

Unit(s) of Competency

Elements and Performance Criteria

Week 1

 

 

 

Introduction to course schedules

    • The 9 kinds of copywriting
    • Writing exercises
      • Simple household item
      • Features and benefits of self
      • Radio ad based on 1st Writing Exercise

 

 

 

Week 2

 

 

 

Avatars, Client Briefs, and More

    • Rough Avatar Creation
    • Writing to your Avatar

    • 3 kinds of copy on a website
      • Front page
      • About us
      • Product Page
      • On page SEO
      • Using the Client Brief to find SEO.
      • What words go where?
      • H1, H2, H3
      • Building a website

 Receive Avatars for Assignment 1

 

 

Week 3

 

 

Websites

    • How to build a blog.
      • Begin making a website using Wix or Weebly, for your Avatars

 

 

 

Week 4

 

 Social Media

    • Social Media- where less is more.
    • Writing Exercise
      • Take a client brief.
      • Write a blog for your client.

Make a social media post about that blog in 2 different social channels

 

 

 

Week 5

 

 

 

Press Releases and Radio Ads

    • The power of a press release.
      • Who writes them? Who reads them?
    • Clichés and Puns
      • When are they good?
      • When are they bad?
    • Radio ads-
      • What words work best when?
      • Scripted ads or those read by the DJs?
      • Time of day
      • Where do people listen to the radio?
    • WRITING EXERCISE
      • Needs a press release
      • A Radio Ad
      • PRODUCT

 

 

 

Week 6

 

 

 

In Class time for Assignment 1 work

Assignment 1 due Week 6

 Assignment 1 due 11.59pm Friday night

 

 

Week 7

 

 

 

Direct Mail and Print Adverts

    • Look at and discuss various kinds of Direct Mail
    • Look at and discuss various print articles.
    • Headlines- Why they are important and how to write them
    • How to build a strong Avatar- worksheets and questions to ask
    • Writing Exercise- build an avatar based off a student interview, write a direct mail letter drop for them
    • Writing Exercise - write a small article for the Surprise Product

 

 

 

Week 8

 

 

 

EDM- emails and newsletters & CLIENT BRIEFS

    • Dissecting an email.
    • Email subject lines as headlines
    • The power of a list as a target market and how to write to that market
    • Writing exercise – use an avatar and write them an email.
    • Writing exercise- build a newsletter in mailchimp and send it to me.

 

 

 

 

 

   

 

Week 9

 

 

 

  • Online Ads and Critiquing
    • Looking at banner ads- images and words
    • The power of specific words
    • Introduction to Canva.
    • How to positively critique another’s work
    • Exercise- Critique someone’s banner ad.
    • Writing exercise – Random Product as a Banner ad

 

 

 

Week 10

 

 

 

Working with Budgets

    • How to charge for your time
      • Hourly or project based
    • What costs are associated with copywriting
      • Social media costs
      • Image costs

 

 

 Assign 1 - Due

Week 11

 

 

 

The Client

 

In class time interviewing with Client

 

 

 

Week 12

 

 

 

In Class time for Assignment 2 work

 In Class time for Assignment 2 work

  

 

Week 13

 

 

 

In Class time for Assignment 2 work

In Class time for Assignment 2 work

 

 

 

Week 14  

 

 

 

Client Presentation

 

Present to Client

 

Assignment 2 submission to CLIENT and to RMIT due by 11.59pm

 

 

 

 

 Week 15

 

 

 Quiz

*in class quiz 

 

 Assign 2 - Due

Week 16

 

 

 Review/ feedback

Week 17

 

 Resubmissions due


Learning Resources

Prescribed Texts


References


Other Resources

All resources are available on CANVAS.


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 Information 1: Copy Portfolio

Due: Week 10

This assessment evaluates your ability to determine the requirements and creative options for a range of communications copy. Students will need to demonstrate an understanding of the differences in copy requirements across a range of mediums including formal business reports and pitch emails, social media content, television and radio campaigns and how to prepare and present this copy in the most convincing and persuasive way.


This assessment is the creation of a portfolio of copy that students can draw upon in assessment 2 where they apply their copywriting skills to a comprehensive and holistic client challenge. Copy requirements will fit into one of the following categories:


Writing for the Net:
• SEO
• Social Media – general content and ads
• Blogs
• Website home page
• Electronic Direct Marketing (EDM)


Writing for the media:
• Press release
• Introductory email


Writing for corporate:
• Annual report (sample pages only)
• Writing a speech


Writing for electronic media:
• Radio
• Video/television This assessment is designed to demonstrate your ability to:
• Analyse and interpret a range of possible client briefs
• Articulate the intended audience for the piece of copy being written
• Identify any legal and ethical constraints impacting the copy that is being developed

 

Assessment Information 2: Client Case Study

Due: Week 15

This assessment evaluates your ability to determine the requirements and creative options in addressing the copy challenges they are presented with in a case study scenario. The class will be placed in groups of 3. Each of you will prepare a response to the case study brief but will be pitching against the other 2 group members for the business.


The presentation to be held in week 15 is your chance to pitch their concepts and copy for the business. The teacher will act as PR Director and will announce the winners in each company category at the end of the pitch presentations.


You will need to demonstrate an understanding of the details of the brief and how to prepare and present this copy in the most convincing way. You will be required to create a core concept and demonstrate their understanding of the differences in copy requirements across a range of mediums including:


• Formal business reports
• Pitch emails
• Social media content
• Television
• Radio campaigns


This assessment is the creation of the copy for an integrated product launch or rebrand (determined by the details of the brief) drawing on the skills developed in assessment 1. Each case study will require students to develop themed copy that fits into all the following categories.


Writing for the Net
• SEO
• Social Media – general content and ads
• Blogs
• Website home page
• Electronic Direct Marketing (EDM)


Writing for the media
• Press release
• Introductory email


Writing for corporate
• Annual report (sample pages only)
• Writing a speech


STUDENT
Writing for electronic media
• Radio
• Video/television

 


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 (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 (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         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 (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.  

Final results table:

  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.

Course Overview: Access Course Overview